Five innovative uses of digital signage

Static signage has had its time in the sun. The days of using a one-dimensional map or list to way-find or garner information are no more. That’s because technology is such that feature-rich digital signage innovation helps organisations and businesses to engage users differently, with clever techniques to promote brand personality and visualise handy information.According to Markets and Markets, the global digital signage industry is set to be worth $29.6 billion by 2024. Such is the advancement in display products and growing demand for 4K and even 8K displays among consumers.If you’re wondering just how smart digital signage applications can be, be sure to check out five examples of digital signage innovation below to discover how the retail vertical is finding new, creative ways to reach out to target demographics.

International Women’s Day – Women’s Aid

Women’s Aid launched a new timely campaign on the eve of International Women’s Day which was displayed using digital signage across London. It visualised a young woman who had been badly hurt and bruised, followed by the strapline: “Look at me. We can stop it.”The campaign was designed to shock passers-by and raise awareness of the appalling nature of domestic violence towards women. The really clever technological innovation with this signage was that it utilised facial recognition technology to recognise when passers-by were looking at the signage. The more people that look at it at once, the quicker the bruises and cuts healed; thus conveying the message that acknowledgement of domestic violence is the initial step towards changing attitudes.

Fanta Jelly Fizz

Some digital signage campaigns have integrated augmented reality to help showcase new brands and product ranges. Fanta’s new Jelly Fizz drink was showcased in retail outlets with shoppers encouraged to play an interactive game by moving their body. The shoppers had to wiggle and move their bodies to hit the AR Fanta Jelly Fizz cans on the screen to score points and win rewards.

Lookup – British Airways

The Lookup campaign was a clever digital signage ploy to raise awareness of the ever-increasing list of destinations that British Airways now flies to. Antennae were used to communicate with BA jets flying within 200 kilometres of the digital signage, relaying the number of BA flights in the sky and their destinations at any point in time. The flights listed were only those visible in the sky to the naked eye.

Live-streamed takeaway orders – La Place

There are few more creative examples of using digital signage than in the Netherlands where one Italian restaurant took to the streets digitally to increase its footfall and offer renewed convenience to consumers. La Place had an interactive sign built 50 metres from its restaurant. Customers could speak to staff within the restaurant via a live streaming Skype-esque link, place orders and meet the chefs that make their food, before walking around the corner to pick up their order at their convenience.

The Highest Goal – Adidas

Last but by no means least, Adidas launched its “Highest Goal” marketing campaign amid the skyscrapers of the Japanese capital, Tokyo. The brand projected an interactive screen some 200 metres above the ground, with thousands of commuters and revellers able to see it. Consumers had to download the Adidas app to take part in the Highest Goal game, where people were asked to take virtual throw-ins toward Japanese soccer star, Shinji Kagawa.The above examples are proof that signage doesn’t have to be boring or speak in plain English. Providing it adds everyday value to consumers and brings personality to brands, digital signage is here to stay.

Digital Signage and R&D Tax Credits

In recent years, there have been numerous challenges that the signage industry has had to overcome, in particular, the topic of energy efficiency.An example of such involved the level of research and development needed for the signage industry to implement an organic solution to conventional LED signage. Organic LED (OLED) technology has not only helped reduce power consumption but has enhanced the calibre of visuals available to businesses.The same can be said for many other signage innovations, including:

Solar-powered digital signage

Sourcing electricity supplies for large digital signage such as billboards has historically been a major challenge for businesses to overcome. In some cases, businesses have had to pay thousands of pounds on trenching and connecting signage to power supplies. That’s additional to the cost of the signage itself. Thus solar-powered signage was developed to resolve safety and environmental issues, whilst using the sun’s rays to reduce operating costs.

Smart technology

In a consumer age where individuals value experiences over possessions, smart technology has helped to change the game for marketers. Smart signs recognise the age and gender of passers-by and uses this information to display relevant products and services that are likely to be of interest.These recent advancements would not have been possible without the financial support of the UK government towards ambitious and creative signage companies. Those conducting research and development (R&D) into projects – regardless of their size or success – can now claim for R&D tax credits.Also explore our tips on the four types of innovation and the problems they can help your business solve.

Does your signage company qualify?

To be eligible for R&D tax credits, any research project your company undertakes must be directly linked to your trade – either an existing one or one you plan on setting up following the outcome of your project. To claim R&D tax credits, you must be able to explain the following about your project:

• How you’ve sought an advance in technology or science
• How you overcame an element of uncertainty
• How the project could not be undertaken easily by a competent professional