Big Picture - March 2016 - (Page 16)
Viva Las Digital
How the signage capital of the world can help you with even the smallest digital
screens. | by Beth Osborne
f there is an epicenter for digital signage, it's Las Vegas.
Walking down the Strip is an experience for the senses,
with some of the largest, most intense signage in the
world. It's a city that never sleeps, and will try most
anything to keep visitors engaged and spending money.
Las Vegas broke records for tourism in 2015, and I happily
did my part, visiting twice, once for work and once for fun. To
say Vegas is in vogue with digital signage is an understatement - this city sets trends and is an ideal atmosphere to
experiment, observe, and share. Can digital signage ideas
from Viva Las Vegas translate to a more mundane environment? The quick answer is yes. Let's look at three ways Vegas
is doing digital and how they can influence your next project.
DIGITAL SIGNAGE AS ART?
Content on a screen doesn't have to be promotional or even
informational. (Not a statement that most digital signage
marketers would make, but true nonetheless.) Digital signage
is typically all about P-O-P, call to action (CTA), and focused
product promotion. But what about digital signage as art? An
artistic approach to digital signage can work in many ways -
as a distraction, as a background, or even as a focal piece.
One of the best applications I observed in Vegas was at
The Cosmopolitan. Known for its sleek, modern design, the
luxury resort's digital signage didn't disappoint. Stretching
throughout the casino, the elevators, and everywhere in
between, its intriguing feature was the use of screens attached
in the landscape position to lit columns at the registration
area. My favorite video was a snow scene complete with
animated skiers, ice skaters, fishermen, and polar bears,
changing every few minutes. For my December visit, this
seasonal display was perfect. The quality and detail of the
design was very well done, yet these screens promoted
absolutely nothing. Not even logos or pushes to "try this" or
"go there." It was simply an animated piece of art which
provided its viewers a moment of Zen.
So, why is this application so smart? Think about the
context of the registration area. Guests are just arriving from
the airport. They've been on a flight for hours. They're tired.
They just want to get to their rooms. There's a sense of
urgency. However, there may also be a line (there was when I
arrived). Guests have already exercised a tremendous amount
of energy to get to this place, only to be waiting once again.
Why not give them a better experience as they wind down
from their trip? Give them a moment of peace with a fun, colorful video. It can immediately change someone's mindset and
mood so that when the front desk staff proposes an upgrade,
the answer may be "yes." As an added bonus, those in line are
so preoccupied with the video that they barely notice the wait
- and therefore perceive their wait time to be less.
The experience at The Cosmopolitan is completely
applicable to most areas with high wait times. But it's about
more than the time - it's also the viewer's frame of mind.
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 email@example.com.
Table of Contents for the Digital Edition of Big Picture - March 2016
Big Picture - March 2016
The Power and the Glory
Big Picture - March 2016