Big Picture - March 2016 - (Page 16)

dynamic signage Viva Las Digital How the signage capital of the world can help you with even the smallest digital screens. | by Beth Osborne I f there is an epicenter for digital signage, it's Las Vegas. Walking down the Strip is an experience for the senses, with some of the largest, most intense signage in the world. It's a city that never sleeps, and will try most anything to keep visitors engaged and spending money. Las Vegas broke records for tourism in 2015, and I happily did my part, visiting twice, once for work and once for fun. To say Vegas is in vogue with digital signage is an understatement - this city sets trends and is an ideal atmosphere to experiment, observe, and share. Can digital signage ideas from Viva Las Vegas translate to a more mundane environment? The quick answer is yes. Let's look at three ways Vegas is doing digital and how they can influence your next project. BIG PICTURE March 2016 DIGITAL SIGNAGE AS ART? Content on a screen doesn't have to be promotional or even informational. (Not a statement that most digital signage marketers would make, but true nonetheless.) Digital signage is typically all about P-O-P, call to action (CTA), and focused product promotion. But what about digital signage as art? An artistic approach to digital signage can work in many ways - as a distraction, as a background, or even as a focal piece. One of the best applications I observed in Vegas was at The Cosmopolitan. Known for its sleek, modern design, the luxury resort's digital signage didn't disappoint. Stretching throughout the casino, the elevators, and everywhere in between, its intriguing feature was the use of screens attached in the landscape position to lit columns at the registration area. My favorite video was a snow scene complete with animated skiers, ice skaters, fishermen, and polar bears, changing every few minutes. For my December visit, this seasonal display was perfect. The quality and detail of the design was very well done, yet these screens promoted absolutely nothing. Not even logos or pushes to "try this" or "go there." It was simply an animated piece of art which provided its viewers a moment of Zen. So, why is this application so smart? Think about the context of the registration area. Guests are just arriving from the airport. They've been on a flight for hours. They're tired. They just want to get to their rooms. There's a sense of urgency. However, there may also be a line (there was when I arrived). Guests have already exercised a tremendous amount of energy to get to this place, only to be waiting once again. Why not give them a better experience as they wind down from their trip? Give them a moment of peace with a fun, colorful video. It can immediately change someone's mindset and mood so that when the front desk staff proposes an upgrade, the answer may be "yes." As an added bonus, those in line are so preoccupied with the video that they barely notice the wait - and therefore perceive their wait time to be less. The experience at The Cosmopolitan is completely applicable to most areas with high wait times. But it's about more than the time - it's also the viewer's frame of mind. BETH OSBORNE is a consultant with many years' experience working with end users, providers, and stakeholders in dynamic and large-format signage. She resides in Charlotte, North Carolina. Contact her at bethfosborne@gmail.com. 16

Table of Contents for the Digital Edition of Big Picture - March 2016

Big Picture - March 2016
Contents
Challenge Accept
The Power and the Glory
Insight
Dynamic Signage
Wide Angle
Upfront
R+D

Big Picture - March 2016