Digital signage used to be a solution for those with deep pockets and perhaps a little wanderlust. But networked digital signage opens up a world of possibilities for small and medium-sized businesses — and it’s on the rise. Here’s a look at its current landscape and future trends, as well as four eye-opening benefits of networked digital signage.
Networked digital signage makes use of technologies such as LCD, LED and projection to deliver information, marketing ads and other types of messages through multiple AV displays. With huge leaps in technological advancements and the rapid adoption of innovations such as artificial intelligence, businesses are seeing an ever-growing need to find new ways of presenting dynamic content to their audiences. This is where networked digital signage comes in.
In the United Kingdom, more than 60% of retailers believe that digital signage helps create awareness for their brands, according to a Samsung study. The study also found that nearly half of viewers of digital signages were able to recall the ads that were displayed. Furthermore, it showed how digital signage can help businesses in terms of sales, with 19% of digital signage viewers making an unplanned purchase. Meanwhile, more than 40% of viewers said they prefer to shop at stores with digital signage displays. These statistics highlight the function of digital signage and how it can impact business growth.
You can traditionally find digital signage displays in retail. Currently, it’s being used in various settings, including government, healthcare, education, corporate, fitness, hospitality and entertainment.
In the UK, hospitals have leveraged networked digital signage to boost their patient care efforts. With a multi-display system, hospitals in Bishop Auckland and Darlington have managed to deploy a network of digital signages that provide information, communication and entertainment to thousands of hospital staff and over 650,000 residents. Schools are also utilising digital display solutions to expand education channels and engage more students. And of course, digital signages are often present in the food and drinks industry. When McDonald’s branches in the UK rolled out digital menus, for instance, the fast-food company saw an 11% increase in its sales.
For businesses that are planning to integrate networked digital signage into their marketing strategies, it’s essential for them to keep a close eye on digital signage industry trends to help them navigate the landscape better. The digital signage market in the UK is said to increase by 6.7%. In 2025, it’s forecast to arrive at nearly £1 billion from 2018’s approximately £600 million. With the market predicted to continuously grow, here are some of the upcoming trends we can expect:
Companies are expected to look into more ways of personalising digital signages to enhance customer experience and deliver bespoke campaigns.
As AI and machine learning are used more and more for customer service, we can expect these technologies to be incorporated into digital signage systems. These innovations are forecast to help with data collection and delivery of more relevant content.
We can expect more brands to put up social media walls and ad boards that display livestreams to help enhance customer engagement and audience interaction.
There are advantages and disadvantages to digital signage installations. Let’s first tackle the challenges that organisations can face in implementing them.
With networked digital signage, various experts are needed to install a cohesive digital display system. You’ll need expertise in terms of designing and producing the content, choosing hardware and software components (such as ScreenCloud) and ensuring connectivity. Some may also think that installing digital signage can be a costly investment. However, the return on investment and potential benefits can outweigh the initial costs. Additionally, the decreasing manufacturing costs of LED displays mean lowered costs of digital signage installation.
There are many advantages to networked digital signages that physical displays don’t possess. Here are some of its perks:
Compared to physical posters with static images, digital signage allows for visually dynamic content that can grab the attention of customers with ease. Vibrant images and videos capture the interest of passers-by and can make them pause in their tracks. When made with interactivity in mind, such as if a business opts for touchscreen displays, networked digital signage can drive not only audience interest but also audience engagement. This can pave the path for better brand awareness and improvement in campaign effectiveness and, consequently, sales.
Networked digital signages are finding their way in various industries, such as banking, healthcare, transportation, education and entertainment. The possibilities of where it can be used are numerous. It can even integrate technologies considered to be in their infancy, such as artificial intelligence and augmented reality. It can be used to enhance the environment it’s in, such as multiple digital screens in gyms that display motivational quotes. Another handy application is digital wayfinding systems that assist visitors in navigating their way through a building.
Networked digital signage is ideal for marketing campaigns involving multiple displays across multiple locations. Through a content management system, publishing content and updating the screens in real-time is made more convenient. You wouldn’t have to go to each location just to modify what’s showing on the screens. Uploading and organising content can be done remotely through a centralised system for more efficient management of content. As a result, this system can be easy to scale and can lead to reduced costs in terms of site visits.
Another key advantage of networked digital signage is its flexibility in targeting audiences. Because real-time updating of content on multiple screens is possible, businesses can conveniently schedule different content to target different audience segments. Content can be organised based on locations, time and more. This tweaking of content enables businesses to deliver the right message to the right audience at the right time.
Installing networked digital signage can be an effective way of making your business stand out from the rest. At Edmont M&E, we offer digital ad board solutions that are made to fit your meeting spaces, retail areas and more. Contact us today to learn more.