Indian digital signage solution market is set to gain solid grounds in the coming years due to shift in Out of Home advertising from Print to Digital media, expanding footprint of organized retail outlets, increasing infrastructure investments in Smart Cities, and growing travel and tourism market across India.

Developing service industry, advertising industry, and high-volume consumption of retail goods in the country have driven companies to adopt innovative ways for marketing their product & services in order to grow and sustain their customer base and Digital Signage has a major role to play in this story.

Digital signage system for indoor application represents the largest share in 2020 and is anticipated to lead throughout the forecast period on account of growing awareness amongst small and medium enterprises. It is expected to grow at 30% on annual basis for next 10 years, owing to high growth in retail outlets, commercial businesses, travel and tourism business, installation of screens in public transport stations and multiplexes which are driving the growth of the market.

Digital signage systems make use of display screens, media players, content management systems, player software, mounting accessories, cables, and power supply to display dynamic or static visual content in indoor or outdoor environment for the purpose of information display, advertising, or promotion of products and services. Although, India’s digital signage market is yet to develop on larger scale owing to low degree of awareness in semi-urban and rural parts of the country. Increasing public infrastructure development activities is leading to increasing penetration of digital signage systems across the country. Within digital signage systems market in India, display screens segment accounted for majority of the market share, followed by content player and software.

Digital Signage standee or Floor standing Signage Kiosk are increasingly getting popular across industry, such as Hospitals, Hotels, Schools, Retail Showrooms and malls, Cinema and Entertainment. They are easy to place and start off. No need to find a wall and drill holes.

Amongst all verticals, retail, entertainment, government & transportation and hospitality verticals have captured majority of the revenue share in overall India’s digital signage market. In-terms of regions, Western region captured the largest share of the market followed by North, South and East.

What is Digital Out Of Home (DooH) Advertising?

Digital-out-of-Home (DooH) advertising is a market that is growing rapidly. Operators of digital signage networks, location owners, media agencies and brands are looking for more dynamic solutions and methods to deploy applications that are driven by market and users’ needs. On the bottom line, media owner’s monetize viewings irrespective of the medium used, allowing multiple avenues for viewing. The digital format offers hug benefits to all, such as the ability to provide topical, moving content in a timely, targeted fashion, with interactivity allowing deeper engagement whilst providing a richer experience for the audience. Content is becoming more engaging with advances in brightness, resolution and communication that allow almost any public ‘out of home’ space to become a link to targeted audiences for paying advertisers. Firstouch Content Management Solution offers live reporting of screen play, sends screen shots of the running content, and downloads reports for actual time on. This easily networks between Advertiser, Service provider and Asset Holder, in order to simplify planning, buying and the delivery of an advertising campaign.

Also Read: Digital Notice Boards in Corporate Offices

Digital Signage are also getting Interactive. Not just promotion, they also interact with user to offer them information they are looking for.

For instance, Information cum Way finding kiosk, Product info cum online ordering solution. These touch-based solutions are immensely useful for customer engagement and give their ROI very fast

As the Western world is already getting its share of Digital, India is all set to embark upon its own Digital Signage journey. The service providers who are good in their services are already hands full with work.

Do you think the future of digital signage is in customer interaction?

The digital signage till now has provided one sided information to the audience. However, they can provide impressive and interactive experience to the customer as well. Customer can directly interact with screens via touch-based applications.

Interactive Digital signage can:

• Provide relevant content to the audience at the touch of a finger.
• Provide online browsing and even purchase
• Give more information on the signage content
• Save time from standing in the queue

As the cost of hardware comes down, more and more Digital Signages are now becoming Interactive. The dual purpose of Promotion and Information retrieval – both are served easily.

What are the latest trends in digital signage?

Digital Signages are now becoming an essential part of Out of Home Publicity and information dissemination. The quality as well as size of the screen displays is getting bigger and bigger.

Not just Advertising, Digital signage displays have played a significant role in giving out important information. They have useful in curbing the spread of the Corona virus pandemic by letting people know of the symptoms and precautions through Video and Images in Hospitals and public spaces. Governmental and non-governmental organization use Digital signage’s advising people how to minimize the chances of getting infected with the coronavirus have used such display screens to disseminate the message.

Touch less Technology: -Currently in these days everyone want to live hygiene and more conscious about his health so organization are looking for new touchless technology and do less paper work to optimize customer experience with display screen and information kiosk can be facilitated by advance technology for example :

Ø  Facial recognition

• Body sensors
• QR codes

Introducing new technology which to promote through signage and attract new customers. for example – some time you see in the screen showing promotional and selling content with discount coupon and QR code for payment without standing and wasting their time in line you any buy immediately the product.

Another trend in Data Analytics. Now you can collate how many eyeballs at what time count for each location screen. This helps in deciding the value of the location of the screen for Advertiser.

What are the benefits of using digital signage for your business?

1. Easy to Manage – You can easily manage all the signage which install your all outlet you can update one or multiple screen in the real time from one location,  for,  the large retails or companies managing their digital signage from their main location they have ability to schedule a message enable their business to their target audience. 

2. Cost effective & saves time: – Yes its cost effective the cost of required equipment which is signage substantially more than a printing and adverting and manpower cost and also time spent on this work in few year Compare your print costs over the period the cost of the equipment and you’re likely to be pleasantly surprised.

3. Dynamic: The digital signage is very easy to control and it also modifies quickly in any time you want. its depends upon you what service you choose you may be able to store your own graphics and update the signage as often as you want and you can also promote or showing in the display a flash sale activity for certain time periods.

4. Attention Grabber:- People are visual learners with short attention spans, so digital signage are the perfect medium for effectively attracting and holding attention. Audio, video helps people pay attention, learn, and remember. This increases the likelihood that your message will be heard and absorbed.

5. Promotion:  Digital signage is playing important role in to promoting product and services without using more time and money. Digital signage is an ideal place to introduce audiences to new or lesser-known offerings and highlight upcoming specials and promotions.

6. Data Analytics: Digital Signage now comes with AI based technology, which can tell you how many people saw the content at time of the day. Eyeball Count helps a lot in determining the usefulness of the media.

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