Sign & Digital Graphics

July '18

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18 • July 2018 • S I G N & D I G I T A L G R A P H I C S ELECTRIC SIGNAGE sage be tailored to reach different audi- ence sets? And furthermore, are there useful tactics to attract those viewers who might be more comfortable with digital applications than others? "Incorporate social data and user- driven content," advises Smith. "Getting the consumer involved in the ad helps increase awareness, viral potential, recall, etc. Keep in mind that when doing this, it's important to ensure that the platform used has moderation included." Because of the constant interaction that results from social media applica- tions, involving this kind of content in a digital sign should enhance viewers' experience. For the content provider, this is not only effective but also relatively simple to implement. "You could argue that using social media is a form of content automation as it is a steady stream of new and fresh content that is relevant to a specific col- lege or hash tag," Cahoy says. Orion Worldwide in New York is an example of the unique digital content screens that can be installed. (Image courtesy of Rise Vision) The FireEye lobby ticker wall has five, six-and-a-half feet long tick- ers running down the wall, which are driven from the C-scape JetStream software. (Image cour- tesy of Rise Vision) Content Applied Today, digital signage applications can be found in almost any location imagin- able. If there are crowds to reach, a digi- tal sign is a suitable solution. "Any location where digital signage can provide useful information to someone on the go is always helpful," says Smith, citing malls, entertainment venues, and other high-traffic areas as viable locations. And with this type of signage on the rise, it is becoming more prevalent in previously untapped areas. "I think we are seeing signage pop up in nearly every environment and new and creative uses are surfacing every day," Cahoy says, pointing to projects that he has recently executed. "At Rise we do a lot with edu- cation, so in the context of those users I think content automation is important to help keep screens fresh—in the business school, automating to show live finan- cial quotes—in the hallways, tying into an event management system—or for donor walls, tying into a managed listing of donors to ensure the content is always correct." Two Kinds of Content Saret categorizes the content for digi- tal signage applications into two groups. The first is "Dynamic Content," that should be "tied to a pre-existing content platform, and is automatically being updated, such as weather, news, sports or social media," he explains. "It could also be content that's specific to the venue that is being changed by the company, such as product specials or promotions at a fast food restaurant or clothing store." This type of messaging allows for remote changes that correspond with business decisions such as inventory con- trol or other variable conditions. The second group is "Content Tied to the Goal of Digital Signage," which is content that "should address the ques- tions of why the screen is going up as well as where its being placed," Saret says. In most instances, the type of content that is delivered to the screen will depend on the client's preferences and situational circumstances.

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