Digital signage a growing trend in internal comms

Do your employees delete email messages unread? A billion-dollar (and growing) industry grabs eyeballs in cafeterias, elevator banks, and break rooms.

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When Atlanta-based AutoTrader Group recruits employees to volunteer at the local food bank or at Ronald McDonald House, it messages them through digital screens by the elevator banks.

When it welcomes new salespeople to its Atlanta headquarters for training, the news flashes on wall-mounted screens.

“It’s a very simple way to reach a lot of people,” says Billy Auer, associate communications manager.

Although much of the discussion of internal communication focuses on smartphones and social intranets, a new generation of digital signs is sweeping away bulletin boards and posters.

The global digital signage market will increase more than tenfold—to $13.8 billion from $1.3 billion—from 2010 to 2017, says Betsy Jaffe director of public relations at InfoComm International. She cites a global study by InfoComm, a trade association representing the audiovisual and information communications industries.

“This is a very aggressively growing industry overall right now,” Jaffe says.

Cheaper technology

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