New digital elements to boost advertising sector

dubai — Incorporating new elements into traditional advertising mediums such as outdoor signage solutions will allow brands to tell a more evocative story, experts at Sign and Graphic Imaging Middle East 2019 said.

The 22nd edition of the event drew the participation of more than 400 exhibitors from across 35 countries and showcased the latest in the signage, graphic imaging, screen and digital printing industries.

Shadi Bakhour, business unit director at Canon Middle East, said that digital technologies have made an impact on nearly every industry including the signage and graphic industry.

“Recognising the requirement for businesses to find innovative ways to use print as a storytelling medium for communicating and engaging with their customers, Canon aims to demonstrate how customers can take advantage of the accelerating trend to on-demand production, diversify their applications portfolio and identify new revenue opportunities to fuel their growth.”

Sharif Rahman, CEO of International Expo-Consults, noted that innovation would be increasingly important in the sig- nage sector, especially given the UAE’s booming retail sector. Many brands are looking at ways in which they can incorporate elements of augmented reality into their digital signage solutions.

“To grab the attention of the consumers with the right messages at the right time in an informative and creative way needs to be delivered to improve sales. This is the next stage of evolution and the exhibitors who become the early adopters of such technology will benefit from this competitive advantage,” Rahman said.

According to Euromonitor, predicted retail sales turnover in the UAE will exceed $71 billion by 2021. In a study with the Dubai Chamber, the size of Dubai’s retail market grew to Dh128.45 billion in 2017, accounting for around 67 per cent share of the UAE’s total retail market size and is projected to grow 5.6 per cent during 2018 to 2021, with retail sales reaching Dh160.7 billion by 2021.

Rahman daid the one thing that the e-commerce websites can’t offer is a distinct in-store experience of brick and mortar stores.

“Using digital signages with an embedded augmented reality feature, the retailers can offer a multimedia experience that will not only increase brand awareness but brand loyalty as well. The consumer in the digital age isn’t just interested in the product but puts a high level of importance to the service as well. Focusing on customer engagement is just as important as having a high-quality product or visual merchandising.”