To put it simply, there is no understating the impact that digital signage has had, not just on the sign industry but also on the wider world. What would Piccadilly Circus be like without its now-iconic digital billboards? Would Times Square in New York still be a mustvisit landmark if it was not covered with digital screens? And how many of us would miss our flights if we were to lose digital displays in airports? Such is the flexibility and reach of digital signage, it can be used for all sorts of applications. The pages of SignLink, both in the printed magazine and online, are packed full of examples of digital screens being used in many innovative ways to spread information to consumers and raise awareness of products or services. Here, we pick out some of the more stand-out examples that have caught our eye in recent weeks and months, celebrating the work not only of the brands behind these campaigns, but also the technology from the leading providers and digital signage specialists in the industry. A Headline Act One of the leading names in this sector is Ocean Outdoor, with a large network of digital sites across the UK. In mid2023, Ocean Outdoor further extended its offering with the launch of Headliner, a cinematic out-of-home package giving agencies and advertisers the opportunity to deliver long-form creative on digital-outof-home (DOOH). Headliner accommodates 30-second domination spots across 14 largeformat landscape screens in ten cities, simultaneously served on the hour every hour. According to Ocean Outdoor, this delivers close to 11 million impacts in key city centre, retail, and roadside locations over a week. As an added bonus, brands opting into the package can make use of Ocean’s 3D DeepScreen Alive interactive technology and experiential activations for audiences. Going into further detail on Headliner, Ocean Outdoor says the package was developed in line with independent neuroscience-based studies, which demonstrate the priming power of large-format premium DOOH on static outof-home and other media. This research found full-motion DOOH is 2.5 times more impactful than static out-of-home (OOH) sites, as well as that full-motion DOOH primes campaigns to perform better when they are seen and that DOOH primes and optimises a brand’s social media strategy. LET’S GET DIGITAL From small-scale interactive signage to gigantic billboards towering over passers-by, we take a look at digital signage campaigns and pay tribute to some of the more innovative work in this sector DIGITAL AND INTERACTIVE SIGNAGE 53 Issue 251 - February / March 2024 email: news@signlink.co.uk ▲ According to Ocean Outdoor, full-motion DOOH primes campaigns to perform better when they are seen
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