Trends in the digital signage sector include continued growth, especially in retail as advertisers shift from traditional TV and print media to digital, and the convergence of digital signage networks and smartphone devices for more on-demand and personalized messaging.
These trends are presented in an interview with Steve Acquista, director of digital signage for Black Box, by POPAI’s Savia Coutinho for a two-page white paper from April 2010 on the current and future states of digital signage at Black Box.
The cost for digital signage has declined during the five years prior to April 2010, as well as for hardware, such as media players, servers, and signal-distribution products. Because of this, along with increasing education and technology, discussions about the benefits of digital signage have become easier.
The areas of opportunity for growth include corporations, hospitals, schools, banks, and production facilities. The missing aspects include a lack of standards in hardware, software, and content creation. On the plus side, more web-based aggregate models have emerged.
Digital signage’s effectiveness can be measured in several ways, based on sales results, improved customer satisfaction, increased mind share, and stronger employee morale. The methods of measuring this effectiveness are eye-gazing and gender-tracking technology, which measure attention spans, dwell times, and content effectiveness.