Data and deep analytics will be crucial to the evolution of digital signage as we enter the next decade, according to a new report from Sharp.
Launched today, ‘Which Way Next? Digital Signage in 2020’ explores what future opportunities and challenges lie ahead for the digital signage market, and offers expert perspectives from a panel of leading signage software companies across Europe that make up the Sharp Open Architecture Partner programme.
Rise of data in digital signage
According to Sharp’s community of digital signage experts, the industry is not truly measuring how impactful digital signage is, and as an industry it has not yet agreed on the part analytics will play. The report suggests that collecting the right data to gain insights will be key to maximising the future impact of digital signage.
The use of data will be critical to the effectiveness of future interactive digital signage, as it will enable the personalised, customised experience that users demand. However, the rise in data usage will also bring challenges including the need to adhere to stricter data protection laws and manage societal concerns around privacy and data ownership.
Digital experience platforms (DXPs) will be limited to bigger corporations
Content management systems (CMS) are currently the standard platform for managing digital signage information, but it is widely expected to be replaced by DXPs. In contrast, over half of the experts surveyed by Sharp do not believe that DXPs will replace CMS entirely, due to the cost implications and the complexity of implementing these systems. As a result, DXPs will more likely be used by large retailers and corporations.
Personalisation and interactivity to dominate
The report also identified a noticeable shift by the industry to focus on content and the user experience with trends such as personalisation and interactivity dominating. Almost two thirds of those questioned believe mobile integration will make a big impact in coming years. As more consumers interact with digital signage, brands will have the opportunity to collect data and insight on those engaging with the signage and adapt their content accordingly.
The industry experts also believe that retailers should use digital signage more intuitively to offer the customer a unique experience and face down the challenge of e-commerce. Interactive and personalised signage can be used effectively to support physical experiences, whether through mobile integration or interactive apps which are set to be in high demand in coming years.
Birgit Jackson, commercial director, Visual Solutions at Sharp Electronics Europe explained: “The digital signage market has grown rapidly in the last few years as solutions are becoming more affordable and businesses embark on digital transformation strategies to combine offline and online experiences.
At Sharp we believe it is essential to work together as an industry and contribute our best knowledge to make sure we are creating solutions that remain useful and relevant to our customers. By working with our partner community to better understand the challenges and opportunities that lie ahead, we can give our customers the best chance of success and the opportunity to realise the full potential of digital signage for their business”.
The free report, titled “Which way next? Digital signage in 2020” can be downloaded from: https://www.sharp.co.uk/cps/rde/xchg/gb/hs.xsl/-/html/digital-signage-software.htm