FINAL Digital Signage Still Relevant Even As Smartphones Take OverIn the not too distant past, a digital sign near a stop light meant advertising gold. Now, regardless of where a digital sign sits, a red light is an opportunity to view the text you just heard ping or check how many “likes” your most recent social share garnered.

And it’s not just when we have a still moment in the car. We have become a society that lives life head down, palms up—our attention constantly divided between the small screen world of our smartphones, and the big screen world of digital signage. One might worry that this struggle between mobile devices and digital signage might put digital signage at a disadvantage, however, the industry isn’t accepting defeat just yet.

The Smartphone and Polite Society

There’s definitely an ongoing struggle between accepted social behavior and a drive to be digitally connected at all times. If Pride and Prejudice was updated for today, the quarrel between Austen’s two main characters might have been over Darcy scrolling on his phone at a party rather than dancing with Elizabeth Bennett. The rules for when and where you can whip out your phone are not nailed down, and, because of that, our attention is always at its mercy. Our continual need to be connected has created a society in which digital connectivity trumps the good manners necessary for face to face interaction—never mind connecting with the latest digital signage

How Digital Signage Industries are Responding

While it’s true some digital signage companies are expressing concern about the second screen phenomenon and how it might be distracting their target audience, there is plenty of evidence to suggest digital signage and smartphone technology make a great union. Consider how some banks are making use of smartphones and digital signage to attract Millennials and a younger target audience. At bank branches, advisers, ready with tablets, quickly open and access customer accounts, and customers can teleconference with financial specialists in real time) after, of course, being entertained while waiting by the latest financial information scrolling by on continuously updating digital signs.

Banks can offer advice on personal finance with a face to face interaction that instills trust. As difficult as it is for people to disconnect and interact with the world around them, they are much more trusting of an institution where they are able to look someone in the eye, even a digital one. While this is all in the early stages, banks have an advantage of knowing exactly what their customer wants, making them ahead of the digital signage/second-screen union. Other industries won’t be far behind.

On Beyond Yesterday’s Digital Sign

Technology like near field communication (NFC) uses a customer’s smartphone as an asset. With it, retailers can let anyone with a smartphone interact with signage, giving them access to information or the ability to download music or play a video. Consider, too, how touchscreens or facial recognition could offer a customized consumer experience. Again, the marriage between how smartphones and this technology work are in its early stages, but it indicates digital signage won’t be disappearing anytime soon.

With new sensors, businesses can track a multitude of data, and this information can go much farther than advertising. With the ability to detect carbon monoxide levels or shifts in temperature, these sensors have practical, perhaps even life-saving, applications.

Once technology can decipher the information consumers are after, they’ll lift their eyes off their phones and readily engage with what’s around them. You can bank that creativity and advances in the digital signage market will engage consumers with real-time information, grabbing their attention even as they engage with their second screen.

At Advanced AV we empower live meetings and remote collaboration by deploying the technology that helps your organization connect, communicate and engage with its customers, employees and stakeholders. Connect with us to find out more about how Advanced AV can help you achieve your business and technology goals.
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