In 2022, the economic, environmental and geopolitical context impacted the consumption of individuals and businesses. The change in buying habits is shaking up the digital strategy of businesses, hinting at changes in the new year. Find out what will be the trend in digital communication in 2023 for digital signage.
The 2022 review of digital communication via digital signage
In 2022, many existing trends have only been confirmed, shaking up the digital communication and digital signage market.
More responsible businesses in the face of demanding consumers
The year 2022 has accelerated the need for greater corporate accountability. As environmental issues are becoming more and more pressing, many of them have adapted their commercial and communication strategies to meet the demanding and exemplary criteria of consumers. They expect total transparency on the environmental and social impact of businesses as well as a strong position in favor of inclusiveness. From sourcing to production, through packaging and then through marketing, their commitment has been and will continue to be an element of reassurance for consumers who care more than ever about the impact of their buying habits. This is the case of Intermarkt, which illustrated its CSR commitments by participating in a solidarity digital signage campaign on more than 1,350 screens throughout France. The Mediatransports network and the start-up Boon Today proposed a DOOH offer consisting in paying donations to Secours Popaire for each broadcast of an advertisement. On this occasion, the supermarket chain donated 1% of the gross amount of the campaign.
Video formats that are ever shorter, more immersive and more addictive
The year 2022 confirmed the supremacy of video. Video formats owe their rapid growth to that of the social network TikTok, which specializes in sharing viral snack content. It also inspired Instagram or YouTube to launch into this segment, struggling despite everything against the Chinese giant. The trend has been to create formats that are shorter and shorter, but still more impacting and dynamic, to respond to new user behaviors. With less and less attention time available and the democratized use of smartphones, content must be consumed quickly to be attractive. Already widely encouraged by platforms in 2022, snack content videos will be essential in 2023. Businesses must be able to meet the expectations of their audience by offering compelling experiences. This was the case with the mobile video game Pokémon Go, with an advertising campaign on a 3D display screen broadcast in Tokyo and produced by Yunika and Microad Digital Signage. The immersive video showed Pokémons rushing to watch passers-by.
When data becomes content
Last year, businesses aware of having valuable unused data 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 in order to gain relevance. Digital signage offers to share adapted formats, delivered in the right place, at the right time and to the ideal target. Data becoming content can be Meteorological, temporal or linked to public information thanks to RSS feeds. This was the case of the San Miguel campaign created by Pablo London, broadcast throughout the United Kingdom on screens located near retailers of the brand's beers. The hot weather benefits the consumption of refreshing drinks: it is in this logic that the campaign was programmed to be broadcast when temperatures exceeded 18°C. Thanks to the programmatic purchase, San Miguel was able to broadcast its announcement at the right time using the API of a weather application.
The trends for digital communication and digital signage in 2023
2023 is part of a form of continuity compared to 2022, with the ever more rapid development of new technologies at the service of the customer experience.
Digital signage entirely driven by data
Digital signage requires the human and financial resources needed to create and update content on an ongoing basis. To overcome this problem that businesses are facing, digital signage can now be managed through data, by automating content or by exploiting data flows as content. Management software can display and use data to automate the selection and then sharing of content on networks of sometimes huge screens. The purpose of this technology is to relieve sometimes restricted teams of communicators from time-consuming and repetitive tasks, so that they can focus on missions with high added value. It also allows programmatic purchasing software to automatically decide to include and trigger content in the distribution loop of a solution dedicated to the management of digital signage, in compliance with reading rules determined in advance. Thus, a company can share data in real time, constantly updated without losing control over the distribution.
AI and automation for ever more effective marketing campaigns
The progress of artificial intelligence and automation concerns many fields of activity and should soon be illustrated in the field of marketing. Whether it is to improve the efficiency, precision and return on investment of their acquisition strategy or advertising campaigns, these two technologies already support businesses on a daily basis. This is particularly the case with intelligent assistants that boost the productivity of their employees and programmatic advertising that optimizes their advertising expenses while maximizing their results. But, in 2023, AI should go beyond its scope of application hitherto reserved for pricing and credit evaluation to be used in business 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 always better manage their digital signage campaigns and increase their performance and relevance.
Creation, a major challenge in the impact of marketing and advertising campaigns
The visual supports used to bring a company's communication to life are becoming essential elements for their overall performance. With their specificities, they make it possible to multiply the impact of a campaign on a channel: web, social networks or digital signage. In 2023, companies must take particular care of their visual communication to succeed in their targeting and conversion. With the Cenareo solution, communicators easily create campaigns in a few clicks. The intuitive and easy to use software offers a wide variety of templates and adapts to your branding and your graphic charter. In business, at the point of sale or outside, your brand colors are present while leaving the possibility for your local teams to update the necessary information in the content.
With the digital signage software Cenareo, take advantage of a turnkey solution to broadcast relevant and attractive content instantly and without limits. Our teams support you throughout your project to offer you even more features and the best possible experience.
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