Digital Signage Summit casts a critical eye
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This year’s line-up of speakers, including experts from First Impression, Futuresource, Google, M-Cube, Trison, Visual Art and ZetaDisplay and spanning a wide range of sectors such as media, retail, and corporate, addressed the current market outlook and the impact of major trends.
Highlights included Dave Haynes, editor of Sixteen:Nine, and Mark McDermott, CEO at ScreenCloud, discussing How to get the message across to your employees and why agnostic software solutions that integrate with other systems are helping to streamline internal communications. While Daan Berends, creative director at First Impression Audiovisual, explored Why digital solutions lack success without spot-on content with practical advice on how ordinary content can be just as engaging as digital spectaculars.
During day one of the summit, Florian Rotberg, chair of DSS Europe and managing director of invidis consulting, presented a comprehensive market overview in which he revealed that global advertising markets have increased by 6% year on year, driven by a DooH growth of 26%. Florian also revealed that the overall market forecast for 2024 is looking to be flat.
Further insights revealed that market growth in Europe is tracking ahead of the US and Asia, thanks to a wider implementation of smart digital signage and experiences. The creation of unique, immersive experiences in a physical space is increasing with ‘Pop Up’ and concept stores growing in popularity.
Content, canvas, and location are key elements in creating a distinctive physical journey that differentiates from an online retail experience. Factors generating successful implementation include content being relevant and memorable.
“There needs to be a balance between the things you want to present and the stories you want to tell,” Hubert van Doorne, Nexmosphere said.
Rotberg concludes: “This year’s edition with over 500 visits was a resounding success with a wealth of market leaders and industry experts addressing the state of experiences and discussing trends and drivers for the year ahead. These valuable discussions pave the way for unlocking the potential of digital signage and DooH (digital out-of-home) still to be explored.”
