Smart Content 101: IoT for Digital Signage in Retail
By Anna Ukovich, Ph.D.
September 17, 2024
Modules, Connectivity
Estimated reading time: 6 minutes
Widespread wireless networks empower organizations to deploy targeted, dynamic advertising through digital signage solutions. This connectivity enables organizations to deliver interactive messaging and real-time, location-based information.
Let’s explore how digital signage can impact your bottom line by helping you reach more customers in more places. We’ll also discuss variables to address for a successful global deployment.
Create Connected Smart Retail Solutions
Table of Contents
Leveraging IoT-Enabled Digital Signage to Capture Your Audience’s Attention
The modern consumer often finds their attention pulled in many directions. Retailers and enterprises can engage busy and often distracted audiences with customized content. The more relevant the messaging is, the more responsive your audience will be.
Retailers might use Internet of Things (IoT) digital signage solutions to deliver smart content about products consumers are considering. Such messaging can be about special promotions or recommendations for related items.
This type of targeted information can be relevant and useful to customers. Organizations can deliver relevant, real-time information to enhance the customer experience and influence more conversions, thereby increasing revenue.
Artificial intelligence (AI) and advanced technologies like facial and gesture recognition can receive feedback about users’ interests. In addition, these technologies can enable retailers to deliver hyper-personalized content through smart digital signage. Of course, retailers, regulators and legislators must discuss aspects such as data protection. Nevertheless, this sci-fi future isn’t too farfetched.
Meeting Customers Wherever They Are
Smart content is effective because retailers tailor it to the target audience. In addition, it can reach this audience wherever they may be. With digital signage solutions, organizations can design customized messaging remotely. They can quickly display messages in multiple locations, such as a physical retail store or mobile vending display.
These smart signage solutions allow organizations to manage targeted message development and deployment remotely to improve operational efficiency. It also reduces redundancy, eliminating the need for staff to complete the same signage tasks in multiple locations. Overall, IoT-enabled digital signage solutions make cost-effective, real-time communication with customers easy.
4 Essentials to Ensure Effective Digital Signage Solutions
When deploying your digital signage solutions, there are four important things to consider:
1. Global Deployments
Cellular connectivity has the following advantages to deliver smart content to digital signage globally:
- It is available worldwide
- It is wireless
- It does not require on-site installation of local access points
You must use global SIMs designed to work in the area of operation to reach customers wherever they are. You will need to find a provider with specific SIM solutions for the countries and markets where you plan to deliver smart content.
Use an IoT device management platform to remotely manage all your global SIMs from one dashboard. A centralized, single pane of glass solution will reduce the complexity and time spent managing your connections.
2. Choosing the Right Connectivity Technology
When choosing connectivity technology to support your digital signage deployment, remember the amount of data that must be transmitted. In addition, consider the frequency at which you update the digital content.
Cellular low-power wide-area (LPWA) technologies operate with low power consumption. They are ideal for long-range communications at low bit rates. Mobile IoT technologies, like LTE-M and NB-IoT, deliver secure, cost-effective cellular LPWA capabilities. Cellular LPWA is perfect for text-based digital signage use cases and others that don’t transmit much data.
However, smart billboards and digital signage that deliver real-time video require more efficient technologies. These solutions must go from performance IoT, such as LTE Cat 1, Cat 4 and 5G RedCap, to higher LTE categories and 5G broadband.
5G has higher bandwidth than previous wireless technology generations. It can enable further development around AI applications, like facial recognition, to deliver customized content to the consumer. If your smart signage solution changes its content every minute, you should choose technologies with real-time capabilities.
LPWA isn’t suitable for complex digital signage use cases like video. However, it is more cost-effective than these other options. Retailers should always leverage LPWA’s affordability if the data transmitted isn’t too high.
3. Data Plans
Another consideration is data plans. Broadband connectivity solutions are ideal for high-usage deployments like digital signage solutions. However, a one-size-fits-all data plan doesn’t fit every organization.
For instance, retailers often have seasonal sales periods when their products are in higher demand. Organizations may plan to deliver more content more often during these sales periods than slower ones.
That’s where a pay-if-use data plan is handy for digital signage solutions. There are no subscription charges, so you don’t pay when you don’t use the connected devices. This can help you save money over time and avoid bill shock.
4. Fixed vs. Moving Applications
Digital signage isn’t always stationary. Sometimes, retailers display their advertisements on the sides of buses or trucks. You will need the right category technology (at least Cat M1) to enable these moving use cases.
You can also localize your digital signage solution using cellular-based location or modules with embedded GPS technology. Telit Cinterion’s GNSS modules, for example, can deliver accurate continuous location and precise timing.
Understanding IoT Connectivity for Digital Signage
The first step toward a successful digital signage solution deployment is contacting an experienced partner. Look for a provider to help you work within your unique IoT connectivity requirements.
Telit Cinterion provides tailored IoT packages that include cellular LPWA, mobile broadband and 5G modules and connectivity plans. NExT™ connected modules, powered by Telit Cinterion, offer LTE and LPWA packages. They include a cellular module, connectivity and management tools to streamline your deployment.
In addition, OneEdge™, powered by Telit Cinterion, empowers you with remote IoT device and connectivity management at scale. This solution can get your deployment to market faster and maximize your IoT success.
Speak with our retail experts to explore IoT data plans for your IoT-enabled digital signage solutions.
Key Takeaways
- IoT-enabled digital signage allows retailers to deliver personalized, real-time content to engage customers, enhancing their experience and driving sales.
- Global digital signage deployments need reliable connectivity solutions (e.g., cellular LPWA, LTE and 5G) to successfully manage retailers’ content across markets.
- Selecting the best data plan for your digital signage solution (e.g., pay-if-use models and other customized plans) ensures your deployment remains cost-effective and flexible.
Editor’s Note: This blog was originally published on 4 December 2017 and has since been updated.
