Retail Attention Grabbing Driving Digital Signage’s 7.7% CAGR

Global digital signage market size in $ billions (Source: Solomon Partners)

In a world filled with a plethora of brands and sources of media, and where the average consumer is exposed to thousands of messages each day, the importance of choosing efficient and effective advertising channels is greater than ever. Digital out-of-home advertising provides brands the ability to target customers with pertinent messaging that can be deployed programmatically. According to a study, unaided recall rates in digital out-of-home ads are 7 to 25% higher than other forms of media such as TV and social media, further demonstrating the power of digital signage to generate fruitful, lasting messages.

Solomon Partners

The integration of streaming technologies into smart TVs correlates with the integration of ad serving technologies into the outdoor display market. It’s easy enough to think of displays as passive viewing experiences, but there is ample evidence that they are going to be an integral part of real-world experiences best treated as information surfaces instead of purely as screens. That changes the perception of displays as monitors or TVs into information and interactivity real estate. That’s just a tortuous way of saying that a screen is only good as the experience it provides when blended into everyday life. Digital signage, and to some extend AR and VR, may be what saves brick and mortar retail and ushers a new era of shopping experiences because the retail sector sure needs the help.