Internet of Thing’s impact on Digital Signage

Our very own DOOHapps co-founder Frederik De Wachter featured in AV Magazine, where they asked him his opinion about the Internet of Things. AV Magazine is the pro AV market guide to AVequipment, systems & solutions, digital signage & industry events.

According to Frederik De Wachter IoT’s rise is also leading to more and faster changes with digital signage providers.

“The effect of the mobile wave is yet to cause its full impact and the next wave of change is already knocking on the door. One consequence is that the digital signage industry will need to adapt faster and work together with other players more intensively,” he says.

“The Internet of Things will bridge more networks, connect more sensors, and bring more data to the table. It opens up a whole new range of applications and services that focus on measurement and customer service.”


IoT brings even more data

As an example, De Wachter compares the online store of today with the physical store of the future. “We will see a massive increase of technology used in-store. Cameras, sensors, wireless communication and mobile interaction will show the digital store manager how effective his communication is,” he says.

Today online retailers already have a team that optimises the conversion in the online digital store. They know who’s landing on their website, where the visitors are coming from, what items they are interested in and what information they should see to guarantee the best buying behaviour.

“Now let’s apply this to the physical store of the future. We will also know who’s walking in, where the shoppers come from, what their profiles are, what their interests are and what personal information they need to optimise our in-store conversion,” he says. “Interactive windows signage will attract the attention of nearby shoppers. The cameras and audience measurement software will track movements. The smartphone apps will reveal the shoppers’ profiles and their interests. Wireless communication networks will gather more realtime data to guide the customer and adapt content dynamically to the current audience. We’ll know which content is best at getting passers by to come in. In a nutshell, the IoT will enable the physical store of the future to become the digital store of today.”

This means that AV suppliers and digital signage software providers will need to adapt and include a wider offering into their solutions. To make things easier, display manufacturers could include ‘things’ into their displays. Imagine a display which includes cameras, beacons, Wi-Fi and other sensors. This will simplify the installation, management and servicing of the Internet of Things. It will simplify the development of applications. But it will take time before this standardisation comes into place.

Meanwhile display manufacturers, AV suppliers, digital signage companies and communication agencies can learn a lot by working together in small and inspiring projects close to the customer.

“In living labs, stakeholders can gather to discover the most tangible values of the Internet of Things,” says De Wachter. “Just imagine what it could mean for a retailer to know much more about who’s walking through their doors. The marketing department can learn a lot from the data experts who gather information from the sensors, serviced by the AV supplier so that the agency can provide the best content on the realtime dynamic digital signage network.”

No one has all the knowledge. Co-operation is the new oil to energise the shift and discover the advantages of the Internet of Things.


Source: Couldwell, C. (2016, March 21). AV’S WIDER WORLD WEB. Retrieved from