“Will digital signage continue to evolve to focus on the customer experience, away from simple advertising as we move into 2020?”
Yes, digital signage will need to continue to focus on the customer experience to maintain the growing momentum and increased ad spend in the channel. The industry needs to expand programmatic capabilities, so screens are more addressable, personal, and creative. It also needs to work with more tech and data firms to bring a better experience to groups and individuals accessing these robust screens. And bring your talent up to speed on buying, operating, and selling this messaging tied to richer content to make 2020 another year of strong increases in spend in DOOH or public advertising.