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.

 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.

DailyDOOH.com recently highlighted a Screen Digest report that predicted digital out-of-home in the UK will grow by 20 percent in 2010. One big reason for the increase says Digest is the London Olympics in 2012, which should “herald a surge in demand… we expect to see further investment in digital displays by the major players.” In addition to the London Olympics, the World Cup recently featured digital signage across its venues as did host city, Johannesburg. In fact, the Johannesburg airport installed a large digital display in advance of the competition. In addition, digital signage from Coca Cola’s Piccadilly Circus sign in London to LED screens in Sydney’s Darling Harbor acted as Cup scoreboards and served as big wins for advertisers.

A2aMEDIA’s own displays are also heavily involved in the sporting sector—last May we installed a MediaMesh display across the face of the Miami Heat’s AmericanAirlines Arena, as can be see below.

With an ability to heat up excitement at game time, digital signage is becoming recognized by fans as an integral part of the live sport experience. Advertisers, for their part, are taking notice and responding, whether at the Olympics or the hometown baseball team’s stadium.  

 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.

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.

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.

 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.

To begin with, 2009 saw many digital signage players focusing on increased interactivity and use of social media avenues within their displays. A few notable developments demonstrated potential to boost revenue sales and customer loyally within the retail market: Intel and Microsoft announced a partnership to bring a standardized platform to the digital signage space, and are working with Harrods’s to install an interactive digital signage solution to be used by Harrods’s ’s customers. Intel also designed its Intelligent Digital Signage Concept to show that retailers can engage and interact with consumers in a more personal and compelling manner through new usage models such as augmented reality and interactive product explorations. These displays will allow customers to submit feedback to the retailer and contact friends through their social media accounts.

Many digital displays like BarCast, seen in a growing number of restaurants and bars, are also integrating social media activity with digital signage by allowing users to send Twitter, Flickr and text messages to the displays.

It’s likely the use of digital signage as a social medium will continue to increase. For one thing, consumers are becoming increasingly mobile. Who wants to be tied down to a computer, to use social networks? Secondly, with the growing popularity of social media, the idea is bound to spread to other mediums. It’s only a matter of time until you’re talking to friends, discussing that latest blog post or even posting your Flickr pics…all on a digital sign.

 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.