Digital signage has been a staple in the advertising marketplace for the last several years and seems to have a growing impact in terms of its evolution. It has offered increased benefits for businesses ranging from data based on usage and interaction to content variability and flexibility. Metrics available are quite sophisticated, now making dwell time and usage quantifiable. Digital signage can be intuitive enough to determine who the viewer is and offer customization options based on that user. At the current moment, the growth of large format printing is outpacing that of digital signage. One might argue that digital signage may not have a major impact on the sales of traditional print signage, and it is possible that the two formats might not even directly compete. The applications can vastly differ at times, given some of the interactive applications for digital signage and the size and scale of some wide format applications. This is all quite possible. However it is impossible to ignore the impact of digital signage as marketers look to capture their audiences.
The question is not necessarily the level of competition, but rather what digital signage is teaching us about the nature of marketing in the graphic communications industry today.
Interactivity cannot be ignored. 53% of shoppers prefer to gain product knowledge in-store, and 56% of shoppers find advertising to be an integral part of their purchasing decision. Overall, shoppers are looking to be engaged when they enter a retail environment. Sportchek is a prime example of a retailer who has taken big strides to increase its interactive offering. In late 2015, the retailer opened two flagship stores in Toronto’s Yorkdale Mall and Mississauga’s Square One Shopping Centre, both covered wall-to-wall in digital signage. Boasting 200+ screens in both locations, many of Sportchek’s displays offer interactivity that may uncover buying cues. For example, some of the displays offer product suggestions based on customer preferences. Other screens may offer data as to store inventory, and additional product knowledge.
75% of shoppers use their mobile devices during their in-store experience. 71% of in-store shoppers who said they used their smartphones to research products online reported that their device is increasing in relevance toward their in-store experience. For companies looking to find similar engagement with their print offerings it is important to push digital integration. Augmented Reality, and Near Field Communications applications may deserve greater attention than they may currently be receiving. Customers look to be attracted and entertained by signage, and with mobile device usage only increasing, this is not a trend that is going to disappear.
Augmented reality involves using a device, in many cases a smartphone or tablet, to reach interactive digital content linked to a particular printed material. The Augmented Reality and Virtual Reality markets have seen a big surge in the past year, and should continue to see growth in the coming years. With companies like Facebook placing great investments in the technology, and AR/VR seeing a $1.1 billion investment overall in the past year, it is worth gaining a deeper understanding. While Virtual Reality applications currently do not relate to print, Augmented Reality applications do. Companies ranging from Lexus to Siemens, and many others have been able to use AR in print campaigns, thus creating deep interaction while still using 2D printed materials. IBM has made strides to create an app where customers can be provided with personalized information while browsing store shelves. Interaction is paramount as retailers work towards adding value to the in-store experience compared to online.
For marketers and advertising professionals alike, it is important to find ways to maximize the impact signage has and the level of interaction it can create. For printers, the key is to find ways to adopt new technologies to offer customers more options. Whether it is through Augmented Reality, special finishing options, or unique applications, there are many ways to increase the level of interaction. Today’s marketers aim to target audiences and track ROI, and it is essential to find ways to accomplish these same goals with 2D print. If digital signage has taught us anything, it is that large format, or print of any kind should not be excluded from the interactivity discussion!
