Innovation is the Key to Digital Signage Success


In a recent survey conducted and published by POPAI UK & Ireland, the trade association for companies involved in point-of-purchase and retail communications, there are nearly four times as many shops and business incorporating digital signage into their retail sales operations as there were only four years ago, which essentially equates to a nearly 100 per cent per year rise, and the trend in digital signage, particularly that with which customers can interact, look set to grow exponentially.
Digital signage is not a fad or a gimmick. It is a cogent, tangible marriage of marketing strategy and progressive technology that is finding powerful ways to engage destination and passing trade in ways never before, well, envisaged.
For Mode-AL, a recent case in point is work we did with Visionpoint Technologies Limited, a respected UK-based AV installation and maintenance company.
Visionpoint had been contracted by Jameson Irish Whiskey to organise a worldwide promotional campaign in Duty Free shops in airports around the world, starting with the Malaga airport in Spain. Visionpoint and Jameson had cleverly come up with a highly interactive signage scheme that invited travellers to try their luck at reaching for a virtual glass of Jameson by way of “augmented reality”, which is rapidly taking hold as a genuine crowd pleaser.
The issue, as ever, is how do you make such a display portable enough to be easily transported to the next venue, or replicated as longer term fixtures for ongoing promotional campaigns? Most digital signage options are fixed installations, but would it be possible to devise a readily moved flight case for such a display?
That may seem a simple question, but let me assure you that the answer is not. However, we have some very clever people who, because of their work on what are almost always a bespoke projects, are able to work out elegant solutions.
Mode-AL Managing Director David Lees and his team were set the challenge by Visionpoint to produce a portable digital signage flight case, in an extremely tight time frame and, to their credit, they delivered.
The flight case produced by Mode-AL enables the entire display to travel freely from location to location and incorporates a gas cylinder that elevates a 42” LED screen from the flight case at the touch of a button, thereby almost transforming the case into an interactive bar. Interested travellers can simply move toward the pop-up screen, reach for a glass, and have it filled with virtual Jameson whiskey as well as participate in other tasks by interacting with the augmented reality software developed by Visionpoint.
The portable signage idea, and the response to the augmented reality, has been so successful that Mode-AL is now working on further projects of a much larger scale.
And only a few are much larger than the recently opened Westfield Stratford City shopping centre in Stratford, London, the gateway to the London 2012 Olympic Park and the largest urban shopping centre in Europe. It’s been estimated that up to 70 per cent of visitors to London 2012 will pass through Westfield Stratford City to get to the Games, and they will in large part be walking past signage supported by Mode-AL.
But a 42” plasma is not going to get the job done in such an environment. So, how do you scale up to support Westfield’s drive to enhance the consumer experience with spectacular new screen formats?
You draw from years of experience. We recently designed and built the structure for Europe’s largest hybrid video wall at Ernst & Young London’s reception area. The structure combines 160 Christie MicroTiles and 162 Ignition 20mm pitch LED panels that cover a massive 60 square meters in a 90 degree arc.The digital signage support we’ve provided for a number of Westfield retailers is not quite to that scale, but it’s not far off.
Whether it’s the enchantment of augmented reality on a small scale, or the awe-inspiring draw of gargantuan signage that evokes emotion and compels action, digital signage to any scale must nevertheless continue to innovate to capture the imagination.

Tags: iss059 | mode-al | digitalsignage | flight case | N/A
Contributing Author N/A

Read this article in the tv-bay digital magazine
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • Mode-AL at IBC 2011

    Mode-AL at IBC 2011


Articles
Future proofing post production storage
Josh Goldenhar Advancements in NVMe (Non-Volatile Memory Express), the storage protocol designed for flash, are revolutionising data storage. According to G2M Research, the NVMe market will grow to $60 billion by 2021, with 70 percent of all-flash arrays being based on the protocol by 2020. NVMe, acting like steroids for flash-based storage infrastructures, dynamically and dramatically accelerates data delivery.
Tags: iss135 | nvme | sas | sata | it | storage | post production | Josh Goldenhar
Contributing Author Josh Goldenhar Click to read or download PDF
Grading BBC Sounds
Simone Grattarola

The BBC has launched its new personalised music, radio and podcast app with a campaign that follows one listener’s journey from meeting Kylie Minogue in a lift to Idris Elba on a bus. 

BBC Sounds offers a single home for the BBC’s thousands of hours of audio content, including live and on-demand shows and special music mixes curated by artists.

BBC Creative, the broadcaster’s in-house creative division, took the brief to agency Riff Raff Films and Megaforce directing duo of Charles Brisgand and Raphaël Rodriguez who in turn brought on board regular collaborators Time Based Arts.

Tags: iss135 | bbc | grading | bbc sounds | davinici | resolve | blackmagic | editing | Simone Grattarola
Contributing Author Simone Grattarola Click to read or download PDF
21st Century Technology for 20th Century Content
James Hall A big challenge facing owners of legacy content is rationalising and archiving their tape and film-based media in cost effective and efficient ways, whilst also adding value. Normally the result of this is to find a low cost means of digitising the content – usually leaving them with a bunch of assets on HDD. But then what? How can content owners have their cake and eat it?
Tags: iss135 | legacy | digitising | digitizing | archive | James Hall
Contributing Author James Hall Click to read or download PDF
The making of The Heist
Tom Hutchings Shine TV has never been one to shy away from a challenge, be that in terms of using new technologies, filming ideas or overall formats: we pride ourselves on being ambitious and risk-takers.
Tags: iss135 | liveu | heist | streaming | cellular | mobile | connectivity | Tom Hutchings
Contributing Author Tom Hutchings Click to read or download PDF
Your two week editing future
Alex Macleod

So here we are - January again! Usually a good time to reflect on the year just gone by, and a good time to look forward to the coming months as the new year begins.

When I was reflecting on my 2018, and when thinking about what to write for my first article for Kit Plus - I kept coming back to one theme - organisation.

Tags: iss135 | editing | mediacity training | premiere pro | dit | Alex Macleod
Contributing Author Alex Macleod Click to read or download PDF