This analysis examines the global digital signage systems sector. Frost & Sullivan defines digital signage as a network of connected screens, typically with remote management, to drive advertising, merchandising, or communication efforts. Digital signage is no longer a static board or wall display but is an adaptable communication medium that supports organizational goals, links with an omnichannel marketing strategy, and adapts to context-specific needs. While displays are likely to account for the largest share of spending, the real value add and the thing that makes digital signage impactful is the content displayed and how the content is presented in a relevant way to the audience.
• The COVID-19 pandemic accelerated digital signage software and service modifications, forcing many years of change into a short time and reweighting priorities for vendors and buyers.
• Digital signage proved an ideal avenue to communicate effectively to mass audiences and adapt to new hygiene and service demands.
• The analysis describes how digital signage deployments can be tailored to meet specific needs and optimize the delivery of a message in context (to attract customer attention, engage employees, or inform visitors).
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