Big Screen marketing

It’s a world where we are constantly seeking the next WOW. There is now a higher saturation of screens in the marketplace. The shopper is no longer wowed by the standard HD screen on the wall.

The industry is headed toward creating BIG participation screen marketing experiences using huge video walls and large screens with motion sensors, touch, gesture, virtual aisles and augmented reality to engage the consumer in experiences that get the shopper off their pocket screen.

Video walls have been around for a while, with expectations still growing. Consumers are intrigued by their size and presence however a few years ago those same consumers were mesmerized by them.

Today, video walls have to create experiences to draw people in. The “wow” factor is still a key objective for retailers, airports, stadiums, universities, restaurants and other venues. Experience will be paramount.

As the seams between large-screen displays shrink, the opportunity for further creativity grows, and it’s no longer just about disseminating information. People want impactful digital signage. Retailers want to redesign their store environments so they can set themselves apart from their competition and establish industry leadership.

Creative video walls immerse consumers into brands and into the stores themselves. Just about any industry or organisation trying to establish a brand impression is ripe for a video wall.

Walk into any major inner city building and you will see that corporate offices and their lobbies want to express creativity, display advanced technology and espouse leadership. A first handshake with a prospect or partner often happens in front of a video wall.

Grandeur is at stake here. So is brand-building. The retail environment is primed for the creation of an awe-inspiring video wall. Just look at the large video wall at AT&T’s flagship store Michigan Avenue Chicago, unique among telecom retailers featuring an 18-foot high interactive video wall that’s visible to passersby at street-level.

With a goal to humanise technology and the AT&T brand in a way that is fun, interactive, and approachable, the store’s more than 150 video monitors weave technology throughout the space to create a dynamic brand canvas. Video technology provides visual backdrops specific to each area of the store and each lifestyle presentation. An 18-foot high interactive video wall, located along the Michigan Avenue side of the store can be used for product presentations or two-player games, while video “blades” 12 feet tall subdivide and identify the store’s Experience Platform areas.

Employing the latest technology at point of sale is nothing new—but the trend has gone from merely ringing up sales via mobile devices to a deeply immersive in-store experience—fully digitised but crucially featuring that face-to-face element.

Smartphones, tablets, laptops and other “smart” communications devices are driving a truly interactive society. That interactivity involves one of the most fundamental of human senses, touch.

In the past, interaction was passive: Digital screens displayed content with a call to action. Buy this burger for $0.99, for example. But now the interaction is active and physical, between a consumer and their device.

Still, it’s more than just interacting with a device. Today the interaction could be using NFC (near-field communications), augmented reality or other technologies to connect one’s device to a large digital screen or video wall.

That’s where multi touch technologies come to the fore — giving the ability for several people to be interacting with the same large canvas concurrently. Laser, infrared, overlays and camera-based touch systems can facilitate that experiential opportunity.

Consumers want the WOW factor, they want to feel, touch and interact with brands. In the past, where brands would implement video walls to make a huge splash, they will now look at how they go beyond just the walls. They will touch-enable those video walls to connect with customers in immersive, experiential ways.