Where is digital signage headed?

Ian Barnard, vp. marketing and product management senior at Sharp NEC Display Solutions Europe, analyzes some of the trends in digital signage, like hybrid team collaboration, its data-driven implementation and deployment in public space.

The year 2021 has been marked, just like 2020, by continuous adaptation to change; so much so that it can be dizzying to look ahead. In this frenetic context, In the coming years we will see how certain technological and social trends, accelerated by the health crisis, are beginning to bear fruit on a large scale. Some of the most significant will be reflected in the use of digital signage and its deployment..

The first of these uses is the one referring to the current, and foreseeably lasting over time, hybrid work context. Even more than 2020, the year 2021 will be remembered as the one in which the labor model changed.

Last year there was a definitive shift towards partially remote employment, which became a permanent part of the economy. No matter where you look, We are in the midst of a shift toward a more empowered workforce as companies navigate labor shortages and employees reevaluate their relationship with work.; a relationship led by the demand for flexibility as a point of no return.

In this sense, one of the main ways in which the movement towards flexibility will materialize in 2022 is in the remote collaboration between hybrid work teams, which inevitably leads us to resort to digital signage. That is to say, Collaborative screens will become the greatest exponent of productivity in a hybrid work environment.

To achieve the cohesion of relocated work teams, Companies will need tools that allow clear communication, so that collaboration is not affected by absences.

On larger collaboration displays, this translates into crystal-clear video conferencing solutions., allowing participants to read each other's expressions and body language from a distance.

Besides, They turn out to be a very effective communication tool when it comes to generating cultural and community ties physically in the office., which will make these spaces more attractive for your employees.

Individual privacy and use of data

The second case of impact of current IT trends on digital signage is the fact that, in 2022, Companies will continue working and investing in finding a balance between respect for individual privacy and maximum use of user data.

Sectors such as retail, Hospitality and leisure will find the solution in digital signage software that uses data as a whole and not personal particularities.. A good example of this is the Sharp NEC solution for managing the entry and exit flow of these spaces., which uses built-in sensors to record individual movement, but not the personal characteristics of the clients, allowing movement to be recorded without invasion of privacy.

For example, a large store with several exits and crowding points such as, For example, checkout lines or fitting rooms. A data-driven tool can help store managers ensure customers receive specific information upon entry, whether it is the latest product on sale or COVID-19 prevention regulations.

At the same time, Managers can see where consumers tend to move and congregate to offer the best content for each stage of the journey or find out where there is a traffic flow problem.

Since the tool does not store personal information, Users can get the most out of their signage without posing a personal data management problem..

Public space management and sustainability

Thirdly and from the social point of view, the pandemic, definitely, has forced public administrations to rethink the use of public space. Since only between the 2 and the 15% of the land in the center of European cities is public space, planning is vital and, inside her, the intelligent use of digital signage in outdoor spaces.

Digital signage can be a great tool for urban management, but only if the messages arrive. That means high luminosity is needed to combat ambient light., as well as a casing and ventilation that prevents rain, snow and dust damage the signal. Besides, Content management must be simple enough that messages can be updated in real time.

Finally, Sustainability is a trend that has been progressively gaining strength in companies, to the point of going from being seen as a marginal benefit to a necessity. At the moment, It is not only a decisive purchasing factor, but also a practice from an economic point of view, especially when it comes to signage.

Although its use has been uneven in different sectors of activity, Digital signage has no competition when compared to traditional signage.. Your highest profitability in the long term, along with lower consumption of resources and, therefore, greater sustainability, has led to the replacement of traditional mass consumption signage by all types of companies and civil infrastructures.

Ultimately, In the coming years we will witness a greater expansion of signaling trends towards sustainability, hybrid team collaboration, its data-driven implementation without invasive use of privacy and its deployment in public space. These trends come together in lasting digitalization, clear and easy to use. Luckily, The solutions are there for those who look for them..

Ian Barnard

VP. marketing and product management senior at Sharp NEC Display Solutions Europe