Digital signage 5 for 5: July 2018 edition
Summer is rushing by us rapidly, and the digital signage market is keeping pace, with solutions that amaze and engage customers. The top stories in July covered topics such as augmented reality bus shelters delivering romance and human imaging technology revolutionizing analytics.
One story covered how smaller broadcast studios are starting to use digital signage, such as WFMZ, which deployed narrow bezel displays and a videowall controller. Another story examined an outdoor deployment in Russia, which used an AR campaign to advertise the Russian TV show, "Holoystyak," Russia's version of "The Bachelor."
It's time to take a look back at the top five stories for Digital Signage Today for July 2018. The stories are posted in reverse order.
It's no surprise that it can be difficult to draw a consumer's eye away from their cell phone, especially when they are out and about. One way advertisers are attempting to stand out is by integrating augmented reality elements into their displays. Russ Outdoor, for example, recently teamed up with Russian broadcaster TNT to craft an AR campaign to boost awareness for the Russian TV show, "Holostyak." (Russia's version of "The Bachelor.")
The OOH Russian company deployed a display at a bus shelter in Moscow which featured a promotional image of the show on one side, and another side with virtual rose petals floating around the display.
Broadcast studios have increasingly adopted newer digital signage technologies to deliver a better viewing experience. Even smaller studios are starting to upgrade, such as WFMZ, based in Allentown, Pennsylvania.
In order to meet this need, the station teamed up with Advanced and Devlin Design Group to deploy a videowall system. The companies deployed a 6- by 3-foot NEC Ultra Narrow Bezel Display videowall and several other smaller displays, such as LCD monitors. They used a VuScape Videowall Controller to distribute display signals.
On the surface it would seem brick-and-mortar retailers are in trouble. Big legacy brands like Sears and JC Penny are dramatically scaling back their storefront presence, while retailers like Toys R Us are shuttering altogether. True, e-commerce is causing havoc in the brick-and-mortar space, but I firmly believe that reports of the demise of retail are greatly exaggerated.
The key to recovering foot traffic in retail is the shopping experience itself.
A piece of equipment embedded with the HVC-P2 can detect and presume attributes and conditions of a user coming into its vicinity, without the user knowing the presence of a camera, making it possible to provide services deemed most suitable in view of the user's attributes.
Known identified applications that can utilize this technology include automated retail, retail, digital signage, POS, vending and ticketing. Marketing benefits include market analysis and advertising tailored to gender and age.
2018 is poised to be the most exciting year yet in digital signage. Things are getting more integrated, more comprehensive, faster, smarter and better looking.
But remember that all this technology is built around people — to streamline workflows, enhance communications, increase engagement and build community. So, make sure that 2018 is the year of the customer for you. Relate to your audience as human beings, and not just as a source of income or consumers of your product. Give them what they want, and what they want is more access to more comprehensive, more personalized communications.
Image via Istock.com
Bradley Cooper is a Technology Editor for DigitalSignageToday.com. His background is in information technology, advertising, and writing.www