Ask the Board – July 15, 2019 | CHRISTINA RADIGAN

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“How many displays are enough in any given venue, and when is it too much?”


Guest contributor for May: Jason Isaacs, Supervisor [d]theory

There are a lot of factors that go into determining the ‘right’ number of screens for a venue, and there’s really no magic formula. Naturally, the first thing that comes to mind is the layout of the venue itself, such as: 

  • Are there multiple rooms? 
  • Are views obstructed by partial walls or other fixtures (like a bar in the middle of a restaurant or concert hall)?  

Since the goal of installing signage is to draw eyeballs to it, one approach might be to install signage wherever the existing signage is not visible within one’s immediate line-of-sight. 

The next thing that it is important to consider is the focal points of attention within the venue: 

  • Are occupants all looking toward a single stage? 
  • Is attention fragmented among different areas of a room? 

If attention is fragmented, then it might be advisable to install a screen in close proximity to each focal point, or between two focal points, in order to maximize audience views.

Another factor is whether the on-screen content is contextually relevant to the immediate surroundings.  For example, a screen featuring content regarding discounts on venue souvenirs might hold the attention of passersby more effectively within the gift shop itself, where making a purchase is an immediate consideration. Since the content is highly relevant (and of interest), dwell time in front of the screen might be higher, which increases the likelihood that an ad will be seen. Thus, fewer screens might be needed to ensure an impression in this case.

It is difficult to pin down how many displays are too many. A better question might be how the positioning of X number of screens impacts the viewer(s). For instance, no one wants a flashing digital screen as the backdrop of a dimly lit museum exhibit. In the end though, the most important thing is to have all of your bases covered, where screens communicate some value to venue occupants at key ‘micro-touch points,’ but without becoming intrusive or taking away from the desired experience of passersby within the venue.

About Author

Managing Director, Marketing & Communications
Outdoor Media Group

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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