Digital signage continues to reinvent itself to meet the evolving needs of businesses and target audiences. In 2024, this technology is moving towards innovations that enrich the user experience. The coming year promises significant advances in personalization, sustainability and interactivity.
Large-scale customization
One of the major trends in digital signage in 2024 is content personalization. Thanks to advances in artificial intelligence and machine learning, digital signage screens can adapt messages in real time to the audience present. Demographic data, purchasing behavior and even weather conditions can be analyzed to deliver relevant content. This is what we call contextual marketing. The messages delivered are adapted not only to the characteristics of individuals, but also to their history in the context of a point-of-sale display. For example, someone entering a store might see promotions specific to their previous purchase history, or personalized recommendations. Contextual marketing makes communication more relevant and, consequently, more impactful.
However, these devices must also adopt advanced security measures. In fact, cybersecurity is becoming a major challenge to protect the information collected and guarantee users' peace of mind.
Connectivity and the Internet of Things (IoT)
In 2024, connectivity for digital signage screens continues its democratization. With the Internet of Things (IoT), it's possible to set up more fluid interaction between different devices. Displays become real-time data distribution centers, capable of connecting to existing corporate infrastructures. Cameras and sensors can be used to collect real-time information on spectators, such as their age or gender. Artificial intelligence (AI) technologies are capable of analyzing these large volumes of data and predicting target behavior. This data can then be used to instantly adjust advertising campaigns broadcast via screens.
Connectivity also offers the advantage of synchronizing displays across multiple locations. This means that campaigns can be broadcast uniformly to all locations, or vary according to screen location, as in different departments of a company, particularly in the industrial sector. Whether at the point of sale, in high-traffic areas or in waiting areas, there are many different types of digital signage.
Interactivity at the heart of the user experience
Interactivity is another key trend for 2024. Touch screens have already proved their worth, but in 2024 they will become ubiquitous and more sophisticated. These dynamic screens can enable users to actively participate, whether to obtain additional information, answer surveys or make purchases.
Augmented reality (AR) and virtual reality (VR) are formidable tools for creating immersive experiences: 3D product demonstrations, interactive pathways. Major retailers are already integrating these technologies into their windows and showrooms to enrich the shopping experience.
Adding gamification features to interactive displays is a fast-growing trend. By making the experience more playful, companies can capture attention for longer and improve consumer or employee engagement in corporate digital signage. Games can be used for surveys, competitions or promotional campaigns.
A variety of more immersive types of content
In 2024, immersive content such as videos broadcast on digital signage screens is not only a major trend, but also an unavoidable necessity. Such content better captures the attention of passers-by, consumers and employees alike, thanks to its ability to deliver rich, engaging visual and auditory experiences. Unlike traditional static media, dynamic video on screens has powerful storytelling potential, enabling complex, emotional messages to be conveyed in an attractive, memorable way. This technology also meets the growing expectations of audiences, who are increasingly accustomed to interactive and immersive content.
EasyMovie by Cenareo is a suite that helps you create and distribute your videos. It's ideal for small and medium-sized businesses, or for those who don't have the in-house skills to produce videos. Several features make your work easier: format library (meeting summary, tutorial, customer testimonial, managerial communication...), integrated prompter, precise shooting guides, screen recording option, automatic editing, detailed audience statistics.
The rise of sustainability and eco-responsibility
Environmental sustainability is becoming a crucial factor in the design and use of dynamic displays. Companies are increasingly aware of the importance of reducing their carbon footprint. As a result, environmentally-friendly materials and energy-efficient technologies are becoming a prerequisite for new products.
Low-power LED displays are on the rise. These devices consume less energy, while offering superior display quality. Parts of the screen can be put to sleep when not in use, ensuring maximum energy efficiency.
In addition to reducing energy consumption, component recycling is a significant trend. Manufacturers need to design products with a second life, and integrated recycling initiatives are beginning to emerge. Materials must be recyclable, and spare parts easily replaceable.
As 2024 promises to be a year of transformation and innovation, digital signage continues to push back the boundaries of visual communication. Companies have a wide range of opportunities to enrich their communication strategies. Navigating towards a future where the customer experience is at the heart of concerns, digital signage is positioning itself as an indispensable tool for captivating and retaining an increasingly demanding public.
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