COMMENT
Planning your digital
signage strategy
Format, lighting, touch, distance, need to
be considered when selecting a display
solution, according to Adarsh Nair at NEC
Display Systems.
Projectors are suitable for various
fields of operation in the digital
signage sector. They can be used in
a multitude of ways with additional
tools like edge blending and
stacking. From oversized projections
using several projectors and floor
projections to 360-degree-projections
– there are hardly any limits.
Digital content is omnipresent in
our daily lives. As a result, a major
challenge companies face is how
to draw attention to their content
amidst so much digital information
being shown to consumers. Visibility
and readability of digital content are
critical considerations.
The rapid growth in mall space
has seen increasing recognition by
retailers of the need to communicate
and engage with visitors, especially
under difficult economic conditions.
Selecting the best display technology
for this scenario is equally critical.
There are several key success factors to
consider during the planning phase.
Large format displays
Digital signage installations with large
format displays are versatile and can be
used in bright environments. However,
some variables still need to be taken
into account. The correct display
brightness determines how well the
human eye can perceive the content.
The clearer the picture is and higher the
contrast, the faster viewers can perceive
the content on the screen. A matte
display surface should be the choice to
minimise reflections and glare, leading
to better readability.
Display resolution also plays a role.
At short viewing distances, ultra-high
definition displays can deliver pixel-
free, detailed pictures showing even
the smallest detail. This is particularly
important for digital signage in retail
environments for touch installations
where consumers are standing right
in front of the display and for all
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Solid state lighting is based on either
LED elements or laser diodes. Solid
state lighting systems generate a
longer lasting and more consistent
light with effective brightness
decreasing much slower over time
than with lamp-based systems. The
technology offers highest picture
quality and significantly longer-
lasting brightness compared to other
light sources and has a service life of
up to 20,000 hours.
Adarsh Nair, is at NEC Display Systems,
North Africa and Middle East.
other situations where viewers pass
the screen at close range. Interactive
elements are an additional means to
attract the attention of those passing
by a digital signage installation. The
intuitive behaviour of the displays
allows users to directly choose content
that is interesting to them.
Large-scale projectors
Besides large format displays,
projectors are used for digital
signage as well. Deploying projectors
is particularly useful in places with
little daylight. They also allow the
use of surfaces that are unsuitable
for the installation of fixed digital
signage displays. Projectors with
solid state lighting technology offer
a durable and cost-effective solution
for these cases.
LED modules
For digital signage installations
outdoor or in especially bright
environments, LED modules are the
right solution. They allow detailed
pictures with high contrast. Unlike
displays and projectors, the durable
LED modules brave wind and
weather even without protection
modifications such as glass overlays.
LED modules are easy to maintain,
lowering operational expenditure in
the long run. The modular design of
LED walls enables flexible creative
possibilities.
Better reproduction of content
and lower operating costs are two
aspects of digitising information.
Consumers have very high
expectations and want animated,
current and even personalised
content. The risk of getting lost
in the mass of media offerings is
high. However, in contrast to classic
billboards, for example, the content
of digital signage installations can
be managed centrally and in real-
time to respond to audience and
advertiser needs. Costs for changing
content can be significantly
reduced and displays can easily be
customised and updated across
different locations via a central
point of management.
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