There’s been an explosion in the growth of digital signage in Europe over the past couple of
years. Advances in technology, consumer behaviour changes, and the demand for content
that is both engaging and interactive are the reasons for this growth. Some of the countries
seeing the biggest increase include France, the U.K., Germany and Belgium, though the rest
of Europe is also seeing an increase in digital signage usage, like that from Kitcast. In fact,
estimates predict that the market will reach nearly $3.3 billion by 2027. Below are some of
the key reasons linked to the growth of digital signage throughout Europe.
Market Use Expansion
There are several ways in which companies adopting digital signage technology have
contributed to the growth overseas. As the technology becomes more readily available, more
brands are adding it to their operations strategy. This looks a little different in various
industries, so let’s look a little closer at them.
Retail
The goal in the retail sector is to increase customer engagement and provide a positive
experience for consumers. Digital signs allow retail brands to advertise products and
services, showcase special deals and promotions, all of which help drive sales and increase
the bottom line.
Transportation
Using public transportation is fairly common in many parts of Europe and a variety of train
stations, bus stops and subway systems are making use of digital signs to give passengers
information about schedules, routes and delays.
Corporate and Education
In both corporate and educational settings, digital signage is handy for internal
communication, such as used for training and presentations. The goal in this sector is to
optimize production, engagement and efficiency among staff.
Advancements in Technology
The way that technology continues to grow and evolve has a definite impact on the use of
digital signs, in some of the following ways.
LCD and LED Signs
These types of displays make the content delivered on digital signs visually appealing, which
increases interaction and engagement. With the introduction of 4K and 8K screens, the
clarity of content is enhanced even further. These types of screens are also energy efficient.
Artificial Intelligence and Data Analytics
AI is another form of technology that continues to grow and evolve, and its use allows for
customized sign content. Further, data collection and analysis provides businesses with
information about customer demographics, preferences and location, which is another way
to personalize the content that digital signs deliver.
Cloud-Based Solutions
Cloud based systems make it simple for companies to update and change the content on
their signs in real time, even from a remote location. This is useful in cases of public
emergencies, weather changes, traffic updates and other information that needs to reach a
wide audience all at one time.
Digital Out of Home Advertising
Digital out of home advertising (DOOH) is a marketing strategy that focuses on placing
advertising content in public locations, with digital signs being one of the most prominent
ways this is carried out.
Programmatic Advertising
This allows brands to deliver targeted advertisements, relevant to time and place, which
works to make marketing campaigns more effective. This can be updated in real time, based
on season, weather, consumer preferences, trends and much more.
Immersive and Interactive Content
Augmented reality and virtual reality combine with digital signage technology to create touch
screens that allow the consumer to become involved in the experience. QR codes are
another way to get the public involved, allowing them access to relevant and meaningful
content that is also memorable.
Impact and Recovery of COVID-19
As the world continues to deal with COVID-19 and the impact it’s had on many industries,
digital signage became a helpful force behind healthcare, providing valuable public
information to the masses in an easy and noticeable way. This helps ensure public safety,
while also delivering vital messages. Digital signage in public spaces is expected to continue
growing and evolving.
Environment and Sustainability
In Europe, there are a set of pretty stringent guidelines that go along with displaying digital
signs in public locations. Because of this, a focus on sustainability has arisen that
encourages environmentally friendly signs that minimize energy usage.
Geography
Of course, as Europe is such a large place, meeting the needs of its residents varies from
place to place, impacting how and when digital signage is used. Other factors also contribute
to the need for and effectiveness of digital signs. However, as time goes by, chances are that
more and more countries will embrace the technology for its many useful purposes.
Western Europe
Countries in this part of Europe, including the U.K., France and Germany are at the forefront
of the digital signage movement. Their dynamic advertising market and specialized
infrastructure makes digital signage a natural addition to everyday life.
Eastern Europe
While the expansion and use of digital signage is much slower in eastern Europe, the
technology is making its way there as well. Less urbanization and a different infrastructure
are the main reasons it hasn’t caught on as quickly in these countries.
Looking Into the Future
As technology continues to drive our digital world, digital signs are not expected to go
anywhere. In fact, they are predicted to continue having a place in Europe. More brands and
businesses are finding out how effective digital signs can be for advertising, wayfinding,
public awareness and much more. While western Europe makes up a large part of the
current market, trends indicate that other parts of Europe will expand their use of digital
signs in coming years as well. Technology evolves and will keep on thriving, making digital
signs part of a current and future marketing strategy that just works.
Conclusion
With a focus on delivering customized and relevant content, European businesses are
embracing the convenience and effectiveness of digital signs. The combination of
technology and demand creates a sophisticated trend that makes use of a wide range of
digital software, across an equally wide range of industries. Keep your eyes open. Europe is
sure to lead the way in digital signage use for many purposes.
