Big Picture - November/December 2015 - (Page 12)
dynamic signage
A Day at the Airport
The best, the worst, and the missed opportunities of digital signage at a perfectstorm location. | by Beth Osborne
BIG PICTURE
November/December 2015
I
f America is a melting pot, then its airports are where
the simmer starts. Walk through any concourse and you'll
find a medley of travelers; a mixture of races, classes,
nationalities, genders, and ages. In other words, it's a
textbook environment to gauge the responses of a variety
of consumers. Because there's such a broad audience and a
naturally busy atmosphere, it's easy to see why digital signage
is so prominent. As travelers, we already arrive as consumers;
we've paid to be there. And even though there are plenty of
distractions, we're still basically a captive audience. The screens
may have our attention - at least initially - but can they keep it?
I'm a frequent airport visitor; a travel veteran who
typically takes 25 to 30 trips a year. Because of my experience, I'm quick to take mental notes on the signage I see. And
I've seen good, bad, and lost opportunities, especially at my
home airport, Charlotte Douglas (CLT), and, recently, at
Texas' Austin-Bergstrom (AUS).
Retailers and food service companies that manage
locations within airports were early adopters of digital signage
because non-traditional layouts keep space at a premium.
Plus, owners must add or change content regularly (more so
on menu boards, but also on informational signs). The
environment also lends itself to embracing technology
because the industry itself was born from and continues to
grow from innovation. It's kind of the perfect storm, and
maybe only one of a few areas where the three major types of
digital signage are displayed:
* In-store, meaning menu boards, P-O-P displays, or any
signage in the actual store promoting those products sold there;
* Informational, including wayfinding and internal
communications;
* And ad roll, representing advertising that is outside the
actual location or environment.
There is little consistency or uniformity in design or
hardware among these three types, typically because each is
owned and managed by a different company. Despite the
potential benefits of centralizing the signage - cost savings,
having a general theme on design, and using the same types
of screens - there are probably too many industry players
involved to streamline such a feat.
IN STORE
Unfortunately, I still see my fair share of static screens with
flashing JPEGs. It's 2015, and if this is what you're doing with
your brand, stop. Invest in software that allows for multiple
types of media to be played and that can be updated from
anywhere. There are many great products out there with a
range of functionality. Cost should also no longer be a barrier
to using good software, as many platforms are available that
can fit any budget. Do it right or just don't do it.
One regional quick-serve restaurant I noticed on a recent
trip, however, did have some good content. They used four
40-inch screens to display menu items and a few images. They
BETH OSBORNE is a consultant with many years' experience working with end users,
providers, and stakeholders in dynamic and large-format signage. She resides in
Charlotte, North Carolina. Contact her at bethfosborne@gmail.com.
12
Table of Contents for the Digital Edition of Big Picture - November/December 2015
Big Picture - November/December 2015
Contents
Insight
Wide Angle
Upfront
Dynamic Display
Ready to Ride
You Ask, We Answer
Wallcoverings’ Creative Awakening
R+D
Big Picture - November/December 2015
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