Howard Smith, Dynamax’s Head of Technology and Development, looks at recent developments in the sector and forward into a digital future. Whilst developments in the retail sector bubbled away during 2006, the real digital signage success stories were to be found in the out of home advertising sector which, thanks in part to the Dynamax installed and integrated Titan Transvision network, has quickly established itself as the next generation of ‘digital posters’. The Transvision network of large-scale LED screens in mainline rail stations has grown from a single screen to 17 nationwide in the last few years. Dynamax supplies both the screens and PointOfView, which drives the mixture of news and advertising information that gives the network its main appeal. Titan Outdoors realized from the very beginning that these screens needed to grab passengers’ attention in stations, which are among the most crowded signage markets anywhere. It was therefore not enough simply to show advertising: there also had to be an element of information and entertainment. PointOfView was specifically conceived to enable Titan not only to broadcast varied advertising schedules, but also to display up to- date news and weather information and therefore appeal more readily to the information-hungry commuter audience. Transvision has continued to push the boundaries in innovative uses of the technology. For example, last year the BMW X3 Transvision campaign found commuters sitting in an actual X3, and test driving the BMW in a simulated environment projected on to a screen in front of them. The simulator measured both performance and control, allocating scores accordingly. Transvision then displayed both action from the simulator and top-scoring performers’ names on a leader board via its digital screens across the country. Near Heathrow Airport, ensuring its exposure to 84 million drivers a year. ‘The Torch’ is part of the ever-growing JCDecaux Platinum Landmark Portfolio that includes prominent digital displays such as the M4 Tower and the Premiere range of digital billboards. Clear Channel have also made important strides, launching their digital network of 10 LED billboards, the size of conventional 48-sheet billboards, in prime locations of heavy traffic across London. Furthermore, Clear Channel has large screens in five shopping centres around the UK and a number of media sales companies are working with local authorities to install large screens which will broadcast a mix of public information and advertising. Digital signage will not only become a more common sight in places such as train stations or airports, but will also be seen in public areas such as town squares, shopping centres and even escalators on the London Underground. The use of large LED screens to show the World Cup in city centres only reinforces the assertion that digital screens are becoming an integral part of our modern cityscapes. Outside London, digital screens have also been mushrooming. Large poster size screens in shopping centres are also gaining popularity, as retail property owners realize that their real estate also has advertising value. Dynamax has installed LED screens at both Braehead Shopping Centre near Glasgow and Frenchgate Shopping Centre in Doncaster. Far from being restricted to the transportation sector, we will see a significant increase in the number of large screens in public spaces right across the UK. In the future digital signage will become ever more ubiquitous, as it can be used in any place where the audience is likely to wait for a while rather than just pass through, such as pub, clubs, schools and student unions. furthermore, as the chief advantage of digital signage that the content displayed can be changed from central point and at a moment’s notice, the range f innovative applications is practically infinite. Yet although digital signage opens up these new and exiting opportunities, it will be a part of the overall marketing mix for retailers, agencies,transport,media owners, rather than the dominant form communication. Over past six years improving technology and the falling costs of digital signage make this an attractive and accessible investment for companies. Digital signage is poised to open up new opportunities and large companies realizing potential of the medium and including it in their marketing strategies. Companies are supplying, increasingly mobile, technologically adept and information hungry public with the information they need - when they need it. We can look forward to a brighter and livelier shopping and waiting experience around our towns and cities. Welcome to the digital signage revolution.

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