ASK THE BOARD: Exterior LED Innovation

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As exterior LED displays become appropriate for more and more applications, what kind of innovation do you see on the horizon in terms of reinforcing your brand?
This week’s question is answered by members of the DSE Advisory Board
END USER COUNCIL

Read the Answer by Doug Anderson

“We here at LA Metro are excited about exterior LED displays and the new opportunities they offer for the public transit industry. We have more than100 transit stations in the region, most of which are exposed to the elements.”

DOUG ANDERSON
Senior Director – Digital Strategy and Innovation
LA Metro Transit

Read the Answer by Floyd Appleman

“Exterior digital menu boards have been quite the challenge in our environment, from the cold in Boston to the punishing heat and sand in Arizona. Drive-thrus are the lifeblood of our restaurants, and failures on external menu boards during peak dayparts can have a significant impact on sales.”

FLOYD APPLEMAN
Manager, Technology Development – The Wendy’s Company

Read the Answer by David August

“Exterior LED has become commonplace within the world of construction. They have been woven into the very fabric of design. Where we once used glass, steel or concrete, we can now use LED to help define the look and feel of our building.”

DAVID AUGUST
Manager, Venue Technology & Production
Maple Leaf Sports Entertainment

Read the Answer by Dana Baird

“The continued push in content and the right content at the right time would be the key for our display designs. We are just now installing exterior displays and beginning to gather brand momentum. Outdoor displays help tell our brand story in new markets.”
DANA BAIRD
Audio Visual Concept Director – JOEY Restaurant Group

Read the Answer by Algernon Callier

“A new becoming…Futuristically, the kind of innovation I foresee for interactive displays (LED or otherwise) is what I would describe as Ai-enabled ‘Natural Virtual Interface.’ Have you ever seen depictions of the ‘looking glass’ or magical mirror, whereby one can literally ‘reach into’ the world shown within?”

ALGERNON CALLIER
VP | Strategic Innovation & Emerging Technology

Read the Answer by Lawrence Chang

“Reinforcing our brand has always been a challenge, and while at first, exterior or outdoor LED was a very big attention grabber, it can now also be considered a nuisance or a distraction, especially when driving.”

LAWRENCE CHANG
Director, IT – Calgary TELUS Convention Centre

Read the Answer by Jorge de la Parra

“More and more brands are iterating through versions of outdoor digital menu boards. Existing integrations to Bluetooth technologies along with deeper ties into other consumer-identifying technologies will allow for truly customized experiences.”
JORGE DE LA PARRA
Director, Business Consulting Services – Jack In The Box

Read the Answer by Dominic DeSieno

“In the banking industry, more and more people are doing their banking transactions using their mobile device. What we really need to do is to get customers to use their devices while in the branches, which would change the dynamic of the in-branch experience.”

DOMINIC DeSIENO
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo

Read the Answer by Kim Dwyer

“As a children’s hospital, our brand has a certain amount of whimsy to it and both the interior and exterior LED displays have opened up unique opportunities for patients and families to engage in that whimsy. Options for personalization are…”

KIM DWYER
Corporate Communications Senior Account Manager – Nationwide Children’s Hospital

Read the Answer by Michael Dwyer

“It will be interesting to see how the movement toward a more personalized and data-driven experience evolves as screens are placed in different locations. OOH networks will be able to more precisely target…”
MICHAEL DWYER
Senior Marketing Manager, Digital – Subway

Read the Answer by Adam Feldman

“We are already seeing and doing some new things as LEDs become easier to acquire. We have recently opened a new state-of-the-art arena, and an external portion of the building has a LED media mesh that is see through when not on.”

ADAM FELDMAN
Executive Director, Audio Visual Systems and Digital Media Distribution – MGM Resorts International

Read the Answer by Paul Fleuranges

“I’m not sure it’s innovation that will help us reinforce our brand, as much as it will be deploying more digital screens across our system. Exterior LED displays provide brands with…”
PAUL FLEURANGES
Vice President, Corporate Communications – New York City Transit Authority

Read the Answer by Cheryl Flohr

“Many trade show exhibitions are held outdoors or in a tent environment, where digital signage is not effective or practical. At the EAA Airventure held in a giant field in Oshkosh, Wisconsin, 500,000 people…”
CHERYL FLOHR
Director, Communications – Parker Aerospace

Read the Answer by Mark Geiger

“Exterior LED displays have been a cornerstone of our digital signage network for more than seven years. We have added to the exterior signage inventory over the years and will continue that trend in the future.”
MARK GEIGER
Associate Director, Marketing & Business Development – Georgia World Congress Center

Read the Answer by Joshua Goodwin

“With technological innovations moving at breakneck speeds, now is the time to reinforce your brands. There are many ways immerging technologies can help push a brand and its message.”
JOSHUA GOODWIN
Digital Media Specialist – Eileen Fisher, Inc.

