5 New Developments in the Digital Signage Space By Frank Lucer At Isnare.com Ezine Articles

Digital signage is far from new. The technology debuted years ago and has evolved quickly as its penetration has expanded in every sector. When the platform was introduced years ago, many wondered whether they were witnessing the advent of a new marketing paradigm or a short-lived novelty. Today, digital signage has arguably become one of the most exciting marketing platforms available. In fact, traditional advertising budgets continue to be reallocated to take further advantage of the technology.

That's not to suggest that the industry's evolution is slowing. New developments continue to emerge. In this article, I'll provide a brief overview of five of them.

#1 - Content Takes The Spotlight

Adopters of digital signage networks are becoming less enamored by the technology. A few years ago, the hardware and software captivated people. Indeed, its robust flexibility was a major selling point. The flat panels, media players, and other equipment are even more impressive today, but content has become the focus. Operators realize that delivering an ROI means developing content that elicits a measurable action.

#2 - "Old" Media Arrives

Those in "old" media broadcasting once turned up their noses at digital signage. They considered the platform inconsequential and chose instead to pursue that which was familiar to them. The tides of change have taken their toll. Broadcasters have discovered that the "new" technology offers immense value if harnessed properly. By designing compelling content segments, they can reach new markets to replace those that are slowly deteriorating.

#3 - Cross-Platform Integration Heats Up

Cell phones passed the tipping point long ago. As a result, it was natural that they be integrated into digital signage creatives. Today, advertising agencies can develop promotional content that distributes coupons and other incentives to cell phones. As a result, operators can track the effectiveness of their networks with increasing accuracy. They can also trigger immediate sales with in-store promotions. By integrating both platforms into a single campaign, operators can launch promotions that yield a measurable ROI.

#4 - Interactive Screens Become A Driving Force

Shoppers are less passive than ever. The more engaged they feel, the more likely they are to invest themselves further into the experience. In the context of digital signage, that means deploying touchscreens and other interactive elements. Integration with cell phones was merely the first stage of interactivity. The next stage involves mapping viewer-controlled choice trees and giving consumers new opportunities to interact with the digital screens.

#5 - The Technology Becomes More Affordable

As the penetration rate of digital signage increases, prices continue to decline. The flat panels, media players, player software, and installation costs have dropped, leading more companies to consider a full deployment. It's important to keep in mind that high-quality equipment is still critical and carries a premium. Furthermore, one of the most important investments is ongoing content creation. While the technology is becoming more affordable, the expense of content development remains virtually the same.

Ongoing Evolution

Even though the technology has existed for several years, it continues to evolve. Senior management is demanding a measurable ROI for their investment. Operators are demanding easier and more flexible tracking features with which to justify the investment to executives. Meanwhile, the entire industry is aggressively pursuing new ways to make the platform even more effective.

Digital signage has long since passed the point of being considered a novelty. It is a viable marketing channel through which advertisers can reach new audiences, expand existing markets, and trigger measurable action. While industry growth has slowed, new developments continue to keep pace.

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