Future of Outdoor Digital Signage For Your Business

Today, the future of every business completely depends on the adoption of new opportunities in the field of marketing. Therefore, among various media promotions, outdoor advertisement is considered as the most suitable for expressing interesting possibilities of the future.

These days, digitalisation is growing leaps and bounds. But, before studying the future of digital signage let’s divide media history into three epochs: - the pre-digital, post-digital and the chaotic gap between them called digital modernity is found.

The world in the pre-digital era was simple. Communication channels were analogue and unrelated. Nobody confused television advertising with radio or print. There were clear logistic chains from agencies to publishers and brands. Everyone clearly knows their place and role.

Contradictions of the Digital Age

In the digital era, we armed ourselves with methodologies from the past and occupied similar positions. We after looking at television and print advertising and adapted it on new screens. We approached the new media with the old standard. Advertising articles were renamed with native advertising and scored by the Internet. Now is a difficult and heterogeneous time - I call it the peak of confusion. Presently, the coexistence of analogue and digital system creates complexity and confusion in minds. But, this is against the backdrop of the incredible possibilities of new screens.

The Miracle of Post-digital Era

Now, we are slowly moving towards the third era - post-digital. This is the time when digital media will be used to solve all problems. You will see the screen content of various shapes and sizes for different contexts. There will be a world of relatively simple devices, the computing power of which will be located in a remote environment. Everything will be connected via the global network and content delivery will be instant. Media procurement will occur algorithmically.

In such a world, the interdependence of the creative and media components of advertising will become even more important.

Outdoor Advertising transformation

Of all the communication channels, outdoor advertising has become the brightest and most dynamically developing towards the new era. For example, rather than making a posture of 40*30 inch picture, buying a 42-inch LED-TV will be surely cheaper. Digital compared in value to paper: this is no longer a dream, but a reality.

● The animation is everywhere: Today, interactive screens are found almost everywhere. You can see the smart screen at the bus stop across Europe, all the large and high-quality screens in Times Square, video advertising in the tunnels of the Shanghai Metro, or Link NYC terminals in New York. The best part is that you do not require to hire much space for outdoor advertising through digital signage.

● The advertising surfaces around us are changing. Digital signage display at storefronts are becoming more intelligent, augmented reality projects like the Magic Leap appear, digital art objects appear in the houses, and the houses themselves become “smart”. The very fabric of the physical world becomes dynamic and personalized.

Programmatic and Creative Content

Digital outdoor advertising has retained the same principle of buying advertising space: for a certain period or to advertise a business on a specific advertising plot. With the advent of cloud services, brands can buy space or time and display content. For example, the airline can show weather forecasting on the first cold day of the year. The insurance company can advertise themselves when traffic reaches a peak. The context may be even more specific: on the way home on a Friday evening in bad weather or when cancelling flights of a competing air carrier. According, the content will be displayed creative and attractive.

Interactive exhibitions

We all know that to make the content more worthy, digital advertising must be animated. But, what if its dynamics depended on the movement of the viewer? What if digital screens become even more interactive? What if advertising invited to interact and deliver information or coupons directly to a smartphone? Thanks to oculography (eye movement tracking) and motion sensors, the screens can create a presence effect and can modify the content depending on the position of the viewer in space.

Transactional Media

Thanks to motion sensors like Microsoft Kinect or inexpensive touch panels that help to convert any outside platform an advertising platform. Digital advertising media at bus stops is a good place, as it helps to search for accommodation in hotel rooms. In the same place, it is logical to look at a new collection of clothes brand and immediately buy something. It will help in doing so.

Networking

The real potential of outdoor advertising lies in its transactional nature. The potential is not on the screen itself, in fact, it is part of a system that creates an integrated advertising experience. At our disposal for a long time, there are technologies that help for outdoor advertising including mobile phones that work in an even closer bundle. In particular, I see people sending coupons straight to e-wallets on mobile devices, as a reward for interacting with advertising.

The real way to see the future of outdoor advertising is to view it in the context of the future of all digital signage display. This will be the world of omnipresent screens that demand the interaction of the upper and lower levels of the marketing funnels, advertising experience, and focused on the tasks of consumers. In this world, the possibilities of outdoor advertising to set the scale, provide high-class experience, to be “top of mind” will become unprecedented.