Read the Answer by Spencer Graham

“On university campuses, (we have three campuses in Morgantown and several regional campuses around the state), exterior LED displays are certainly “front facing” to not only our students but also to our campus visitors.”

SPENCER GRAHAM
Manager of Operations, Information Stations, Interactive Video, Network & Web ServicesWest Virginia University

Read the Answer by Gary Harris

“I certainly see outdoor displays coming to campus. Kiosks with campus maps, perhaps even a self-guided tour of campus. I think that, with the stadium now being a central feature for campus life, there will be many opportunities for exterior LED displays…”
GARY HARRIS
Digital Video Engineer – Notre Dame

Read the Answer by Jerry Harris

“I perceive that the next innovative leap in Exterior LED Display technology will be 3D/VR without the use of goggles. There are inherent challenges with taking this technology to such a massive display.”
JERRY HARRIS
Senior Director, Exhibits Graphics & AV Services – Georgia Aquarium

Read the Answer by Joshua Johnson

“I believe that exterior LED displays are ripe for innovation in terms of reinforcing brands in new and exciting ways. With the rapid emergence of connected cars, smart watches, beacons and other IoT technologies, I believe we are on the verge of exterior LED displays seamlessly reaching beyond…”
JOSHUA JOHNSON
Sr Marketing Manager, Digital Innovation & Strategy – AT&T

Read the Answer by Thomas Kunka

“Outdoor deployment is one of the least discussed aspects of digital signage in higher education. This may be surprising given the normalization occurring in LED display technology, increased robustness in conventional displays…”

THOMAS KUNKA
Senior Application Specialist – University of Illinois at Urbana Champaign

Read the Answer by Terry McFarland

“What is particularly exciting about the innovations quickly ramping up in the LED display world are the advances in size and resolution. Things are getting bigger and clearer.”
TERRY McFARLAND
Manager, Disney Information Design & Experience
Walt Disney Parks & Resorts

Read the Answer by Jennifer Merrill

“I think we’re going to start seeing more interactive exterior displays that would reinforce company branding. For example, displays may become more crowd-sourced based on social media feeds or other social activators.”

JENNIFER MERRILL
Program Manager – Amazon

Read the Answer by Patricia Mitrano

“Outdoor LED displays will be used for welcoming, wayfinding and place-making. Waterproof and rugged, the signage can enhance and brighten a medical facility and make a memorable and lasting impression.”
PATRICIA MITRANO
Director of Visual Communications – Newark Beth Israel Medical Center

Read the Answer by Daniel Orme-Doutre

“LEDs will get cheaper, more modular, thinner and smaller (pitch). LEDs help create a consistent message in our spaces with ambient light. LEDs today are better at color accuracy and controlling brightness, thus reinforcing correct brand identity.”

DANIEL ORME-DOUTRE
Senior Content Publishing Manager – Microsoft

Read the Answer by Jim Riley

“The advancement of LED displays is especially relevant for a sports team. The exterior displays have the ability to attract and inform our current fan base, with the hope of catching the eye of potential new fans.”

JIM RILEY
Director of Marketing – Columbus Blue Jackets

Read the Answer by Wayne Rorex

“Most of our signage for the city is infrmational in nature, and as the displays become brighter, more reliable and suitable for exterior applications, the need for protection from vandalism would increase as the monitors move out of our secure environments.”

WAYNE ROREX
Management Analyst – City of Los Angeles

Read the Answer by Allegra Sandelli

“We see using the display to reinforce our brand positioning as the Human Bank and to demonstrate our commitment to the local communities we serve. We have begun to incorporate more community-based content into our LEDs…”

ALLEGRA SANDELLI
Senior Vice President, Marketing
TD Bank, America’s Most Convenient Bank®

Read the Answer by Ralph Schorbach

“Fall means temperatures cool down a bit, and outdoor visuals take on greater importance for sending the brand message. This is perfect timing for this month’s question; what kind of innovation do you see on the horizon in terms of reinforcing “our” brand on exterior LED displays.”

RALPH SCHORBACH
IT Manager – Fairplex

Read the Answer by Amy Shaw

“At McCarran, we own nearly all of the billboard structures on our roadways (approximately 30 boards and 70+ faces for one, two and three-sided boards), so we have the luxury of promoting our brand without having to install new exterior LED displays.”

AMY SHAW
Airport Concession Manager
McCarran International Airport

Read the Answer by Dave Taylor

“I have a 15,000-square-footbillboard in Times Square. The actual innovation is not really much different than any other type of display.”
DAVE TAYLOR
Digital Signage Engineer – American Eagle Outfitters

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