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Chapter 6: Digital Signage: trends, opportunities and transition in LATAM
CHAPTER 6
Digital signage has become a technology whose flexibility develops better ways to help companies and institutions to implement effective and creative messages, digital signage systems have been imposed as a trend capable of encouraging interaction, which is a fundamental aspect for the development of the hybrid model of work and educational instruction.
According to the Mexican Association of Corporate Interior Design (AMIC) “Today’s touch screens encourage interactivity: they are no longer just attractive spaces that provide information, but a dynamic communication tool for the user”.
Faced with this, the association added: “Today, anyone can transmit content to a digital signage screen in real time and, as this evolves, allow display content of all kinds: from still images and slides, to video highlights and promotional content it is the high definition and internet connectivity united in a display to transmit content from multiple sources, which exhibits a stimulating landscape for courses, diplomas and distance learning classes”.
Regarding cloud management, the entity emphasized that just as companies have opted to invest in cloud-based services, digital advertising is the option for solutions in this area, without investing in physical infrastructure. “It is enough software that allows access to a server in the cloud through an internet connection to do the magic, with the extra of requiring little maintenance and attending their updates remotely this task being the responsibility of the service provider,” said the AMIC.
Regarding the need for more personalized content, this will become more important and, thanks to resources such as the use of machine learning algorithms, it will be possible to develop unique and/or multipurpose content strategies.
From retail to financial and healthcare, the association states that company “opted for this in their digital signage system, making it possible, for example, facial recognition, to generate personalized content for the user”.
On the other hand, according to different analyses of the digital signage industry, both companies and schools can connect to enable central content management systems, extract data and make even more
materials for display. Then originates the possibility of having the devices connected and provide information on brand awareness, promotion of services and products, deepen and monitor learning.
In the case of modern outdoor digital signs, they are designed to display enough brightness, pixel density and contrast to stand out even in bright light, such as the midday sun. However, frame rates among digital signage are increasing. Several companies have expressed that “future digital signage displays could also include technologies that use electrostatic fields to stimulate nerve endings in the fingers in a way that tricks the brain into thinking they are touching different textures.” In conclusion, this technology could transform the way digital signage displays are interacted with.
Broadband internet speed in MBPS* for Latin America
Chile
Panama
Promedio mundial
Belice
Mexico
Argentina Costa Rica
Colombia
Peru
Dominican Republic
Honduras
El Salvador
Nicaragua Guatemala
In Latin America, Chile and Panama are the only countries that exceed the world average for broadband Internet speed.
*(Megabits per second)
Source: Speedtest Intelligence, February 2021, Ookla. llifebet.com
