- On November 23, 2021
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Digital signage displays seem to be everywhere you turn. From fast-food restaurants, bus and train stations, malls, airports, corporate spaces, and pretty much anywhere information needs conveying. With a global market worth 21.49 billion in 2021, digital signage displays already are a big deal. And they are about to be more significant in 2022 and beyond. Read on to find out why.
What is Digital Signage?
Digital signage, sometimes referred to as electronic signage, is an evolution of traditional signage that uses centrally-controlled electronic displays to distribute digital content. Digital signage displays are typically LCD, LED, and OLED displays that show different types of digital content on a media player, ranging from live weather, advertisements to flight schedules in airports with the intent of attracting, engaging, and educating nearby viewers.
Why 2022 Will Be the Year of Digital Signage
2021 was a definitive period of growth for the digital signage industry. The second quarter saw a moderate increase in market performance, and quarter three has been promising, signaling a healthy 2022 market on the way. Besides improved market performance in 2021, here are a few additional reasons why 2022 will be a big year for the digital signage industry:
Covid-19 is Still a Key Driver in Consumer Behaviors
As the Covid-19 pandemic became the major concern in 2020, businesses globally began to adopt contactless policies to limit physical interactions, conversely helping flatten the curve while ensuring continuity. Consumer habits also changed significantly as more people started shopping online and prioritizing businesses that support contactless payments and self-service models. Now, even though the fear of infection is no longer looming (we have a vaccine), consumers are less likely to revert to their old ways, as they’ve already adapted to the significantly convenient contactless business models.
Using self-service signage and other digital signage technologies will allow businesses to keep up with these changing behaviors in 2022. This is because commercial displays are more interactive and versatile today, meaning one can use them in multiple settings to facilitate self-service and contactless customer interactions. For example, enterprises can now set up self-service kiosks with live and interactive touch display functionality where customers can complete purchases, learn about special sales, or even more about a business. So, expect to see more touch screen menu boards in restaurants, hospitals, retail centers, and even outdoor pick-up and drop-off points in 2022.
There’s a Surge in Demand for Digital Content
We’re living in a progressively technology-focused era. The current and next-generation will grow up with technology directly incorporated into their lives. As a result, consumers want to work with businesses that offer them digitized experiences. For example, instead of still billboard images, they want to see promotional content full HD LCD displays. The best way for enterprises to meet these changing expectations is by embracing digital display technology in 2022.
Digital Displays allow Businesses to Leverage the Power of Video
The presence of video in messaging strategies is currently having a big moment, and the trend is expected to continue in 2022 and beyond. 72% of consumers prefer video over text, and 85% of businesses already use video marketing. So, what does this have to do with digital signage displays? These display solutions are today larger with advanced HD graphics making them pretty hard to ignore. In fact, eight out of ten consumers reportedly go into a store because of a commercial display they saw. Through digital signage, (for example, video wall displays) businesses can maximize the visibility factor of these displays and the power of video, using them as a medium to deliver immersive visuals with great picture quality that immediately capture the audience’s attention. So, as more businesses seek to capitalize on the power of video marketing in 2022, expect digital signage applications to skyrocket too.
Digital Displays Facilitate Enhanced Market Targeting
Thanks to improved digital literacy, the modern consumer no longer wants seamless transactions. Instead, they also wish for personalized experiences from the beginning to the end of their customer journey. That means they want to see ads tailored to their customized interests at the right time and places during the start of their buying journey. Because content displayed on digital signage displays is centrally-controlled and can be optimized minute-by-minute through an advanced content management system, expect more businesses to start using the technology in 2022. Digital signage software allows business owners and employees to respond to the consumer’s need for personalization and enhance market targeting by using digital signage to deliver promotional messages to specific audiences. For instance, right now, a business targeting Gen Z can utilize a digital display set near major learning institutions to reach different student demographics at different times, conversely allowing them to reach the right people at the right time.
Digital Displays are Cost-effective and Easy to Use
Besides enabling businesses to stay on top of the changing marketing world, digital signage solutions are affordable than traditional media in multiple ways. First, companies can schedule their content to display at specific times, reducing the costs. Also, businesses can promote the self-service model by using interactive displays, conversely reducing their payroll costs. Also, the content displayed can be easily modified in real-time to suit specific audiences, unlike with traditional signage, where entities have to invest in new signs every time they need to revise or update marketing content. Add in improved visibility and marketing success, and it’s no wonder most businesses are shifting towards digital signage displays.
Best Practices for Digital Signage Solutions
Here’s how brands can best implement digital signage solutions in readiness for the 2022 shift in marketing strategies:
Be Mindful of the Location
We recommend brands use digital signage to ensure their message is displayed, and to consider location. If the screens are set in the wrong location, the target will likely ignore them. For instance, a brand targeting fast-food lovers is assured more success from their marketing campaigns if their commercial displays are near a food court than when they are in front of a gym. The best places to set up these LCD displays are near lobbies, bus stations, subway platforms, retail entryways, and other high-traffic areas. Besides the location, the brand should also ensure their displays are not placed too high either.
Keep it Simple
Since most people steal glances at digital displays first before reading them, it’s also essential you keep the message concise, but impactful. Cluttering the screen with too much text (especially now that consumers prefer video) will only overwhelm the target audience, causing them to look elsewhere. You only have 8-12 seconds to showcase your message with most digital touch displays. So, keep your content simple, and if possible, try to stick between three and five lines of text.
Ensure its Legible
Most people view billboards and other forms of outdoor ad displays from about 5-10 feet away, and as noted, they steal glances at first. If the message isn’t legible, they’ll likely look away or at other displays with better readability. So besides keeping it short, brands should focus on creating easily readable digital signage content. Use large font sizes so the reader can grasp the text at a glance and limit the font styles too. This is also important when listing information like pricing on a digital menu board. If possible, avoid using more than two fonts in your ad text as this only makes the design appear cluttered and creates more contrast making it difficult to read. Also, try to limit italic fonts since they’re often harder to read from a distance.
Understand the Basics of Graphic Designs
To design great digital signage content, it’s helpful to understand the essential elements of graphic design, such as how color, brightness, contrast, and scale impact the appearance of ads and other content on high-definition displays. For instance, since color helps improve contrast, use contrasting font and background colors such as black and white to make content more legible. In addition, understand the different digital signage layouts and how factors like display resolution affect the resulting design. However, when in doubt, many digital signage companies have design services to help you in this area.
Design Your Content Based on the Viewing Pattern
There are three main viewing angles for digital signage; point of transit, wait, and sale. If a sign is in a high traffic area where the target audience moves from A to B, such as beside roads, or a subway entrance, it’s said to have a point of transit viewing angle. Since they’re in a rush, the audience, in this case, will only steal glances at the sign. In that case, your digital signage needs to be short and visually captivating enough to capture the reader’s attention. If the sign is in a lobby, bus station, or any other waiting area, it has a point of wait angle, and the target audience generally has the time to read through it. That means you can incorporate longer messages and use engaging but informative content types such as video to promote brand awareness while helping reduce wait times for the reader. Finally, for point of sale viewing angles, the audience often interacts with digital signage content for longer since they want to make an informed buying decision. In this case, signage design should feature a robust and brand-based design.
Digital Signage is Only Getting Bigger in 2022
As the world becomes more technology-focused and consumers seek digital experiences, digital signage displays will continue to be a growing presence in multiple industries. If you’re interested in making the shift from traditional to digital signage today to gain a competitive advantage, and capitalize on the perks it has to offer, we can get you started. Contact Keyser today for your digital signage needs.