Ask the Board – December 12, 2016 | JESSE BREIDINGER


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

I have not measured any correlation between the actual screen size and the impact of the digital signage.  In my experience, digital menu boards in the foodservice industry have been deployed in a standard size that may fluctuate slightly depending on the environment within which they are installed.  However, I have seen an impact when more than two screens are added to a single configuration.  For example, when there is a third “merchandising” screen added to a two-screen menu board, there is more opportunity to drive awareness with creative content on that third board that does not overtake the menu board.  In the sports industry, I’ve been asked if the menu board can be interrupted with live feed from the game, for example, when a touchdown is scored. This has been frowned upon because the guest should be able to see the full menu at all times. The menu board is a strong strategic selling tool that should be strictly maintained.  However, if a third board were added, there is an opportunity to promote specific items, events and even feature live game feed without deterring from the main goal of increasing sales in food and beverage.  In addition, if a highly profitable item is highlighted on a third board, there is a very good chance that it will sell more.  In order to do that, you can simply add an additional standard board rather than investing in larger screen sizes.

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Senior Manager, Commercial Leadership
The Coca-Cola Company

End User Council

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