The ‘digital signage’ industry is slated to grow exponentially this year across the UAE and the Middle East region and is set to propel the retail sector, according to experts.

The three-day SGI Dubai, a leading event that caters to the needs of exhibitors and visitors in the signage, outdoor media, screen and digital printing industries, will conclude tomorrow (January 13) at the Dubai World Trade Centre.

It is displaying several innovative digital products, for both outdoor and indoor deployment, said a statement.

More than 400 exhibitors from across 34 countries are taking part in the event and it expects more than 12,000 trade visitors from 78 countries. It includes seminars and workshops conducted by industry experts, it said.

Abdul Rahman Falaknaz, chairman of International Expo-Consults (IEC), said: “To counter the problem of floor space which is becoming expensive in today’s retail marketplace, digital signage can make life easier.  About 74 per cent of all purchasing decisions globally are made in stores where consumers are bombarded with a host of digital and audio visual messages.

“The evolution of digital signage will surely help marketers to make better business decisions and reap better returns on their investments. Organisations such as the retail outlets, malls and airports are all harnessing the power of digital signages and are able to communicate effectively with their target audience. Digital signage will surely be a game changer for the advertising industry.”

Digital signage has come across as a vital tool within the marketing mix as the industry unveils innovative offerings, said the statement.

“Window panelling and the big outdoor screens are fading away gradually. One of the biggest challenges that the industry faces now is the transition from traditional to digital signage,” said Falaknaz.

“However, with the society going all smart with gadgets and other interactive devices, the demand to create interaction between the audience and the brand has increased and this will give the much required boost to the digital signage industry,” he said.

Sharif Rahman, chief executive officer, said: “The market sees digital signage as a more beneficial tool compared to static signage because content can frequently be updated digitally, saving the cost of printing. At present there are wireless digital signage products which can transmit messages to a person's phone as he/she moves past a digital signage.

“Augmented reality is another trump card of digital signage panels where merchandisers can also make the window shoppers interact through this ground breaking feature. The absorption of this digital signage vertical serves as a solid platform for interactive advertising apart from decreasing costs of purchasing, installation and maintenance which is beneficial for this markets future.” - TradeArabia News Service