Digital Signage Association (DSA) published The top 10 digital signage trends that will shape the market of digital out-of-home market in 2009. According to Keith Kelsen, chair of the Content Committee for the DSA, one of the huge trends will be interactivity with cell phones, touch screens, floor screens, window touch screens and gesture-enabled interaction. “Interactive technologies will propel the industry to enhance new consumer experiences, because the engagement of the consumer adds tactile to visual, and helps to create an emotional connection with the brand and product,” says Kelsen. Furthermore measurement of data collected from interactive solutions, will give another powerful asset in the form of market intelligence and direct consumer feedback for marketers and agencies.

The other forces that will determine the development of DOOH are: Focus on content not hardware; Traditional broadcasters getting into marketplace; Agencies awaking to the power of market; Brands shifting money to this market from traditional TV; Cross-platform and interaction with cell phones; Cost of displays is entering next phase of cost down; Consolidation and failures will continue; Growth for the industry is positive despite recession; Data-driven content or ad search (metadata matched for the right time, place, target and behavioral attitudes).

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