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Trends in the digital signage market 2020. Kilchenmann in the IT market panel with Micha Lehmann, Solution Designer Digital Signage.
Kevin Fischer, IT-MARKT 19.02.2020
Digital signage is becoming increasingly important in Switzerland and is set to become a key driver of the advertising market in 2020. Micha Lehmann, Solution Designer Digital Signage at Kilchenmann, explains which trends are emerging and which technologies will have an impact on the market in the future.
How has the digital signage market developed in Switzerland?
The market is growing continuously. While ten years ago the main area of application was retail and public communication, today it is increasingly being used in corporate communication and event communication. As a result of this growth, the hardware is becoming ever cheaper, the software ever more functional and the data is increasingly available in digital form.
What trends are you observing in this area?
In the area of retail communication, the "immersive store" has been around for several years. Customers are offered a new shopping experience in the store using digital signage, where they can find extensive information on the screens about products of interest to them. Data analytics is playing an increasingly important role here: visitor numbers, interests and actual purchases are measured and the content of the screens is influenced on the basis of this data. In the area of corporate communication, digitalization is a major driver, whereby information is available electronically and displayed in the right place at the right time using interfaces and intelligent mapping.
Which technologies will have a major impact on digital signage in the future?
In terms of hardware, it is clearly LED display technology that will replace conventional screens in the large-format area (video walls), but also for special, eye-catching shapes. In the area of software and functions, it is sensor technology that should display information that is as relevant as possible to the viewer. So it's no use if a bald man sees an advertisement for hairspray, and an ice cream advertisement is often of little use when it's raining - this is exactly what sensor technology is supposed to recognize and control. The systems are becoming more networked and intelligent, the content should be relevant and interesting for the current moment and for the current viewer.
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