Digital signage, a technology that redefines advertising

A poster on a shop window or leaflets scattered around the streets are a thing of the past. Shops are increasingly focusing on digitized forms of communication to the customer. Research show that this trend is constantly developing, and Poles are open to taking advantage of it.

– We currently have three groups of consumers on the Polish market. On one hand, less critical representatives of Generation X (people born in the 60’s and 70’s) who are used to the traditional model of buying in a store. On the other hand, we have Millenials and the Z generation (born after 2000) who make purchasing decisions based on information found on the web. Especially for this group, the most important thing is the consistency of the information message offered by the brand – explains Marek Wieteska, CEO of Selfmaker, a company specializing in providing digital signage solutions.

The changes in the market have been noticed by the Rossmann chain, where for two months we have been able to see a multimedia presentation of the offer in 1,300 shop windows of this brand.

The use of digital advertising media is not new, however, in 2019 more and more brands will implement them in their activities, combining these media with multi-channel communication to the customer. Personalized offers, shopping hints, geotargeting or weather-related ads are an advertising trend that will continue to develop.

– Consumer research clearly shows that as many as 70% of customers pay attention to advertisements presented on digital screens and stands, and over 20% of them decide to buy products under their influence. This is a very big opportunity for brands that will use this channel in their sales activities – adds Wieteska.

MarketsandMarkets research reports that the global value of the digital signage market is growing at a rate of 7.4 percent. per year, and by the end of 2023 it is expected to reach a value of $32.84 billion.