What are the current trends for digital screens?

Digital screens are evolving rapidly, moving beyond simple signage. MicroLED technology improves resolution and efficiency, while 3D and AR displays offer immersive experiences. AI is transforming content creation and analytics, personalising interactions and optimising screen placement. Larger, wall-sized screens and temporary rentals at events are becoming more common. As screens become ubiquitous, innovation focuses on eye-catching solutions to maintain audience engagement.

Large digital screens in shops and public spaces have become a fact of life. The technology behind these screens has come a long way and continues to improve all the time, meaning that we are likely to see a lot more digital displays, and in places where we havn’t really seen them up to now. They are not just replacing printed signage, but also opening up new applications in way-finding, transport information, and automated retailing. More to the point, the dynamic nature of moving content on these screens makes them a viable alternative to social media advertising for brands. So it’s no wonder that the digital signage market is forecast to continue growing at a rapid rate.

These  digital screens line the escalators either side in the London Underground. ©Nessan Cleary

All technology can be improved over time and this is also true of digital screens. This is more a basic rule of technology than a trend, but nonetheless we are seeing changes in the underlying technology, with better resolution and higher brightness ratings. Light Emitting Diodes or LEDs now dominate the choice of screens, with the latest interaction being MicroLED technology. This approach is based around inorganic materials, which promises better contrast, higher brightness and longer lifespans. The use of MicroLED will also continue the trend towards thinner, lighter screens. Even better, MicroLED screens are more energy efficient, which both helps to lower running costs and to satisfy the demand for more sustainable solutions.

This fits in with the trend towards greater sustainability, which shows no sign of slowing down, driven both by regulation and consumer demand. One particular technology, transparent solar screens, aims to tap directly into this. Essentially these are solar panels that can be used to generate electricity but also double up as display screens for a truly energy efficient solution.

Another trend is for screens to become larger, taking over whole walls. This is distinct from video walls, where multiple screens are placed together and can each display separate content or be ganged together to show one large graphic. As the cost has come down, and the technology has improved, it’s made large, stretched screens that can cover an entire wall more common. This can be quite effective in places where there are long walkways, such as airports and large train station, where the graphic can move with you as you walk from one terminal to the next.

One of the hottest new trends is 3D screens, sometimes known as holographic displays, where images literally seem to leap out of the screen and demand our attention. Unlike 3D cinema films, the effect can be seen quite easily without needing special glasses. These screens rely on an optical illusion and work by projecting two different versions of an image, each taken at a slightly different angle. This forces the human brain to process this as a single image with different depth cues. Unfortunately it’s much harder to fool a modern smartphone camera which makes it difficult to photograph these screens in use!

The effect is more pronounced the larger the screen is but the content does need to be designed to emphasise the depth to the images. The most effective use is to wrap the screen around two corners of a building so that it appears that the effect - such as an animal or cartoon characters - occupy an entire room within the building.

Another trend that has been long promised and is finally starting to take off is Augmented Reality or AR. This is now starting to appear in retail environments, often as more of a a digital mirror than a screen. This gets around the major limitation of AR - that customers are expected to have their own headsets to engage with the technology. Instead, augmented reality combined with a touchscreen allows shoppers to cycle through different combinations of clothing, for example, to see how they will look on themselves. This will only become more prevalent as 3D screens come down in price, enhancing the experience even more.

Perhaps inevitably, given all the hype, Artificial Intelligence is also set to play a bigger part in content creation for all these extra digital screens. Greater use of generative AI will help to automate some of the content creation, particularly around real time personalisation of content that can be used to draw passers by to the messaging on the screens. An example of this might be creating cartoon versions of passers by to increase their dwell time.

AI can also be used to create personal assistants to increase audience engagement. This could be used in a way-finding application, perhaps helping passengers navigate around an airport terminal, or helping shoppers find particular products, all with a much more personalised flavour.

AI technology is increasingly being used for analytics purposes around the screens. Such analytics can be used to determine if the screens are located in the best place for maximum attention, as changes in the local area may have affected the passing traffic. Equally the screen owners will want to consider if it’s time to update a given installation, perhaps by changing an existing screen to a more attention-grabbing experience with a holographic screen. And of course advertisers will want to know if their messages are working, and if they are really engaging with potential customers. Many screens, and printed billboards, now include sensors to measure audience reactions but AI can help to draw more accurate conclusions from the enormous quantities of data gathered.

Digital screens are no longer limited to cities but also appear in small towns such as this sign in Lincolnshire. ©Nessan Cleary

In addition to this, the sign industry is likely to see an increase in the use of AI for predictive maintenance right across the equipment gamut, and this will also include digital screens. This will cut down on breakdowns and call-outs, reducing the costs of running networks of screens.

Not surprisingly, as the cost of the screens have come down, it’s become easier to rent these screens. Consequently they are now appearing regularly at temporary events such as trade fair booths and pop-up campaign stands.

In conclusion, digital screens have become a mature technology that is not just accepted but now also expected in many different locations from shopping centres and train stations to hospitals and hotel. But this success also creates a problem - it’s harder to attract interest in something that is now commonplace. This in turn will drive further development for ever more eye-catching solutions.

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