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As digital signage and AV professionals are keenly aware, making predictions about outdoor signage display can be a risky endeavor, especially as we enter a new year with transformative technologies like AI reshaping our industries. However, it is precisely these technologies and the opportunities they present that underscore the importance of taking stock as we embark on a new year. To gain insights into the evolving landscape, we turn to seasoned industry insiders for guidance.
Rather than fearing change, businesses must embrace it and pivot accordingly, leveraging innovation as a strategic advantage rather than viewing it as a hindrance. Cultivating a mindset of problem solving at the convergence of business and technology is essential for future proofing operations.
Trend 1: Communication as the Cornerstone of Retention
Digital signage will continue to grow and become more mission critical, especially with the rise of hybrid work.
One of the historical challenges with digital advertising screen outdoor has been its perception as non essential, often resulting in it being deprioritized when budgets tighten. However, as companies recognize the importance of engaging with their non desk based employees, such as those in distribution centers, grocery stores, and retail locations without traditional office setups, the value of digital signage becomes increasingly apparent.
In 2024, amid a tight labor market where retaining employees is paramount, effective communication emerges as a crucial tool for employee engagement and retention. This realization may drive a shift towards creating omnichannel corporate communication strategies akin to the omnichannel marketing approaches employed by digital out of home marketers. While this transition may face some obstacles, such as resistance from employees to use personal devices for work or the expense of providing company owned mobile devices, there is a growing trend towards leveraging digital signage to enhance communication within the workplace.
Expect to see a proliferation of digital screens in work environments, including hallways and communal areas, serving as an expanded communication platform. While the adoption of omnichannel corporate communication may experience some initial hurdles, the potential benefits for employee engagement and retention could lead to explosive growth in this area.
Trend 2: Accelerated Consolidation
More and more large companies will continue to absorb smaller ones in the industry.
Perhaps we'll witness an acceleration of consolidation within the digital signage industry, reminiscent of the cable industry in the 1970s. Back then, numerous small cable companies operated in various regions, with relatively low barriers to entry—similar to the landscape of digital signage today. However, as companies delve into the industry, they often realize that simple solutions like PowerPoint systems updated via thumb drives are not scalable or effective in the long run.
As a result, larger players are likely to acquire smaller companies that offer niche functionalities, aiming to bolster their own offerings and expand their market share. Conversely, smaller players without unique offerings may find themselves sidelined or pushed out of the market altogether. This trend towards consolidation could reshape the digital signage industry, leading to a more streamlined and competitive landscape.
Trend 3: Retention Strategies – Communication, Recognition, Growth
Digital signage will become ever more central to workplace retention strategies.
Employee retention relies on three key components: communication, recognition, and growth, and digital signage can play a significant role in supporting each of these areas.
Communication: Effective communication is essential for keeping employees informed and engaged. Without regular updates, employees may speculate or assume negative information. Digital signage provides a platform for delivering timely messages from management, sharing video content, and promoting social interaction among employees.
Recognition: Employees want to feel valued and appreciated for their contributions. Digital signage allows organizations to publicly recognize teams and individuals for their outstanding accomplishments, such as meeting key performance indicators (KPIs), fostering a culture of appreciation and motivation.
Growth: Continuous professional development is crucial for employee satisfaction and retention. Digital signage can deliver on demand video content that helps employees develop professionally, whether it's training materials, industry insights, or career advancement opportunities. By offering resources for growth and learning, organizations demonstrate their commitment to employee development and career progression.
It's worth noting that digital signage systems have been well received by employees in firms where they have been implemented, particularly for their ability to deliver engaging and relevant content that supports employee growth and retention initiatives. By leveraging digital signage effectively, organizations can enhance communication, recognition, and growth opportunities, ultimately contributing to improved employee retention rates.
Trend 4: User Sourced Content
As social media becomes ever more central to modern consumers and workers, they love to be empowered to source or influence content directly.
It's crucial to recognize that while technology and digital signage serve as valuable tools for communication, their ultimate purpose is to foster community and culture with a human touch. Communication should not be viewed as a one way street but rather as an interactive process that involves engagement from all stakeholders.
In this regard, crowd sourced content and user generated content are becoming increasingly vital. Just as some schools have witnessed improvements in retention and engagement by involving students in the creation of digital content, employees appreciate the opportunity to contribute to company communications and culture, including through social media content.
This shift towards crowd sourced content has the potential to spark a revolution in community building within organizations. While this doesn't necessarily mean directly integrating social media posts from platforms like TikTok into company communications, providing employees with a channel to communicate directly (while ensuring safety and compliance) can significantly enhance team cohesion and foster a sense of belonging. By empowering employees to actively participate in shaping company culture and communication, organizations can strengthen their community and promote a more inclusive and collaborative environment.
Trend 5: AI
No surprise in the business / technology world, AI will continue to grow, but with a focus on operations, at least in the short term.
Nowadays, AI is beginning to revolutionize operations in various industries. For instance, AI tools are being employed to monitor screens and verify the accuracy of displayed content. If discrepancies are detected, these tools can generate reports or even initiate corrective actions, such as rebooting the player or updating the content suite.
Looking ahead, we can expect further advancements in AI technology to shape the future of digital signage. In the coming years, we will likely witness the emergence of AI driven dynamic playlists, capable of automatically curating content based on various factors such as audience demographics, location, and time of day. This predictive capability will enable businesses to deliver more personalized and engaging experiences to their audiences.
Moreover, in the long term, spanning five years or more, AI is poised to revolutionize content creation for digital signage displays. With advancements in machine learning and image generation algorithms, AI will be able to dynamically generate images tailored to specific contexts and audience preferences. This transformative capability will significantly enhance the flexibility and scalability of digital signage content creation, paving the way for more dynamic and impactful visual experiences.
The technology continues to evolve, outdoor LCD signage is poised to play an increasingly integral role in shaping the future of navigation for business. For further information about waterproof digital signage, please contact EKAA!!!
