Ask the Board – August 13, 2018 | LENA FORREST

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“Are there any new technical capabilities in hardware and/or software opening up new creative options for content playback, design, or interactivity? How are they being applied? How well are they being applied?”


The tech world is growing by leaps and bounds and at an incredible pace. Software is getting smarter. Screens are getting larger in both size and pixel count. Players are getting smaller. And together, this means cutting-edge marketing that is providing a more personalized experience for your audience.

Software with artificial intelligence (AI) is capable of learning. These programs can detect, analyze and store information, including a customer’s gender and estimated age. Armed with this information, the AI will then play a targeted ad or video on the nearest screen. Add in gesture-based technology that triggers specific content and this unique experience can follow the customer as they move about the store, potentially increasing sales and customer satisfaction.

Virtual reality (VR) made its leap from science fiction to the real world with headsets that pair with a cell phone or link to a video game system. While headset VR is great for individual engagement, digital signage is often about more than one person. VR experiences transform spaces and video walls into inclusive and immersive environments for larger audiences.

Displays are getting larger. Samsung recently debuted a massive 146-inch screen they have dubbed “The Wall.” Standing almost six feet tall, this screen utilizes MicroLED technology, and is modular. That means no bezels between screens, which is great news for anyone looking for a seamless and absolutely gargantuan video wall. There is no price associated with the product yet, but the price tag will probably be just as large as the screen.

Transparent organic light-emitting diode (OLED) screens allow text, images or videos to be displayed on transparent glass. This technology eliminates the need for a backlight or enclosure like an LCD screen. So a customer will be able to see your message AND see right through it. Transparent OLED screens become a part of its surrounding environment rather than being placed in it.

Behind the scenes, digital signage players are getting smaller and more powerful. A more durable exterior extends their life and makes them impervious to the elements.  And their small footprint allows for discrete installation behind the display (as long as it’s not a transparent OLED). But don’t let their size fool you. The processor inside packs a bigger punch than ever before. This makes them perfect for kiosks, digital signage and retail applications.

Retailers looking to incorporate cutting-edge hardware and software into their marketing strategy should see these tools as an extension of digital signage, to help engage and inform customers.

 

 

About Author

Vice President, Senior Manager of Marketing
TD Bank

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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