DIGITAL SIGNAGE
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messaging becomes static or repetitive,” she concludes. The latest signs are generally composed of LED (or OLED) panels that can support high resolutions, such as 16K, from manufacturers like Roe Visual, Leyard or Pixelflex. To compete for our attention, these displays are getting bigger and brighter – featuring crisp, colour-accurate visuals that hold up under various conditions, which is important for outdoor environments. BIG FLEX If you’ve ordered food via drive-through, you’ve likely interacted with an outdoor digital menu board (DMB). Although these have been around for years, the technology has continuously evolved to support thinner, space-saving displays. Palmer Digital Group, for example, produces wall-mountable menu boards – all IP65-rated – that fit neatly in tight lanes. An IP65 rating is key for outdoor displays, ensuring they can withstand (almost) any weather. Why bother with a DMB? Restaurants regularly alter their menus – which are often lengthy – and prices, offering timely deals. A digital display can support these frequent changes and rotate through various menu sections without any upheaval. Better stated by Fernández, digital signage “allows for easy updates, reduces the cost of printing and replacing static signs and offers the flexibility to adapt content as needed.” The same is true of all digital signage; versatility is a key draw. Nsign.tv recently put this into action at Tea Shop, using digital signage across its several stores. “With our platform, Tea Shop can easily manage promotional content, adjust pricing dynamically and create a more immersive in-store experience that reflects their brand identity,” says Fernández. Nsign.tv’s ‘applets’ – “which are pre-configured interactive content blocks,” she adds, akin to widgets – allow clients to tailor content without writing complex code.
Flexibility is especially useful in outdoor advertisements, which take turns occupying highly coveted spots in the public eyeline. Take Times Square, for instance: over 300,000 people pass through it every day. Neon signs initially replaced traditional ads, followed by the birth of digital displays, which were introduced as early as the seventies. These billboards do much more than communicate advertising content; they
bring people together in a ‘third space’. Millions of people – both in person and at home – turn their eyes to Times Square’s digital displays every New Year’s Eve. In 2004, Friends fans gathered to watch the series finale, also broadcast live on one of the Square’s big screens. GOING JUMBO These big screens, known colloquially as Jumbotrons, also play a crucial role in sporting events. From university arenas to minor- and major-league stadiums, these displays communicate key game information as well as entertainment (kiss cam, anyone?). It’s no surprise that, in recent years, many arenas have received makeovers, installing state-of-the-art screens which are larger and less one-dimensional. The Los Angeles Clippers recently unveiled their $2 billion arena, the Intuit Dome, ahead of the 2024-25 NBA season. Of course, the Jumbotron – a 38,000 sq ft Halo Board – was central to the upgrade, provided by South Dakotan Daktronics. It’s a double-sided display that wraps around the arena, powered by more than 230 million LEDs and three times the size of the Hollywood Sign. Plus, it’s interactive, allowing fans to participate via four buttons on each
Nsign.tv’s digital signage integrates with existing systems, so businesses can create eye-catching displays
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