DIGITAL SIGNAGE
32
As digital signage becomes increasingly interactive, audiences can engage with displays to explore information and receive content”
IT’S NOT EASY BEING GREEN In today’s environmentally aware era, sustainability is a top concern for both businesses and consumers. Digital signage, especially that which uses LED technology, “plays a significant role in contributing to sustainability efforts,” claims Fernández, with “one of the most immediate benefits being the reduction in paper and ink usage.” Digital displays cut down on material waste, “reducing the carbon footprint associated with printing, transportation and disposal.” Because LEDs are energy-efficient, digital signs only use as much power as they need at any given moment, thanks to features like automatic brightness adjustment. Modern displays can also use CMS software “that can operate with an embedded player,” explains Fernández, which “reduces the number of external devices required,” therefore “resulting in lower energy consumption.” At the same time, every rose has its thorn, and digital signage is no different. Its potential environmental drawbacks include “the initial production and disposal of hardware,” according to Fernández, though “manufacturers are now designing screens with longer lifespans and recyclable materials to mitigate these additional impacts.” FEELING FUTURISTIC In Back to the Future Part II , Marty – in the year 2015 – shields himself as a holographic shark ‘attacks’ him, part of an advertisement for the latest rendition of Jaws . Digital signage was one of the film’s predictions that proved true, with
today’s displays featuring AR and VR, holographic content and personalisation. “Digital signage is evolving rapidly and its future looks incredibly promising,” states Fernández, who lists interactivity and immersion as two leading trends. “As digital signage becomes increasingly interactive, audiences can engage directly with displays to explore information and receive content based on facial recognition or mobile data,” she asserts. With interactivity comes tailored content, made possible by big data and AI. Smart signage can also offer predictive recommendations based on AI algorithms. “We are also witnessing a rise in immersive experiences with VR and AR,” elaborates Fernández, “particularly in sectors such as entertainment and retail.” A recent example is Maybelline’s marketing campaign in which two videos went viral: one of a London Underground train applying mascara with a three-dimensional wand, and another of a double-decker bus doing the same. While these AR-based ads
didn’t actually include any digital signage (they combined traditional ads with smartphone technology), they are an example of creative thinking when it comes to AR and immersion. And just like the fictional Jaws poster, digital signs are now going holographic. Dublin Airport recently introduced a three-dimensional advert, powered by Hypervsn’s four-ray LED-based display, which uses fan rotation to create the illusion of floating content. As Fernández explains: “Digital signage [needs] to be more than just functional; it needs to captivate and hold attention,” doing so by “transforming the space into a visually dynamic environment that elevates the overall experience.” Digital signage is the future, with eco-friendly, visually appealing displays already at the forefront of a booming sector. A balance between foolproof technology – in both the front and backend – and captivating content, these signs will continue to crop up everywhere, but the innovations we’ve yet to see are by far the most exciting.
The integration of advanced CMS allows for real-time updates across the American Dream mall’s displays
Powered by FlippingBook