Ask the Board – December 12, 2016 | ALLEGRA SANDELLI


Do you find that impact of large-format digital signage is usually proportionate to its size? Why or why not?

It all depends how and where you use it. Viewing distance, location, lighting, imagery and messaging all influence the impact.  For example, you can create impressive results with big and bold images, but if your signage placement is less then optimal, flooded with ambient light or placed too far back inside your store, the effect is filtered down and sometimes lost. But, in the right place, large-format digital signage can capture attention and engage consumers with startling impact.  One great instance for us is in a small store adjacent to the busiest subway station in New York. The interior walls are virtually two large format digital signs. In addition to using dynamic messaging and strong arresting imagery, we provide relevant content with highly visible subway schedules and weather reports making not only a dramatic visual impact, but providing unexpected convenience to commuters. When placed appropriately and brought to life with creative know how, the impact can be fantastic.

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

End User Council

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