There is no doubt that the rise of Digital advertising is upon us and its popularity is set to continue. On average Digital signage delivers an increase in sales by 18 percent and because of its adaptability it is becoming more and more popular in the retail sector. Retailers are now taking the lead and embracing Digital signage and its content in order to increase sales. There is no other advertising strategies that allow for such adaptability and having the ability to convey changes instantly which is vitally important in the retail sector. We are a nation that thrives on information and we expect information to be available and what’s more we as customers expect information to be precise. This type of advertising is allowing retailers to listen to their customers and in turn is providing an environment where customers feel listened to.

European Digital signage installations are set to rise some 140 percent over the next three years. This type of advertising actually dates back to the early 1990s in the retail sector but like other industries the digital signage market suffered from the usual teething problems. There was little if no interaction between the providers and retailers over the content of the Digital signage. The failure in communication and the impact of another advertising strategy on an unready media market added to the failure of these early systems. A decade later technology costs have fallen, communication has improved dramatically and digital signage is now better received in a once again hungry retail environment.

The fast food sector is expanding its use of digital advertising menus, seeing increases on promotional objects in its stores. The fast food sector more than other industries has realised the impact of Digital advertising. The cosmetic industry also has seen the benefits of Digital signage advertising and is also rigorously testing Digital advertising applications. Their aim is to combine their product knowledge online with media that can influence purchasing right at the shop counter. Retailers are becoming aware now more than ever that interaction with customers is paramount for increasing sales. This also means that shoppers will have the ability to make informed decisions on the product they are purchasing as well as being aware of locations and prices at nearby retailers. The idea that all technology can be integrated, from bar codes, screens, phones and store systems all in one place to enable the shopper to have all relevant information in one place is now closer than ever and we are it seems on the edge of a revolution.