Digital signage is one of the most promising and fastest growing areas in the field of audiovisual systems and IT. Analysts predict that sales of professional signage displays will quadruple in the next five years. In Russia, this segment is developing rapidly.
WHAT IS THE POWER?
Today, Digital Signage systems are not only information boards for displaying flight schedules and train departure/arrival, advertising displays, electronic posters and announcements, reference and auxiliary systems (for example, interactive information kiosks). As Viktor Leonychev, director of corporate sales at LG Electronics, points out, information display systems are used in almost any industry. They have historically been used in retail but are now used by a wide variety of organizations.
LCD VIDEO WALL
A video wall is a large screen that simultaneously displays several images of various formats or one whole image. Often, several display devices are combined into a common system in which panels are installed as close to each other as possible, after which, using special devices, the image is scaled to a common size or several images are distributed on one screen.
Where are video walls used?
LCDs are professional displays that are suitable both for making up large video walls and for small installations, for huge halls, and for small audiences from 30–40 sq. m. LCDs are also useful for tasks where you need to show high-resolution pictures, detailed images at a short distance. For example, this is why LCDs are installed in situational and dispatch centers.
dispatch centers;
situational centers;
simulators;
conference rooms;
lecture halls, etc;
medical institutions;
clubs, restaurants, and bars;
advertising industry.
The main difference between video wall displays and a simple screen or a picture from a projector is the high resolution, clarity, and expressiveness of colors.
Challenges problems of Digital Signage
Uncertain ROI
The cost of deploying a system can be prohibitive due to the need to install a large outdoor LED screen, but even with relatively inexpensive LCD or plasma displays, deploying a large installation will require a significant investment, so the return on investment must be carefully justified Meanwhile when conducting an advertising campaign using Digital Signage, the consumer pays more attention to the promoted product and better remembers its name and description. It should be noted that the cost of deploying a system for a small store or cafe has dropped significantly in recent years, which means that you can count on a quick payback for the project.
DISCOVER MORE BENEFITS:
Insufficient compatibility.
Digital Signage products are usually closed systems. Conducting an advertising campaign in several Digital Signage networks based on different products is associated with technical difficulties that are not observed on television and on the Internet. The lack of a common communication protocol makes it difficult to work with multiple networks, increases the cost, and makes it difficult to expand the networks themselves. Currently, organizations such as Point-of-Purchase Advertising International (POPAI) and the Outdoor Advertising Association of America (OAAA) are actively developing and promoting open standards that enable communication between heterogeneous networks. This should increase competition among vendors and lead to lower investment (CAPEX) when deploying Digital Signage.
Complex supply chain.
The Digital Signage network deployment project may involve contractors in the following areas: displays, media players, software, planning, installation, maintenance, network and network equipment, content creation, and advertising sales. Currently, individual segments of this long chain are gradually consolidating, and market players are uniting and expanding their areas of expertise.
Incomplete understanding.
Despite the development and popularity of technology, a general misunderstanding of its foundations is a common occurrence. Digital Signage is not television, neither in terms of content nor in terms of display sizes and arrangements. However, the ever-increasing exhibition activity and the increase in the number of organized thematic conferences contribute to a better awareness of specialists and a wide audience.
Conclusion
By understanding what you want to achieve and who your target audience is, you will be able to understand and define exactly what needs to be shown on the screen. When creating a content strategy for digital screens, focus on displaying things that will help you achieve your visual communication goals.
