Digital Signage is a sign of the times.
When you think about it, technology has completely taken over the way we do everything in our daily lives. Naturally, this means advertising and signage have upped their antes, too. That said, the transition from hard copy to digital in the sign industry has been far more subtle than technological advances in other industries, leaving plenty of opportunities for advancement where businesses are concerned.
Here’s a look at a few of the notable ways technology is illuminating the sign industry:
1) Interactive Signage
Consumers these days almost require a certain level of interactivity in advertisements. Businesses are turning to technology to boost the level of engagement their campaigns offer audiences.
Take Deep Springs sparkling mineral waters, for example. Last year, the company tapped into today’s gaming culture by placing custom-built panels, which combined touchscreen technology with Zentangle designs. The result was an interactive, relaxing distractions for pedestrians on the otherwise busy streets of Melbourne, Australia.
Users were invited to draw their own unique digital designs on the signs, creating a memorable, engaging experience for the audience. As a later part of the campaign, Deep Springs plans to utilize some of these drawings on its social media channels, further enhancing the connectivity its customers feel to its brand.
2) Digital Billboards
Traditional billboards definitely own a page in the history book of advertising. For a long time, these enormous attention getters were great at drawing the eyes of millions of people who drove by them.
Unfortunately, the semi-permanent nature of these fixtures makes it quite difficult to update them in any sort of timely fashion, allowing the messaging to age quickly and become unenticing to passersby.
Digital signage has reinvigorated outdoor advertising and billboard branding. Thanks to brilliantly-lit LED screens and technology that allows messages to be updated at a moment’s notice, digital billboards can now be seen along roads and highways everywhere.
Advertising upcoming concerts, warning of traffic issues, and displaying the messages of multiple businesses on a single platform, digital billboards have paved the way for the future of wide-audience marketing.
3) Revving Up Retail Spaces
Retailers have really begun to embrace the signage industry in creative ways unheard of just a few years ago. When denim brand DL1961’s Denim Doctor hit Nordstrom stores in Chicago a couple years ago, the idea was instantly embraced by consumers.
Women no longer needed to face the daunting task of finding the perfect pair of jeans amidst the hundreds of pairs of possibly-humiliating options. Instead, the Denim Doctor went to work, utilizing an algorithm, which, based on a few selections made specifically by the customer, would recommend ideal matches. The 360-degree images were based on a number of factors, including:
- An individual’s personal style
- Her body shape
- Places she’d be wearing her jeans
- Preferred fabric weight
- Certain additional perks such as bun-lifting or thigh slimming
This digital signage—along with similar concepts throughout the retail sector—have simplified the shopping experience for consumers, allowing for a more efficient (and less invasive) journey toward the perfect pair of jeans.
4) Quick Updates for Quick Service Restaurants
Many quick service restaurant (QSR) managers who have been around for a while will likely brag about the wonders digital signage has brought to their world. In the QSR world, the sign industry has not only made things easier for everyone, it’s also helped boost bottom lines and nail down inefficiencies that need to be eliminated.
As far as the human element is concerned, employees are no longer burdened with the task of manually switching menu boards when breakfast switches to lunch or playing Tile Tetris when a new menu item is being offered. Instead, QSRs can simply program their digital signage menu boards to read as they need them to, and when something changes, the update is just a few clicks of a mouse.
Digital signage has also proven to be a big enhancement to many QSRs’ bottom lines. Thanks to the brilliantly-illuminated backing and easily changed boards, digital menu boards allow businesses to feature promotions and strategically design product placement that speaks to consumers’ immediate needs, resulting in boosted ROI and enhanced customer experiences.
The industry is poised for big changes as technology evolves and learns more about consumer wants and needs. Digitized offerings are sure to continue to enhance signage, making messages more appealing and relevant to their audiences. The future of signage will almost assuredly include phenomenal designs yet to be revealed!
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