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See it? The 5 trends for digital signages

Alvin R. Cabral/Dubai
Filed on October 10, 2017
See it? The 5 trends for digital signages
LG's OLED digital signage palm tree at the LG pavilion at the 37th Gitex Technology Week at the Dubai World Trade Centre.

(Dhes Handumon)

Companies bank on the sector to communicate their message to consumers

When was the last time you got hooked on a digital signage, one that prompted you to wait until the very end of what was being shown?

With these littered practically everywhere, it won't be surprising if that was just a moment ago. But seriously, the digital signage sector is growing, and companies continually bank on it to communicate their message to consumers. 

"It's like a magnet," Audai Altaie, regional director of sales for the Middle East and Africa at LG Business Solutions, told Khaleej Times at Gitex Technology Week 2017.

"It's striking, it attracts you; it's the best thing to bring your message to your customers."

And with technologies like OLED leading the way, digital signages have created a whole new perspective in the way we see things - be they for massive-scale campaigns, garden-variety ads or even the humble cafeteria in your locality.

LG Business Solutions - a unit of the South Korean tech giant - listed five trends that define the digital signage industry in 2017.

Digital displays are set to take over from static spaces, because companies see screens as pivotal to its strategy - not to mention the eyeballs of persons seeing it. In the UAE specifically, digital signages are set to rise significantly because brands look to innovation to make their messages clear. The sector has grown 25 per cent over the past year, but is expected to increase as much as 50 per cent over the next three years in the run-up to Expo 2020 Dubai - and not to mention the 25 million visitors forecasted to be in attendance.

These services are also a 'force' that work in full integration with marketing strategies - it has become an 'unequivocal and crucial component' of strategies. Marketers, the LG report says, cannot simply afford to cling to traditional content to reach consumers in this age of smart devices and interactivity. "With the few seconds that you're having with the customers [using digital signages], you can put your messages to them effectively," Altaie said. And if it's really that creative and engaging, "they would even wait to see what will happen in the end".

The retail sector, meanwhile, is pegged to lead the charge in growing digital signages, for obvious reasons. With retail at its highest competitive rate as we've never seen before, brands - be they physical or online stores - continue to look for ways to stand out. And you don't need to go further; go to the mall nearest you to find proof of this.

"The message is being delivered with clarity," Altaie said. And while it does use some of the latest technologies, digital signs also point to positive cost-benefit returns. The report says that while it presents a greater upfront investment, digital signages are poised to provide better return on investment in the longer term. Simply put, it's easier to replace content with some clicks rather than tearing down a gigantic poster and replacing it with another.

The last trend seen is that more firms are planning to invest in digital signages across the board over the next three years. With the speed of deployment expected to surge, demand for engaging and creative content is sure to rise along with it.

"Basically, it's the best way and medium to communicate with your customers right now," Altaie said. "We are in a different era right now. where people want to see the latest in everything." - alvin@khaleejtimes.com

 


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