Results show that digital signage displays sell more products than their fellow advertising competitors. In fact, some studies suggest a 33% increase in overall sales. As more companies adopt this innovative way of reaching customers, it’s clear that digital signage offers substantial advantages to businesses in all markets across all industries.
With innovation showing no sign of slowing down, let’s get into some of the emerging digital signage trends to keep an eye on in 2023.
Spike in digital signage adoption
The price of driving a digital signage network is becoming more cost-effective by the day. Because most digital signage networks in South Africa use WebOS, it’s easier to connect to a media player to communicate with customers while keeping costs down and enjoying lower failure rates. It also means fresher, more engaging content whenever you need to update customers on changes or promotions.
For example, transparent displays are expected to be a hugely popular trend in 2023, with industries like high-end jewellery retailers making use of this to showcase their wares through the window with less risk. With a WebOS that supports a media player, retailers can switch from holiday gifting ideas to Valentine’s Day presents without much trouble.
It’s interesting to note that, today, 50% of marketing budgets are allocated to digital marketing, further cementing the fact that digital signage has the potential to keep your brand relevant and recognised.
A surge in DOOH advertising
DOOH (Digital Out of Home) LED billboards allow you to advertise on a grander scale. These heavy-duty displays are most commonly found outdoors, next to busy intersections or where there’s usually steady traffic – and are perfect for getting campaigns to the masses.
One of the many benefits of DOOH signage includes the means to operate the display remotely and in real-time. As with other digital displays, these screens have built-in computers that can be communicated with from a distance.
Earlier this year, Epic Outdoor announced plans to construct one of the country’s largest, most noticeable solar DOOH displays. Estimated to be 400m2, the display will be visible to travellers on the N1 highway and will be solar-powered to combat the effects of loadshedding.
Digital menu boards meet POS
In 2022, the QSR (Quick Service Restaurant) space exploded with more businesses adopting digital displays to help their drive-through customers place orders. Moreover, these screens offer high brightness in outdoor spaces to make communication clearer and smarter. Fitted with WebOS on the panel, these displays connect to a database and can retrieve the individual customer’s previous order history.
In 2023, we expect to see more menu board integration that automatically updates as soon as it detects when items are out of stock. For example, fast food restaurants can notify customers via the display when they are out of chicken or if the ice cream machine is broken before people place an order, giving customers time to decide on an alternative. It’s a way for businesses to increase customer satisfaction while championing transparency.
A new level of personalisation
By now, we know that data-driven content rules the world. But what does this mean for business owners in 2023? The digital signage industry has grown year on year, specifically due to rule-based triggers and playback, where AI can disseminate information without direct input from humans.
For example, we can target specific markets or LSMs on a digital signage network to influence consumer behaviour, which is tracked on promotional items sold. The analytics is so advanced that it can detect if a male customer enters a store and then serve him with content that might be of personal interest. This is when data becomes immensely important in any marketing strategy. Knowing how to read variables and analyse data will help businesses outperform competitors.
Full data integration
Data integration can make it easy to showcase anything digital, from your website and social feeds to live events and complete customer journeys. We anticipate the next industry to delve into full data integration will be automotive. Starting from vehicle license plate recognition when customers book their vehicle in for a service, to the sales team upgrading the vehicle once it’s out of a motor plan, to the sales floor displaying events the company are getting involved in, the purpose remains to present customers with digestible content and plan your next steps based on the reception of the feedback.
It’s interesting to see how digital display technology continues to evolve. With its state-of-the-art digital displays, LG remains at the forefront of innovation. The company understands that once clients invest in digital signage – and therefore the future of their company’s marketing efforts – they expect a system with seamless integration between hardware and software. That’s why LG’s Connected Care system monitors any issues related to the display to ensure maximum uptime on a network and provide a hassle-free experience for businesses and their customers.
For more information about LG’s latest digital signage displays, visit lg.com/za/business/digital-signage.
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