Digital signage: 2022 review and 2023 trends

In 2022, the economic, environmental and geopolitical context has had an impact on consumer and business consumption. Changes in purchasing habits are shaking up companies' digital strategies, pointing to changes for the new year. Find out what the digital signage trend will be in 2023.

2022 review of digital signage communication

In 2022, a number of existing trends have been confirmed, shaking up the digital communication and digital signage market.

More responsible companies faced with demanding consumers

The year 2022 has accelerated the need for greater corporate responsibility. With environmental issues becoming ever more pressing, many companies have adapted their sales and communications strategies to meet consumers' demanding and exemplary criteria. Consumers expect total transparency on a company's environmental and social impact, as well as a strong stance in favor of inclusiveness. From sourcing to production, packaging to marketing, their engagement has been and will continue to be a reassuring factor for consumers who are more concerned than ever about the impact of their purchasing habits. This is the case for Intermarché, which illustrated its CSR engagements by taking part in a solidarity-based digital poster campaign on over 1,350 screens throughout France. The Mediatransports network and start-up Boon Today proposed a DOOH offer involving donations to Secours Populaire for each ad broadcast. On this occasion, the supermarket chain donated 1% of the gross amount of the campaign.

Ever shorter, more immersive and addictive video formats

The year 2022 has confirmed the supremacy of video. Video formats owe their meteoric rise to the social network TikTok, which specializes in sharing viral snack content. In fact, it inspired Instagram and YouTube to enter this segment, albeit struggling to keep up with the Chinese giant. The trend has been to create shorter and shorter formats, always more impactful and dynamic, in response to new user behaviours. With less and less attention span available and the democratization of smartphone use, content needs to be consumed quickly to be attractive. Already widely encouraged by platforms in 2022, snack content videos will be unavoidable in 2023. Companies will need to be able to respond to their audience's expectations by offering impactful experiences. This was the case for the mobile video game Pokémon Go, with a 3D billboard advertising campaign broadcast in Tokyo and produced by Yunika and Microad Digital Signage. The immersive video showed Pokémons hurrying to look at passers-by.

When data becomes content

Over the past year, companies aware that they have valuable untapped data at their disposal have adopted solutions to comply and analyze it. In digital signage, databases have provided the hardware needed to transform data into content. Thanks to automation, communications are delivered automatically and contextualized for greater relevance. Digital signage offers the opportunity to share adapted formats, delivered in the right place, at the right time, to the right target. The data that becomes content can be meteorological, temporal or linked to public information via RSS feeds. This was the case for the San Miguel campaign created by Pablo London, broadcast across the UK on screens located near retailers of the brand's beers. As hot weather encourages the consumption of refreshing drinks, the campaign was programmed to be broadcast when temperatures exceeded 18°C. Thanks to programmatic buying, San Miguel was able to broadcast its ad at the right moment, using the API of a weather application.

Trends in digital communication and digital signage in 2023

2023 is a continuation of 2022, with the increasingly rapid development of new technologies to enhance the customer experience.

Data-driven digital signage

Digital signage requires the human and financial resources to create and update content on an ongoing basis. To alleviate this problem faced by companies, digital signage can now be managed using data, either by automating content or by exploiting data streams as content. Management software can display and exploit data to automate the selection and sharing of content across sometimes immense networks of screens. The aim of this technology is to relieve sometimes small teams of communicators of time-consuming, repetitive tasks, so that they can concentrate on high value-added missions. It also enables programmatic purchasing software to automatically decide to include and trigger content in the broadcast loop of a digital signage management solution, according to pre-determined playback rules. In this way, a company can share constantly-updated, real-time data without losing control over delivery.

AI and automation for ever more effective marketing campaigns

Artificial intelligence and automation are advancing in many areas of business, and will soon be reflected in marketing. Whether it's to improve the efficiency, precision and ROI of their acquisition strategy or their advertising campaigns, these two technologies are already supporting companies on a daily basis. Examples include intelligent assistants that boost employee productivity, and programmatic advertising that optimizes ad spend while maximizing results. But, by 2023, AI is set to move beyond its hitherto exclusive focus on pricing and credit assessment, and into the realm of enterprise marketing operations. Thanks to the emergence of predictive analytics in the financial field, the departments concerned will have the means to anticipate the breakthrough of a trend in order to better manage their digital signage campaigns and increase their performance and relevance.

Creation, a major factor in the impact of marketing and advertising campaigns

The visual media used to bring a company's communications to life are becoming essential elements in its overall performance. With their specific characteristics, they can multiply the impact of a campaign tenfold on a given channel: web, social networks or digital signage. In 2023, companies need to pay particular attention to their visual communication to achieve their targeting and conversion objectives. With the Cenareo solution, communicators can easily create campaigns in just a few clicks. The intuitive, easy-to-use software offers a wide variety of templates, and adapts to your branding and graphic charter. In-house, at the point of sale or outdoors, your brand colors are present, while leaving your local teams free to update the necessary information in the content.

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With Cenareo digital signage software, take advantage of a turnkey solution for instant, unlimited distribution of relevant, attractive content. Our teams are with you every step of the way, offering you even more features and the best possible experience.

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