28 Mar 2023

Digital Signage – Forever young

As I sat down to write a column about Visual Art, intending to cover what has happened in the past year and what we can expect in the future. It’s clear that the digital signage industry has undergone fundamental changes in recent years, in fact, it has constantly been evolving. For years on end. In other words, It’s an industry that’s constantly changing and as a result always stays young.


When the industry emerged around the turn of the century, digital displays were perhaps a little more unexpected than they are today. At first, people were easily impressed by the thin, flat screens, which were a big contrast to the bulky monitors and TV sets they were used to.


But even though digital displays are now everywhere, in both public spaces such as the subway and more confined spaces like restaurants, and retail stores and technology is rapidly advancing. The possibilities are more revolutionary than evolutionary, largely due to better connectivity everywhere, which ensures that information is always up-to-date and relevant, and LED technology that enables screens in all shapes and sizes.


The fact is that digital displays are so commonplace today that we hardly even think about them. That is, until they do not work as intended, as everyone can immediately spot a black screen. This leads us to the real development. Now the industry needs to focus on quality and stability rather than thinner screens.


Digital displays are a large and essential part of our daily lives. And as a result they are becoming a natural part of the communication landscape, more and more stakeholders realize that this is an important and effective channel where to reach customers. More and more people are realizing this, not only in Sweden, which has long been at the forefront of this field, but also throughout Europe, which is creating a massive market in the future. Therefore, the growth of digital displays is expected to continue to be explosive in the coming years.


The pandemic years have certainly affected both us and the industry as a whole, as has the new economic reality that Europe and the world are currently experiencing. However, if initial investments stalled and many customers became cautious, we are now seeing an increase in orders. Digital displays not only simplify and improve communication with end customers, but also often save money in other areas.


Add to that the new, cool solutions that involve, for example, AI-driven and personalized content on screens, and the industry is guaranteed to reinvent itself a few more times in the years to come. And as I reflect to this, I think it’s pretty sweet to be in an industry that constantly renews itself and stays young, no matter how many years go by! I’m the one getting older…


/Pontus Meijer, CEO Visual Art Group


About Visual Art Group


Visual Art is a full-service agency within digital communication channels (Digital Signage) in Europe, with headquarters in Stockholm. The company was founded 1997 and has 140 employees today within sales, tech, strategic and creative content production, and support. Visual Art is a tech and data-driven strategic partner that helps its clients create real business value and to reach their KPI’s.


Revenue: 290 MSEK (2022)

Software licenses: 65 000 licenses in 39 countries

Employees: 140 employees in Sweden, Norway, Finland, Denmark, Germany, Spain, UK, and North America.

Clients: McDonald’s, K Group (Kesko), Subway, NIOJOE & THE JUICEthe LEGO Group, Unibail-Rodamco-Westfield, Audi, Circle K, 7-Eleven, and others.

Visual Art logotype