is key. Acton says: “The key to success is to test and learn. From QR codes, interactive screens, and AR, there are a lot of new ways audiences can interact with screens and we’re seeing more brands taking advantage of these capabilities. “A recent campaign from Philips used bespoke AR filters to show commuters what they looked like with various facial hair styles. Experiment and see what works for your brand/company, there are great opportunities to deepen brand engagement with audiences.” When it comes to seeing new and exciting technology, social media can at first glance, be a great way to experience new and effective projects. Technology that incorporates 3D imagery has been used effectively throughout the UK to bring locations to life with creative videos. However, Acton warns users to not believe everything they see, commenting: “As anyone who works in the digital signage space will know, LinkedIn is flooded with ‘3D’ content. There’s a lot of noise in this space, but it’s not tech, it’s clever content and I feel the industry needs to be more real in recognising this. “There have been instances of companies retweeting fake 3D mock-ups as the latest in 3D screen tech so it’s important to make that distinction and perhaps see more education in this area.” Gray agrees that research is essential, whether it be for interactive technology or digital screens in general. Signbox has utilised CMS’ in order to offer businesses more flexibility and support with digital screen management, eliminating some of the problems users may have without research or effective management. Gray says: “There is a striking difference between professionally designed digital advertising screens and standard domestic screens, so when selecting a suitable screen for your application, it’s really important to consider this. “In terms of interactivity, all of our digital touch screens are brilliant for a multitude of applications whether it’s finding your way through a busy airport or browsing a range of products in-store. The ten-point PCAP touch offers excellent usability allowing a variety of gestures to be used including image manipulation and zooming in and out, much like a standard smart phone.” It’s undeniable the world of digital displays is a vast one, especially when used alongside physical/printed media. Exhibitions and live events are not only testament to the type of media used and available, but also the various sectors display and signage can delve into. From AR, VR, and LED screens, to lights and touchscreen technology, digital signage continues to evolve and become more interactive. Brands and sign-makers now find themselves in the unique position to choose what materials and technology to adopt, along with the exciting prospect of how to best to use both physical and digital solutions. Van der Woude also emphasises the importance of managing a display, citing it as a crucial component in the success of a display. “Monitoring, managing, and ultimately, maintaining displays, be that one or two displays in a single location, or large fleets situated all around the world, will also play a vital role in the long-term health and usability of each display and maximising return on investment.” The monitoring or use of a content management system (CMS) is an important piece of research, the same as the research and understanding needed for new AR and VR technology. Many brands or companies may not understand the complexity or effective ways in which to pull off successful digital solutions, so understanding the technology TASTE FOR SUCCESS / DIGITAL AND INTERACTIVE SIGNAGE 62 www.signlink.co.uk Issue 245 - April / May 2023 There is a striking difference between professionally designed digital advertising screens and standard domestic screens, so when selecting a suitable screen for your application, it’s really important to consider this ▲ A recent campaign from Philips on Clear Channel screens used bespoke AR filters to show commuters what they looked like with various facial hair styles
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