The Future Looks Bright for the Digital Signage MarketThe digital signage industry is growing in leaps and bounds and trending into new waters. Let’s put aside the numbers game for a moment—all you have to do is look around you to see the proof that digital signage is turning up everywhere you go. When you walk into your favorite retail store, you’re sure to be greeted by a large video wall. Go to the nearest snack bar and you’ll find digital menu boards. Take a trip and you’ll see the highways are dotted with big, bright billboards. Digital signage has shed its strictly retail image and entered the realms of health care, education, sports, big corporate enterprises, small businesses, and more. One of the biggest reasons for the popularity of digital signage is that its impact is larger than any other out-of-home media.

What the Numbers Mean for Digital Signage

According to a new study by Grand View Research, Inc., the global digital signage market is estimated to reach $20.03 billion by 2020. The report identifies the retail and health care markets as two major areas for the most growth in the signage industry over the next six years. Another report has even higher figures, stating the worldwide market for digital signage is expected to reach $23.76 billion by 2020.

We’ve already seen the explosion of digital signage as a powerful visual marketing tool. This trend will grow as marketers continue to use it to grab even more interest. With more and more digital signs popping up, brand interaction and attention marketing is poised to grow like never before. The future of digital signs is bursting at the seams with possibilities for many different types of industries. Here are the major trends for the future of this technology.

Digital Signage Targeting Will Become More Enhanced

Advanced targeting is an effective way to capture audience attention in marketing and advertising, and digital signage is no exception. While smartphone technologies like beacons and sensors helped the industry cross the thresholds of highly targeted and personalized interactions, the emergence of the Internet of Things (IoT) and cloud computing will improve data collection even more. Backed by this specific and operational data, brands can use improved and more targeted digital signage strategies.

Screens Will Get Bigger and Better

Because of our love for larger-than-life screens—just think of Times Square—the signage industry is moving toward bigger screens, with 50-inch displays fast gaining in popularity. To keep up with the demands of large displays, 4K technology is going to see an overall increase in the signage space itself. This will inevitably give rise to the trend of brands capturing their audience’s attention using ultra-HD advertising.

Digital Signage’s Reputation as an Energy-Saving Strategy Will Grow

Many industries that have turned to digital signage will find another good reason to invest in it— energy efficiency. It has already helped many businesses become paperless, and now, LED backlit panels means using digital signage will enable adopters to save considerable costs in energy. This is going to be one of the key drivers for the market growth for digital signage.

We’ve entered a world where capturing consumer attention requires much more than simply blasting them with messages, promos, and offers. I believe the general dislike for marketing messages stems directly from spray-and-pray type marketing that doesn’t appeal to the audience that ends up exposed to it. With the way digital signage is evolving, it may soon become the reigning king in branding, marketing, and advertising.

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