Ask the Board – December 12, 2016 | MARK GEIGER


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

I have found that larger digital signage has more impact.  However, environment and viewing angle obviously have a lot to do with the signage impact. The reason I believe larger signage has impact at our venue is by looking at sales volume. More customers purchase the 48 foot by 14-foot digital billboard more often than the 36-foot by  10.5-foot board when given the choice.  The same rationale applies to our video walls vs. single monitors. Our venue is very large and can handle large-format signage. I don’t believe that would be the case with all venues.  The saying, “Just because you can do it, doesn’t mean you have to,” is very applicable to this topic. I believe people like to see their branding, and visual concepts big and bright. If you have the real estate and the installation, and proper methodology is taken into consideration from the beginning, everyone should be happy with the end product.

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Advertising Manager
Georgia World Congress Center

End User Council

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