Do you find that impact of large-format digital signage is usually proportionate to its size? Why or why not?
Yes, and after a recent trip to Las Vegas, this question hits home for me. I found myself walking on the strip in Las Vegas, and because of the volume and size of all the digital signage, it was able to do something that billboards have not been able to do to me in a while and that is…take my attention away from my smartphone and look up. Don’t get me wrong. Content is still king but the shape, size and variety of the digital signage experience was phenomenal. All kinds of ads from food to clothing had my attention. I realize that no one does this bigger or better than in Las Vegas, but I have also had the experience of standing next to a 100-inch vertically mounted screen with a bacon hamburger. This hamburger was larger than life, and it did the trick. I wanted a hamburger. I believe bigger is better, in the right circumstance, and with good content, it can hit the mark for a special wow factor.