The world of advertising and communication is changing continuously. Nowadays, we can say that DOOH communication -or digital signage- is clearly the media of the future, with multiple possibilities that are yet to be discovered.
In fact, investment in DOOH advertising has been raising and taking over a great part of the traditional Out-Of-Home communication market share: from 2018 to 2019, there was a 17% increase in Spain. Also, digital signage represented, in 2019, 20% of the advertising investments total in Spain, while in 2018, that share was at 17.3%. In the UK, leading country in this industry, digital signage represents 54% of total investment in Out-Of-Home communication. For the first time ever, DOOH has surpassed traditional media.
This growth is expected to continue during 2020 and on, so we will continue to make the most out of the opportunities that the digital era gives us, and even creating new forms of digital communication.
We can firmly say, with supporting data, that digital signage will be an essential of the future of communication, but what are the features that will become more important in the next few years? Continue reading and we will keep you updated on the latest trends.
Omnichannel and artificial intelligence (AI), present in the future of DOOH advertising
Omnichannel strategies will be a must in advertising campaigns of the immediate future, since they offer connectivity between digital signage screens and smartphones. QR codes, for example, will become an essential tool to achieve interaction between ads and its audiences, providing a complete experience in points of sale.
In addition, AI, along with voice control, will provide a personalized experience to each customer. They will also make collection of data easier for the provider, which will allow for targeted campaigns. Thanks to voice control, users can locate products and know about offers easily and immediately; automatization of certain tasks translates into an improved efficiency for your business. This trend is beneficial from both the marketing point of view and the productivity of your company.
Last but not least, it is important to talk about augmented reality (AR). AR is very impactful and attractive for all audiences, and it can completely transform customer experience in points of sale. It is, without a doubt, an effective way to give useful information and digitize your business.
Do you want to discover everything that awaits for digital signage in the future? We will keep you posted in our blog at luk hiar!. Stay tuned!
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