DIGITAL SIGNAGE
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Jumbotron at the Intuit Dome before a live concert, which delivers high-res visuals and dynamic content
Advertisement for the Hyundai Ioniq 6 at Times Square New York, using three-dimensional technology
Digital signage is only as good as the content it displays; audiences lose interest if the messaging becomes static or repetitive”
of displays, but in general, the screens needn’t be as big or as bright, and they don’t require an IP65 rating. They are relatively low maintenance and – thanks to the research – come with clear payoffs; another survey by Aura Futures found that 68% of stores plan to invest in digital technology to drive foot traffic. This tech, which will almost certainly continue to crop up over the next few years, could include intelligent, immersive and/or interactive displays. In many places, such as New Jersey’s American Dream shopping mall, these displays already exist, both inside and out. Powered in part by Infuse Digital, the mall – which is the second-largest in the US behind Minnesota’s Mall of America – contains over three million sq ft of stores, restaurants and attractions, including Nickelodeon Universe and Legoland. Of this three million, 40,000 sq ft are occupied by Infuse Digital’s LED displays, ranging from fine-pitch interior video displays and kiosks to large format exterior signage – such as the latest Ultimate Display, which is prominently visible from nearby highways and draws attention from passers-by. A collaboration between Infuse Digital and SNA Displays – and installed by AMA Electric Sign Company – the Ultimate Display wraps in a half-circle around the mall’s facade, extending 170m wide by 14m high and offering 180° of visibility – making it one of the largest outdoor LED displays in the country.
Saturn Visual Solutions, for instance, found that, of 2000 UK-based adults, 17% of under-45s spend more than they had originally planned when presented with an in-store digital display. This same survey also found that digital signage had a stronger effect on the behaviour of men than women, and that 22% said these displays made shopping feel more ‘fun’ and ‘luxurious’. Another report by Mood Media also showed that shoppers appreciate a blended experience, combining in-store with online retail. Of its respondents, 75% expressed interest in using QR codes to learn about a product, while 73% felt positively about using their smartphone for store navigation. Digital screens that displayed ‘inspirational’ videos, as well as interactive kiosks, were found to enhance atmosphere, elongate exploration and drive purchases. Digital signage for retail doesn’t differ all that much from other types
armrest. No longer a simple scoreboard, the Halo has turned Clippers games into a full-blown spectacle, increasing fan engagement and leading a new live sport experience. While this may be the way of the future, most Jumbotrons maintain their basic functionality: hyping up the crowd, providing instant replays, streaming a live feed (thus relying on low latency), keeping score and capturing the moments that make these games so memorable – and that keeps the fans coming back for more. CATALYSING CONSUMPTION Besides food, leisure and entertainment, digital signage plays an important role in retail venues, from mall directories to window displays. The in-store experience has always been a focus of consumer psychology, and research has illuminated that digital signs do make a difference in purchasing behaviours. A survey by
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