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Unlike the traditional out-of-home advertising of a generation ago, today’s out-of-home environment has expanded well beyond what could have been imagined in the not too distant past. The signs of yesteryear lacked some of tools provided by today’s ever-expanding technological tool kit. Thanks to the conveniences of modern technology, including cloud-computing, business intelligence and audience analytics, digital signage has truly come into its own. There are a number of key reasons why today’s digital out-of-home advertising is making a bigger impact than many may have originally anticipated. Such shifts have made waves in nearly every out-of-home venue from retail and restaurants to transportation and education. Here are a few advances that will continue to make out-of-home advertising a sector to watch in the coming years.
Touchscreen and mobile interactivity. Touchscreens and mobile integration with the content on digital displays and digital signage is making perhaps the biggest impact in the retail and restaurant arena. For instance, digital menu boards now allow for advanced credit card ordering directly from the display. It’s like a combination between a kiosk, a digital sign and a human being–except cheaper than the three combined. It’s one thing to have a sign that can increase brand awareness in hopes that your customers will purchase later because of something they’ve seen. It’s quite another to induce them to purchase on the spot. That’s pretty powerful.
Social media integration. When it comes to digital signage, Facebook, Twitter and Linkedin all have “apps for that.” As integrated technologies, these mediums are taking social interactivity to a completely new level. Having a fun crowd game that includes gaming, text-to-screen technology and advertising all rolled into one makes a superb opportunity for even small-time players looking to receive more brand awareness and recognition. Further integrating with apps like Foursquare and others will prove doubly beneficial for later tracking–which brings me to my next point…
Business intelligence and audience analytics. Much like finance or online business intelligence, the BI opportunities in digital signage will continue to improve allowing for CPM rate bidding and even specific targeting based on gender, age or other demographic factors much like what was seen on the movie “
Augmented Reality. Among some of the cutting-edge technologies that are making a boring industry more social are things like augmented reality advertising. Augmented Reality or A/R as it is often called, utilizes virtual reality, digital signage, gaming and 3D technology to provide a social advertising experience not had in any previous out-of-home experience.
The effectiveness of various forms of social out-of-home still remain untested. However, the market for advertising, interacting and otherwise expanding one’s ad footprint can now be more effectively implemented and more efficiently quantified with the help of a bit of software and some expert moves on the keyboard. The future may bring even more engaging and interesting stuff. Time will only tell.
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