There has been a lot of talk about all the difficulties of using digital signage in outdoor environments. Direct sunlight, high winds, and extreme temperatures can wreak havoc on displays and make viewing them difficult and strenuous. It also can be quite expensive and challenging to maintain. As DigitalSignageToday.com explained in a recent article, “The true challenge for outdoor digital signage occurs with installations where screens are exposed to direct sunlight and solar load takes effect. Solar load is the extra temperature, humidity and degradation a piece of equipment endures when placed in direct sunlight.”
A2aMEDIA’s Mediamesh, based off technologies invented by ag4 and GKD, has a self-cooling system that requires no separate system – even in direct sunlight. Actually, it is so durable that it can withstand up to 200 mile-per hour winds, intense heat, icy conditions and salty ocean air. The temperature range for operational functionality is negative 10 degrees F to 158 degrees F and the electronics that manage the displays can be located on the inside or outside of the buildings on which they reside without compromising quality, aesthetics or operational needs.
By now the digital signage community knows its medium has taken root across billboards and a wide swath of business venues like retail outlets, sports arenas and varied outdoor public spaces. But there’s a surprising new organization taking advantage of the engagement digital signage has to offer: traditional media.
Several pieces of news in the last few weeks have focused on the Telemundo Network’s decision to employ digital signage to engage consumers and increase advertiser revenue. And just this month WIRED Magazine announced the launch of a digital signage campaign in the U.K. to bolster awareness of the brand and engage with new readers.
The adoption of digital signage by traditional media demonstrates exactly how influential the medium has become—traditional media aren’t turning to their brethren in T.V. or print, but the emerging field of digital to promote their brand. It’s clear that digital signage has become an integral part of any advertising campaign as advertisers have seen results again and again.
We have heard some pretty amazing statistics recently around digital signage: according to Adcentricity’s Q1 Out-of-Home Market Review, overall digital signage bookings were up one thousand percent in the first quarter of 2010 compared to the same period in 2009. That is a very impressive figure, but what really made us take notice of this review was the fact that new verticals are purported to be driving much of this growth.
Recently, we’ve noticed many new industries moving ad dollars into digital signage. Medical establishments, parking garages and leisure venues like bars and restaurants are beginning to make digital signage a key part of their marketing mix and revenue generating strategies.
Examples of recent installations demonstrate just how many industries are now using the medium: the world’s largest curved digital display was just installed in a Japanese international airport. Meanwhile, the Seattle Mariners baseball team installed a digital outdoor display at its field, and just last month Nordstrom’s announced it is promoting its new store in New York City via digital signage.
It’s clear from these recent announcements, and Adcentricity’s review, that digital signage is no longer a niche category; it is gaining widespread traction across several very large vertical markets and is becoming a strategic element for many comprehensive advertising campaigns.
There has been a lot of discussion lately surrounding the rapid growth in advertising. In fact, ZenithOptimedia, a media research group, recently predicted a global 2.2 percent increase in ad spend by 2011. It’s clear that digital mediums are fueling this growth.
The same report also said that outdoor advertising will own 6.5 percent of the global advertising market in 2010, but there are other key indicators, besides figures, that demonstrate the growth of digital signage. One is the increased adoption across the globe.
News around the launch of Japan’s largest outdoor screen caught our eye last week. According to DailyDOOH.com, the screen went live on April 16, bringing a new level of outdoor display to Tokyo. The screen features high definition advertising and information, and is Japan’s largest outdoor screen and first triple-screen display. We know it was only a matter of time until Tokyo launched a huge new digital display, but what’s surprising about this announcement is its arrival just after several other global installations. Just a few months ago, for example, we wrote about the launch of the world’s largest digital display in Dubai.
It seems every few months a new, bigger, digital display is unveiled. And installations are not confined to urban areas—we’re seeing lots of displays crop up closer to home in suburban areas on structures like hospitals and parking garages. This growing use of digital signage in a variety of locations demonstrates exactly how quickly the medium is taking off. Simply put, we’re excited to see what’s next for digital signage in 2010, whether here in our own backyard or somewhere a bit farther away.
