Three digital signage drivers for 2015

by all | 14 January 2015 9:30 am

[1]By Lyle Bunn
The year ahead will likely be marked by some of the biggest changes the digital signage industry has seen, which will be driven by three key elements: customer-centric communications, the convergence of engagement platforms and the success of ‘owned media.’

As discussed among end users at the National Retail Federation’s (NRF’s) ‘Big Show’ conference earlier this month in New York, N.Y., and to be mulled further at the Digital Signage Expo (DSE) in March in Las Vegas, Nev., these days the customer—not the brand—is at the centre of the retail communications ‘universe.’

With this in mind, the physical spaces of retail stores—as well as restaurants, campuses, stadiums, transportation facilities and even workplaces—are being integrated more deeply with online and mobile messaging, so as to deliver a wider spectrum for consumer engagement. Digital signage has been shown to provide high value in activating and leveraging other media platforms, particularly in terms of the ‘transmedia’ repurposing of content.

Meanwhile, within the continuum of paid/owned/earned digital signage applications, the owned media model has demonstrated a particularly high return on investment (ROI), as retailers and other companies seek to improve the appeal of their public-facing locations while upselling or cross-selling products and services and converting consumers to their brands.

In all of these ways, 2015 will mark another year of significant growth for the digital signage industry in terms of applications, installations and revenue.

Lyle Bunn is a digital signage analyst, consultant and educator based in Brighton, Ont. For more information, visit www.lylebunn.com.

Source URL: https://www.signmedia.ca/three-digital-signage-drivers-for-2015/

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