Research firm Markets and Markets has predicted that by 2023, the Digital Out-of-Home (DOOH) market will reach $26.21 billion. According to the firm, North America is leading DOOH with its early adoption of the latest display technology, with retail and hospitality being the strongest commercial players in this realm. But the opportunities don’t stop there, and AV design and integration companies stand to benefit as corporate campuses, banks, government agencies, and public and commercial transport bodies all explore how digital signage—specifically, interactive displays—can assist in the distribution of advertising, entertainment, and information.
For organizations whose job is to create stickiness with consumers, interactive digital signage offers more potential to achieve customer engagement. “What interactive digital signage has over static signage—or signage that’s not interactive—is the ability for the viewer to click through ads and interact and engage with advertising messages,” said Christina Radigan, managing director of marketing and communications at Outdoor Media Group, an Out-of-Home (OOH) media buying agency network headquartered in Jersey City, N.J. The digital ads that are being created today are already programmed for interaction, “so that is where I see the compelling proposition of interactive digital signage.”