Fueled by advancements in technology, and an increasing demand for dynamic, interactive, and targeted marketing solutions, digital signage has over the years emerged as a powerful advertising and communication tool in many regions, including South Africa.
According to Kevin Bierman, Head of Digital Signage Solutions at Moving Tactics, South Africa’s leading digital signage solutions company, the digital signage sector is currently flourishing in South Africa with the adoption of digital signage technology surpassing that of most European countries. During a recent trip to Europe, Bierman noted that while LED or large format displays are favoured in Europe, smaller in-store screens are far more prevalent in South Africa. He attributes this to both the different dynamics in which South Africans shop and the way that cities are built in South Africa, which changes the way in which we operate. Unlike Europe, where high streets predominate, South Africa boasts more shopping centers and strip malls, fostering a greater presence of screens. More stores equal more screens.
“The future of digital signage in South Africa looks very promising.” The country’s overall geographic landscape puts us in a very unique space. Given the long distances between locations, traditional methods like printing and distributing promotional material can be expensive. In addition, static print signage requires that promotional content be physically changed each time, which can be both costly and time-consuming. Moreover, with increasing fuel and commodity prices, the need for more efficient and cost-effective advertising solutions becomes increasingly apparent,” explains Bierman.
In South Africa, cost is a significant factor – as an initial expense and a long-term saving. “Although the implementation of digital signage solutions may involve a substantial initial investment, the long-term cost benefits far outweigh the upfront expense, thus making digital signage more cost-effective in the South African context. In addition, there’s a challenge in adopting new technology, as operational needs may not always align with marketing objectives. However, these technological advancements offer opportunities for evolution, particularly in the realm of retail analytics and data-driven digital signage, which I believe is the next logical step. If you’ve invested in attracting customers to specific products and services on your website and can measure the results, why not replicate this in your physical stores.
“With data-driven digital signage, bricks-and-mortar retailers can now measure, and customise content based on in-store customer behaviour and interactions in real-time, akin to how online platforms personalise content based on browsing habits. This includes adjusting content based on factors that influence buying trends such as special occasions and weather conditions. By leveraging strategies such as weather-based content and dayparting strategies, retailers and Quick-Service Restaurants (QSRs) can enhance the effectiveness of their marketing initiatives and ensure they’re selling the right products at the right time, ultimately driving sales and profitability,” says Bierman.
Over the past 25+ years, Moving Tactics has established itself as a leader in the Out-of-Home (OOH) Industry with a focus on digital signage, while working alongside leading Quick-Service Restaurants (QSR) and retailers in South Africa. With a proven track record of success, they’ve installed over 100 networks and currently manage 15,000 live devices (media players or screens), reporting on them three times a day, seven days a week. “Our largest network comprises 6,500 screens, showcasing our extensive reach and capability. This translates to a large portion of our network being accounted for by a single client. While our focus is primarily South Africa, driven by the needs of our customers in the Quick-Service Restaurants (QSR) and retail industries, we have expanded our presence into neighbouring African countries like Namibia, Botswana, Mozambique, Swaziland and further north into Zambia, Ivory Coast, the DRC, as well as into the Middle East, including the UAE and Oman. Looking ahead, we anticipate future growth in the European market, although it’s still early days at this stage,” adds Bierman.
In the digital signage industry, Moving Tactics has been at the forefront of innovation, pioneering several technological advancements over the years, including the implementation of System-on-Chip (SOC) technology. “Whilst SOC technology is just beginning to gain traction in Europe, this innovation, which we introduced close to six years ago, has now become the norm for our customers, providing substantial savings and operational efficiencies.
“As digital signage providers in South Africa, we’ve had to be very innovative, not only in terms of technology but also in how people pay for things. By making solutions more cost-effective, such as SOC where you don’t need to pay for a separate media player, we've saved clients considerable expenses on equipment and maintenance costs. This model has proven to be highly successful for us over the years. Additionally, we’ve been proactive in developing data analytics capabilities specifically around digital screens, which has led to the integration of Sensmi, an in-store data analytics platform, into our retail analytics solutions. Going forward, our focus remains on data-driven digital signage, leveraging insights to enhance the effectiveness of our solutions and drive continued innovation within the company,” concludes Kevin.
To find out more about our digital signage and retail analytics solutions, visit: https://movingtactics.co.za/.
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