Some network operators are extending their software and hardware systems to enable near field communication (NFC) with handheld devices.
Future trends
With more digital signage networks transitioning from non-ad-based to ad-based business models, it is natural to ponder what comes next. One answer is to focus on engagement over exposure. Compared to other forms of advertising, digital place-based media can offer that focus in a number of ways that have proven successful, such as through social media campaigns that yield nearly instantaneous feedback.
In another example, some retail digital signage networks are extending their software and hardware systems to enable near field communication (NFC) with smart phones and other devices. This proximity-based data-exchange technology allows shoppers to ‘connect’ with in-store brands, whether this means walking away with more information or even placing and paying for an order right at the screen location. These capabilities can only be good for business.
With a broader media experience, of course, there is more information to be managed. An increasing number of digital signage network operators are moving toward unified communications (UC) management, which entails not only advertising, but also all other facets of dynamic message delivery and measurement, all managed through a single software platform.
It is inevitable that as DOOH advertising grows, standardization will follow. With the industry seeing the consolidation and growth of digital signage networks, such aspects as ad format and length, media type and screen size are all being standardized, which in turn makes it easier for ad agencies to buy space—and for content designers to fill that space.
Andy McRae is general manager (GM) of Dot2Dot Communications, a Toronto-based developer of ad management software and the Canadian distributor for Scala digital signage software. For more information, visit www.dot2dotcommunications.com.
