Guest blog, exclusively written for Industry Weapon, by Jacklyn Summers.
In the past, digital displays were something we would only see in sci-fi movies, and now they’re everywhere you turn. Signage has always been a popular way to promote and advertise. Its evolution from still images to digital animations, high definition images, and short but compelling videos has made it an even more effective medium of advertising.
Orbis Research predicts that the Digital Signage Market will grow to $31 billion by 2023, at an estimated compound annual growth rate of 7.28% from 2017. This is due to the increasing number of industries that have adopted digital signage hardware and software. Businesses are also on the lookout for top promotion managers to produce campaigns suitable for digital signage.
In fact, a marketing post by Maryville University predicts that the demand for digital promotion managers will grow rapidly in the near future, with 19,700 new jobs predicted by 2024. With this increasing number of professionals, expect more disruption from digital signage across industries.
Digital Signage Connection reports that some businesses are predicted to use digital signage to stream staff training. In-store training for staff will no longer need to be done live or even scheduled ahead of time. Staff members can use the latest signage technology to stream or download copies and podcasts of the most recent training requirements that need to be done.
Meanwhile, in the transportation industry, digital signage is being used to entertain passengers while waiting for their rides. It’s also helping commuters navigate their way through train stations, platforms, and airports. Customized content, vital to the modern traveler, is housed within interactive kiosks and video walls. Digital signs display ticket information, flight schedules, and platform locations.
Jeff Hastings, CEO of BrightSign, said this to AV Interactive: “A good, joined-up AV strategy is essential to keep passengers informed of how long they’re likely to wait and entertain them while they do it. It can also be used to inform them about the progress of their journey, promote the service and relay paid advertising.”
Video and digital signage have already disrupted the banking industry, too. BizTech explains how the technology allows customers to have live access to dynamic information about banking products and community events.
The industry’s secret is having the right mix of technology and smart strategy. Banking consumers not only demand a seamless digital and mobile banking experience, but they also want access to live professionals that can answer their questions.
In Chicago, a branch of BMO Harris Bank already makes the most of video screens by using it to offer customers access to live tellers and financial experts that can help with mortgage applications, retirement planning, and other services.
The concept bank of Regions Bank in Alabama also uses live video feeds for a full range of services. “Customers are loving video bankers. If we can get a customer to try the video banker and see that it’s a live person, they love them,” said Brandon Greve, a consumer banking executive for Regions.
Apart from top-notch technology and a good concept, the design is also key, not only for the banking industry but across all businesses.
We highlighted the two essential pieces of effective content: the message and the design. Getting the audience’s attention relies heavily on design, while the message is important to hold their attention—take one for granted and an entire campaign suffers.