The Digital Signage Boom
I have spent my whole career focusing on how to change, improve, and drive sales for businesses using digital channels. This has been a daunting task as no single person can ever learn it all. The evolution of technology is moving at light speed, and it’s critical to focus on concepts and trends verses specific technological developments. The focus of why things evolve help us think strategically versus tactically. If you only concentrate on learning single technologies, you will be left behind in the never-ending advancement of technology.
In the late 90’s the digital industry was focused on web creation, and once companies had created their online presence, it was about driving traffic to those established web properties. Several years later, social media and mobile turned everything upside-down and put customers in control. We are now part of a connected world and the internet of things is not only an overused phrase, but something businesses need to plan for. IoTs is not a specific technology, but the linking of technologies for the purposes of providing solutions. It is a clear evolutionary path for technology. How we will achieve better IoTs solutions is still unclear, but not many negate this direction. IT research company, Gartner, has estimated that by 2020, 26 billion devices will be transmitting data between each other via the internet.
Just as the digital media landscape has changed, digital signage has seen significant transformations. 15-20 years ago, I would have struggled to classify digital signage as a true digital tool as it lacked the flexibility and functionality of internet connectivity. Early forms of digital signage were primarily “sneaker networks”, and someone had to physically load content to the screens for the purposes of broadcasting to many. However, digital displays now come connected… and this plays a massive role in the expanding IoTs world. According to Grand View Research, the global market for digital signage is booming and on path to hit $20 billion in 2020. The reason for the rapid growth is clear – digital signage gives organizations the ability to send targeted messages to the precise place at the precise moment that people want the information. The media players are powerful, equipment costs are always coming down, and the internet is widely available. All of these factors lead to a boom in innovative uses for this industry. Digital signage has become a linchpin in the connected landscape, and it’s never been more exciting to help shape the future of this industry.
At Freshwater, we have built a strong reputation for our ability to build network strategies, produce custom content, and manage even the most complicated networks. However, we understand that single screens with text, images and movie content will start to become “old hat,” and the new era of communication between displays, mobile, and any other new technologies will be paramount. We have positioned ourselves to help lead our industry to provide better solutions for our clients as customer needs continue to evolve.
Jonathan Dodge, SVP, Business Development