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4K digital signage landing in Delta Sky Clubs

A new 4K ultra-HD screen DOOH network from RMG is flying into Delta Sky Club lounges across the U.S.

July 24, 2013 by Christopher Hall — writer, self

Delta is taking 4K ultra digital signage to the sky.

Working with digital signage provider RMG Networks, the airline is rolling out 4K ultra HD screens to its Sky Club lounges at airports around the U.S.

The new 84-inch 4K ultra screens from LG Electronics USA are part of RMG Networks' air travel network, and have been mounted in the Sky Clubs at JFK International Airport (in the new Terminal 4) in New York City, Los Angeles International Airport, Hartsfield–Jackson Atlanta International Airport, Logan International Airport in Boston and Ronald Reagan Washington National in Washington, D.C., with more to go in coming months, the company said.

The aim in deploying 4K ultra high-definition screens was to "create a new experience with Delta Sky Club lounges," according to Leonard Wong, vice president, technology platforms, for RMG. The audience viewingthe screens in those lounges represents very highly sought-after demographics, so the idea was to create a "digital wallpaper experience" that would appeal to that audience, he said.

The screens are located in two locations within the lounge, one in a seating area and another beside the escalator bringing guests up into the Sky Club.

"We wanted to build a new network experience that was a little bit beyond our traditional digital signage, and we wanted to add on to the experience of what Delta has inside their Sky Clubs," Wong said in a recent interview. "So we really decided to build the experience around taking a look at what that audience wants to see and then how we can figure out how to monetize that."

The network already has begun gaining traction with advertisers, he said.

The project with Delta dovetailed with other developments, such as the increasing availability of large-format 4K ultra screens and RMG's acquisition of Symon Communications, which had 4K ultra technology in its hardware platform, Wong said.

RMG also is scoping out more locations for 4K ultra deployment, and the plan is to have approximately 20 RMG 4K ultra large-format displays installed in various air club lounges by the end of August, according to a company spokeswoman.

Delta earlier this year deployed a "pop-up" lounge event in downtown New York City, turning a two-story building in SoHo into a model of the two-story Sky Club in JFK's new Terminal 4. As part of that pop-up event, Delta showcased the 84-inch 4k ultra screens, and "the response was fantastic," Wong said. Delta — and advertisers — liked the large format and the ultra high-def resolution of the screens, he said.

"From our perspective, Delta really liked the experience, and that's why we're continuing to increase our footprint with them as well as other airline partners," Wong said. "We really feel like the 4K platform is really the right driver for that type of experience."

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