More participants in retailing has discovered that digital signage increase sales. In addition banks, estate companies and others are using the media in order to profile themselves in public areas. Many more factors are pushing the development of the new media channel. Surveys shows that the technology contributes to increase of sales and at the same time falling prices of hardware makes the cost of investment smaller. But the most important factor is that an increasing amount of suppliers has surfaced. Suppliers that does not only deliver hardware - but can take a wider responsibility, from analysis, content production to deployment and hosting of complete solutions.

On this new market hardware manufacturers talk passionately about new types of screens and other types of hardware while AD-agencies and others wants to produce content. But, in order to fully harness the new domain, there is a need for customers within retailing to understand how one should contribute from a wise mixture of the two parts hardware/technology and content.

- The fundamentals behind digital signage is to create added values. And, in that sense, the message is the most important part - not the technology. This is why we believe that companies that has the ambition to improve its marketing with the use of digital signage should start off with a thorough study and analysis of their customers. This will yield valuable information about how one should implement communication and deployment of messages so that one target the customer in the right way. My advice is to choose a supplier of digital signage that has a broad knowledge and experience within the field, says Martin Gullberg, one of the founders of ZetaDisplay.