At last year’s World Out of Home Europe Forum in Milan, Christian Schmalzl, chief executive officer of Ströer Media, highlighted the important role of classic billboards in comparison to digital screens. Schmalzl observed that “most of the current momentum is digital” but pointed out the unique selling point of classic outof-home (OOH). This observation can be felt through the signage and display industries as certain markets pivot in some cases to pure digital solutions or others go for more printed graphics and displays. While the integration of digital screens and printed graphics can still take place in areas like exhibitions, public attractions, and certain parts of hospitality, the recent changes in print and digital technology mean that specialist companies are required for certain work more and more. As a wide-ranging and varied industry, signage can come in many forms, so it’s important that businesses that cater to graphic installs, refurbishments, branding projects, OOH advertising, and public events, are aware of the most up-to-date technology they and their suppliers can offer. Here, we take a look at what products and innovations are on the market, and as Schmalzl said at the World Out of Home Europe Forum, show how print and digital can work “hand in hand”. Professional Displays With events like CES 2025 and Integrated Systems Europe (ISE) taking place at the beginning of this year, many technology manufacturers have been out in force showcasing their new solutions. At ISE in Barcelona, Sony demonstrated its Deep Black Non-Glare lineup with its 98BZ53L and BZ40L series. The displays offer highly detailed picture quality, brightness, and contrast which can help to make products and advertisements truly pop. ARE DIGITAL SCREENS COMPETITION OR COMPLIMENTARY? As digital technology continues to evolve and become a big part of many public installations, David Osgar takes a look at the digital products and solutions currently on the market for sign-makers and AV specialists 59 Issue 257 - February / March 2025 email: editor@signlink.co.uk DIGITAL SCREENS AND SOFTWARE ► LG's giant Kinetic LED solution
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