A2aMEDIA’s own Carlos Ferré recently published an article in ArchNewsNow that focused on how new technologies are helping to transform architectural surfaces far beyond the traditional canons of architecture. Clunky digital displays of the past are gone and have given rise to sleek, transparent building façades that serve as new forums of expression. As more and more architects are choosing to design buildings with digital signage displays as prominent features of the architecture, it’s more important that ever for building owners and architects alike to thoroughly evaluate digital media façade technology. Carlos provided readers with five key elements to consider when looking at media façades: transparency, weight, flexibility, durability, and energy efficiency.
As demonstrated in the article, display technologies like A2aMEDIA’s MediaMesh serve these elements. Mediamesh installations, for example, use just one-sixth the electricity of conventional LED boards and provide passive solar gain from the sun. And, as can be seen below, they are up to 70 percent transparent, offering significant aesthetic advantages.
While Carlos notes there are few true innovations in the field of architecture, digital signage is most certainly one. His article provides an outline on how to evaluate this innovative new technology, but also demonstrates why many installations will now be seen as a definition of iconic architecture in the digital age.
Consumer habits are changing; a growing percentage of the public now consumes media on the go. As a consequence of today’s consumers watching less prime time television, they are increasingly engaged with advertisers via other mediums – everything from mobile phones to laptops to outdoor displays and digital signage. There’s no doubt that changing consumer habits are affecting advertisers deeply and decreasing the relevance of traditional ad mediums. Even television producers are pushing Nielsen to start counting non-traditional mediums in ratings. But it’s also clear that marketers need to start actively using mediums that better fit into consumers’ mobile lifestyles if they hope to continue reaching large audiences.
Digital signage is a good example of this type of new medium that can engage consumers who are increasingly on the go and hard to reach. To begin with, digital signage advertising is short and sweet—the industry conforms to an eight-second rule of thumb for most ads. This shortened length allows ads to cut right to the point and engage consumers without taking up their time. Secondly, the medium reaches large audiences each and every day. And unlike traditional mediums, digital signage is located in the places consumers frequent—offices, lobbies, sports venues, parking garages and public transportation. This ensures that a large number of consumers are exposed to advertisers’ messages even as they spend an increased amount of time out of home.
The bottom line is that while traditional media will continue to provide opportunities for advertisers, today’s brands need to explore a variety of advertising options if they hope to reach their entire audience. As consumers continue to move away from traditional mediums like print, TV and radio we’re likely to see more advertisers taking advantage of emerging mediums. That’s good news for the digital signage industry, which according to PQ Media is already set to grow at a rate of 9.4 percent through 2014. And with diminishing options for advertisers in need of mediums that will reach busy consumers we’re likely to see that number grow even more.
3D technology is just about everywhere. Attendees at the recent Consumer Electronics Show (CES) in Las Vegas saw the unveiling of several 3D TVs and analysts expect 3D Blu-ray players to hit the market any day now. In fact, by 2020 analysts expect 25 percent of TVs in the U.S. will be 3D. And of course we have seen 3D movies grow in popularity year after year; Twentieth Century FOX’s new 3D movie “Avatar” is contributing to renewed interest in IMAX theaters and is on track to become the highest grossing movie of all time. However, many experts expect 3D technology to soon transcend the standard mediums to alter other technological avenues. This made us wonder, what about digital signage?
Industry experts aren’t sure which medium will be the next to make the leap into 3D technology—some have suggested laptops, mobile devices and even eye glasses—but as the digital signage industry continues to search for ideas that engage consumers and drive sales, 3D technology seems to fit. The advertising industry has already begun to use 3D, including companies like Best Buy and ABC, with promising results. And digital signage continues to experiment with the newest technology, from holographic displays to augmented reality, in hopes of increasing ROI. So, it might be likely that the one of the next great 3D achievements won’t be on a movie or TV screen, but something much larger.
