Do you find that impact of large-format digital signage is usually proportionate to its size? Why or why not?
In a large modern city, larger format signage stands out and will get noticed with far greater results than medium format until the area is saturated with large format signage. At that point, it is all content that makes the difference. When the first digital billboard went up, it caused traffic issues. Now, they are everywhere, and nobody sees them as anything other than a billboard. For most of our applications, medium format digital signage is more appropriate. The majority of our signage is for “no-frill” information. We deliver directions, current conditions and other advisory information with our signage. If we utilize large-format signage, it would allow for more information but not more interesting information. The places that public owned large-format signage can be used are the airports and convention centers where we are “marketing” our fine city, just like the private sector does with perfect execution.