Jordan O'BrienAccording to research by EmbedSignage, the digital signage industry has been transforming the world, with several industries benefiting from the technology.
In a blog post on the company’s website, the team at EmbedSignage explored what industries have seen the biggest transformation courtesy of digital signage.
Whether it be through increased operation efficiency or generating a return on investment, EmbedSignage believes that digital signage can benefit businesses all over the world.
With an industry that is predicted to hit in excess of $20Bn (£13,171m) by 2020, digital signage is now recognised as a necessity in many aspects of business.
Research also suggests that digital signage has a recall rate higher than any other form of traditional media, with 83% of people recalling at least one ad seen on a digital billboard in the past 30 days.
By looking at a few different industries where digital signage can be implemented, EmbedSignage highlighted some of the places that could benefit.
Corporate
Internal communications are key to keeping the company up to date with the latest news and announcements.
Corporate messaging, room booking, emergency information and the latest figures can be instantly displayed across the network of digital signage screens.
Digital displays supposedly capture 400% more views than static displays according to research from Intel.
Restaurants
Implementing digital menu boards along with allergy information boards can not only create a more aesthetically pleasing and efficient way of displaying the menu content, but digital menu boards typically present up to a 5% sales lift, suggests research from Eclipse Digital Media.
74% of customers also claim that an easy to read menu is their top priority, EmbedSignage believes that digital signage gives the option to experiment with different menu sizing and content design without the need to get it reprinted, which could potentially save time and money.
Retail
A report from Fedex Office suggests that eight out of ten customers have entered a store because of a sign catching their interest.
One retailer noted a 24% increase in footfall after implementing digital signage technologies.
Research from Digital Signage Today claims that 80% of brands experienced a significant increase of up to 33% in additional sales through the use of digital signage, with an appeal more towards hedonic products rather than planned purchases.
Digital signage has also been linked with a reduction in perceived wait times at the checkout by as much as 35%.
Education
Schools now have the ability to display announcements, timetables, emergency information and even digital menus using digital signage, allowing for fast and legible information to be delivered in real time.
Digital signage also offers a scalable structure meaning no matter how many screens the school has, it can push your data to a few or all screens with a click.
Finance
Up-to-date information to keep customers and staff informed with the latest financial information, news and offers whilst promoting the brand image could be vital, as studies suggest that 90% of customers are acquired in bank branches.
This is backed up by another study which claims that nearly seven in 10 customers have actually purchased a product or service because a sign caught their eye.
Healthcare
Keeping patients informed and/or distracted can improve the overall healthcare experience.
For example, EmbedSignage believes that a queue management system alongside the latest news could help lower anxiety and physiologically reduce waiting times.
Digital Out Of Home (DOOH) – Advertising
According to a post by Exterion Media, digital signage accounts for around 22% of the outdoor market’s annual £1,000m sales and by 2020 that proportion is expected to rise to 35%.
With one in every £3 spent of OOH advertising expected to go to digital OOH in 2015, digital signage is having a major impact on the way advertisers engage with their audience.
From the advertising network operator’s point of view, using Digital Signage for outdoor advertising can be a highly profitable venture.
By choosing to advertise using digital signage over static signage, the advertising network’s monthly revenue has the potential to increase by a significant 800% according to MRI.
There is also the suggestion that switching from static signage to interactive/touchscreen advertising, ad sales can increase by 1200%.
Rules to make your Signage Work:
EmbedSignage believes it has the formula for a successful digital signage campaign, with the company offering three key tips.
Placement
According to EmbedSignage, the most important rules to remember when implementing digital signage solution are number one, location and number two, content.
Location, so that it reaches the desired audience at the right height and size so that it is legible and easily visible.
Content
Content can really make digital signage stand out from the crowd.
Make sure it is relevant, easy to read and aesthetically pleasing.
Motion gets noticed much more than static content too, a study by Intel discovered that on average, animated content received five times more viewers than static and further found that the engagement was for a much longer period of time.
For those using video for sales, a DS-IQ study found that shorter ads of around 15 seconds lifted sales by more than 50% compared to a single 30 second advert.
Reliability
Reliability is key when operating a digital signage network.
For example the retailer highlighted earlier as seeing a 24% increase in footfall; if that display was constantly turning off and relying on staff to manually reboot regularly, this would have a significant negative impact on the overall business.
Hardware Spec
Commercial grade displays for digital signage are purpose built for extended use, durability, visibility and there is a wide range developed for specific environments.
For example, if content needs to be displayed outside or in a window, a display with appropriate brightness and contrast will be needed for maximum impact.
If interactive content is displayed, making sure the touch display and associated media player are both responsive and powerful enough to deliver the content intended for the users.
Ensuring the right hardware is chosen to deliver the intended content in the intended environment is the final piece of the puzzle to ensure an engaging and powerful experience is delivered.
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