In many ways, digital signage is at a crossroads as digital solutions become more popular, yet technology also faces a number of hurdles. Many reports and research indicate audiences are moving away from screens in favour of physical and traditional forms of media. In the magazine industry for example, research by YouGov Profiles shows that UK and US magazine audiences still prefer reading printed media over digital. Out of the 166,000 people polled, only 18% of UK respondents said they got more engagement from reading magazines online as opposed to in print. But despite the public’s weaning away from constant use of small digital devices, digital screens and interactive displays continue to be popular, with research from Statista predicting the use of digital video advertising to grow at a rate of 12.4% by 2026. With the public engaging with media and experiences in several different ways, the small device in peoples’ pockets is still essential for providing information and entertainment. Both print and digital screens are able to interact with people via mobile phones using technology such as facial recognition and timed media. With digital being adopted by public spaces, retail, and hospitality, it remains highly important for businesses to keep on top of the latest trends and advancements. The media mix As evident in the research and methods mentioned, interactive technology relies on physical attributes to truly become interactive. Augmented reality (AR), which relies on a physical environment, is being used more and more alongside printed and digital media. Wide-format print company, RMC Digital Print, which works exclusively with print and signage companies in the trade sector has seen a variety of changes and trends over the past few years. Managing director of RMC Digital Print, Nicole Spencer, comments: “The possibility for AI/AR with printed media brings a lot of innovative ideas. We’ve played around with this in-house but haven’t had any clients asking us for it just yet. “But we do think this will be a growth area for print and signage. The technology has been around for a long time, but with recent improvements I think it will become more popular.” Regarding popular solutions and products, Spencer adds: “We’re being asked to do a lot more soft signage/printed A DIGITAL SWITCH? With digital technology in the world of displays and signage becoming more popular, what are some of the ways these solutions can be utilised, and how can companies embrace interactive components? TASTE FOR SUCCESS / DIGITAL AND INTERACTIVE SIGNAGE 59 Issue 245 - April / May 2023 email: news@signlink.co.uk
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