The evolution process of a company in the digital signage sector can be summarised in four main moments, starting with
1) The digital visual discovery phase.
2) The audience interaction phase.
3) The metrics and analysis phase.
4) The automated intelligent personalisation phase.
Digital signage emerged in the 1990s as a result of several factors, but the main ones are related to the visual impact of video compared to static print, the accessibility of screen technology and its visual quality, and dynamism, such as the ability to update content with greater versatility.
The starting point for the digital experience
These are the circumstances that initially drive companies to make the leap to digital signage. In the first phase, that of digital visual discovery, a company wants to master the content management of its channels and optimise and update its messages with the fluency of a technology expert.
At this early stage, although some already have screens, their management is limited, the business is growing, there are more shops and more devices that need to be managed centrally, with the advantages offered by the Internet, such as websites or social networks, but brought into the field of physical spaces, such as a shop or a reception, and with the alternative of expanding the formats with video walls, mega banners and audiovisual effects that captivate the audience's senses. Isn't it amazing to be able to target customers with the precision and versatility you've always wanted?
IoT and digital signage, creating valuable connections
But this is only the beginning, because once the jump to digital has been made, the second phase of interaction with the target audience is the natural step, where the need to create meaningful connections that not only inform but also create meaningful conversations on screen is awakened. How can this be achieved?
With IoT technology in digital signage, behind various objects such as facial recognition cameras, RFID, NFC, QR systems, capacitive sensors (KAS) or touchless sensors (optical, light, distance, humidity, proximity, speed, temperature, sound, etc.) and voice recognition systems, there are enormous possibilities to generate and capture interactive and dynamic information in real time.
Some of the most attractive benefits of the IoT and a digital signage cloud platform such as nsign.tv are: improved customer engagement; more personalised and emotionally connected experiences; the ability to generate measurable conversations, in the right place, with the right person, at the right time, in the right format.
Metrics and decisions
The third stage is the result of the previous process: the acquisition of data that must be analysed in order to anticipate the market and improve the user experience, as well as to reduce operating costs, optimise inventory and forecast sales. It is the source of strategic decision-making, of BI (Business Intelligence), because data is nothing if it is not analysed and if actions are not taken on the basis of what it reveals.
The focus here is on maximising the potential of the data, bringing metrics to life and guiding the direction of the business. This analysis phase provides the opportunity to anticipate the market and improve the user experience through careful interpretation of the information gathered.
How about having access to detailed data on content exposure, understanding the time and days each product was displayed, and how about monetising in-store traffic by allowing brands to advertise on their own screens while providing detailed exposure reports? In addition, the alternative of cross-referencing this data with sales and inventory allows you to understand the true impact of content on each product's performance.
From designing your own business intelligence (BI) dashboard to integrating data from connected IoT devices to create customised dashboards is possible with the cloud platform, this stage can lead organisations to make fundamental decisions in planning for their future based on deep, real-world analysis. It becomes a key moment for turning data into actions that drive business growth and efficiency.
Transformation and machine learning
In the midst of the era of intelligent systems, where this technology is proliferating and we are completely unaware of its outcome, we find ourselves immersed in the feasibility of a fourth phase of digital signage, which has to do with intelligent personalisation and automation, powered by Artificial Intelligence (AI) and Machine Learning (ML).
The possibilities are immense and range from offering personalised promotions and recommendations in an automated way, using AI to recognise visitors and tailor content according to their profiles, to contextual adjustments in real time, depending on weather conditions or changing circumstances at live events, for example.
In addition, the ability to recognise emotions through ML opens the door to even deeper personalisation, tailoring content to the emotional responses of people in front of screens. This phase represents a milestone in intelligent and dynamic personalisation, opening up new frontiers in the interaction between brands and their audiences, supported by the most advanced technology to date.
Data integration, connectivity and technology adaptation challenges
Despite the previously unimagined potential, organisations are struggling to gather valuable information from IoT data, and AI can be key to processing and extracting meaningful insights, while ML can help integrate data from multiple sources and devices for more complete and effective analysis.
The future of digital signage is challenging, however, as the combination of these systems promises a future of highly adaptive content, and both software and hardware will need to provide the simplicity and adaptability to satisfy users in simplifying so much complexity, so much data, from so many sources, and the ability to process it, as well as the barriers of connectivity and the promise of better Internet speeds.
The key will be experienced, open solutions, with the ability and willingness to adapt quickly to change, to take full advantage of the accelerating explosion of this technological revolution.
About nsign.tv
nsign.tv is a complete digital signage platform that allows brands and organisations to connect and interact with their audiences in physical spaces in a very friendly and intuitive way. nsign.tv stores, organises, schedules and plays digital content in a measurable, centralised way and on any screen, integrating with total flexibility in scalable digitisation projects through AI, Big Data and IoT to create differentiated experiences with customers and employees in any physical space. Headquartered in Barcelona, with offices in Madrid, Valencia, Miami and Mexico City, and certified partners in most countries in Europe, Latin America and the United States, nsign.tv manages more than 50 million digital assets on more than 50. More than 2,000 users, 150 brands and retailers from different sectors such as Ikea, Areas, Nespresso, Coca Cola Europa Pacific Partners, Haribo, Unilever, Revlon, P&G, Domino's Pizza, Spar, Aldi, Electronic Arts and Cinépolis, among others.