Ask the Board – December 12, 2016 | DAVE TAYLOR

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


Because I am based in Times Square, I live in a world where Bigger is Better. At first, the bigger sizes are very impactful, but over the years for someone who is here regularly, the content needs to be intriguing. I think it works well for the people who are visiting or are only here once a year, as the area is forever evolving with new displays. For the people that are here every day and work in the area, the content needs to be something that pulls them in. If not, it turns into background noise.

As far as a regular retail environment, I think that the content usually outweighs the size of the display. I have seen 46- to 55-inch displays in different retail locations, and some seem a little amateurish and some are just outstanding. Recently I was in a high-end retailer, and they had a beautiful display that was showing very hi-res images that changed ever so slightly, and it looked great.

My thought is that it is better to find a display that fits the application and looks great rather than getting the largest display possible and just filling an area with content that is not so well thought out.

About Author

Senior Director of Digital Operations
Westfield

MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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