Ask the Board – December 12, 2016 | JIM RILEY

0

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


We have seen that, in most cases, our large-format digital signage is proportionate to its size. I feel that this is the case for three main reasons:

  1. This process starts with our creative team and paying close attention to the specifications for each project.  Is it a horizontal or vertical screen we are trying to fill?  Create ads that work within the particular specs or screen you are using in that space.  For example, we often produce action shots of our Blue Jackets players for various signage opportunities.  Having a close up shot of one player standing straight up on the ice is better for a vertical space as opposed to horizontal.  Other in-game images are better suited for a horizontal space.  Being able to determine the best images to fit your space and if there’s a particular call to action displayed is a step in the right direction.
  1. The impact of the large-format signage and being proportionate to its size is also based on creating the files with the right amount of resolution.  We’ve run into issues in the past with creating a video or static large-format ad and having the wrong resolution for it.  This produces a below average result and affects the overall look and proportion to the space.
  1. Less is more. We’ve tried to create large-format digital displays that include mainly content and less text.  Although, from our experience, text can show up just fine. The less you include, the more impactful your message can be to consumers/fans.

About Author

Director of Marketing
Columbus Blue Jackets

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

Leave A Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.