In recent years, the retail industry has focused significant efforts on achieving an ‘omni-channel’ presence, whereby it can offer a seamless, personalized shopping experience to all of its customers, whether they are connecting with them online, in a bricks-and-mortar store, through social media or over the phone. The key to creating such a personalized experience is learning who a customer is and recognizing him/her at the point of contact. While retailers—and many of the technology providers that support them—have been spending immense amounts of time and resources to figure out who their customers are, the digital signage display industry has lagged behind in terms of contributing to the omni-channel experience.
There has certainly been impressive growth within the digital signage industry, which at a global level is currently valued at $18 billion per year, including everything from the physical displays themselves to content management software and services to digital out-of-home (DOOH) advertising. According to market research firm IHS, the digital signage industry experienced a 10 percent increase in revenue in 2015, a growth rate that is expected to continue through 2020.
While the industry has been somewhat late to embrace the omni-channel trend, it is at least fashionably late, taking time to evaluate technologies that have only recently emerged. These new technologies are focused on attribution (i.e. showing how ads affect consumers) and relevancy (i.e. proving those ads are reaching many people and are having an impact on the right type of consumers).