that, if they don’t keep up, they risk losing the loyalty of their customers. But alongside this danger, there is equally a great opportunity to be had here. Brands that separate themselves from the pack and invest in improving their store experiences will gain a clear competitive advantage by future-proofing their brand.” Nikki Blissett, head of marketing at Xibo, adds: “Digital signage is set to play a pivotal role in the retail consumer experience. As retail environments are evolving, digital signage provides consumers with dynamic, personalised content that will not only create a more engaging and immersive experience but has the ability to align the in-store experience with online channels and campaigns.” An example of the integration of the ease of online shopping and the physical benefits of in-person shopping can be found in the use of interactive kiosks and drive thru menus. Last year LG Electronics highlighted and introduced a range of technologies to be used in indoor and outdoor spaces, all with the aim of creating more dynamic and engaging experiences for users and passers-by. One such technology is its AntiDiscoloration technology for outdoor digital signage which is verified by standards and testing organisation, UL Solutions. The technology has been developed to prevent ‘screen-yellowing’, a common issue for outdoor digital signage products which are exposed to large amounts of sunlight. LG says it is the first company to achieve UL verification for its display antidiscoloration characteristic technology for digital signage. For this LG developed a comprehensive testing methodology and defect-evaluation criteria after which UL Solutions independently assessed the product to the criteria in support of LG’s marketing claim. Before this there were no internationally recognised standards or testing methods for measuring a screen’s resistance to screen-yellowing. “Our UL Verification of products with Anti-Discoloration technology actively reinforces the performance and quality of our digital signage products,” says Paik Ki-mun, senior vice president and head of the Information Display business unit of LG Business Solutions. Over the past year LG has continued to release new updates to its technology to keep pushing for more impressive visuals. Kinetic LED signage is one technology the company has showcased at numerous events in order to demonstrate the storytelling potential of 3D digital displays. LG Kinetic LED has been used for artistic exhibits in public spaces as well as in museums, hotel lobbies, and galleries. 240 LED modules display animated patterns that appear to emerge from the screen thanks to 240 engine motors which move delicately back and forth up to 300mm to help visuals come to life. In order to produce its impressive 61 Issue 257 - February / March 2025 email: editor@signlink.co.uk visuals, LG offers a team of professional designers to provide tailored designs and media art that is individually mapped to kinetic movement that can be produced by a dedicated content production team. While LG Kinetic LED is a very bespoke and specific type of installation, it’s an example of the big installations that are being implemented at big venues and locations around the world which can be complimented with additional signs and graphics. Measuring Success When it comes to large advertising, especially in the world of OOH, digital screens play a big role as they are able to display programmatic advertisements which are tailored to specific areas and populations. To circle back to Schmalzl’s comments mentioned at the start of this feature, digitalisation is driving the growth of OOH advertising. According to Statista, DOOH represented 63% of outdoor advertising spends in 2022, up from 32% seven years prior. The research has also been highlighted by programmatic buying platform, Displayce, which operates in global locations like London, Bordeaux, Dubai, Milan, and Berlin. Speaking about the company, Gordon Bonifacio, head of sales for the UK at Displayce, says: “We are a specialist demand-side platform (DSP) that allows media agencies and brands to access a vast inventory of 1.2 million digital screens from over 500 media owners in 80 countries. “Our proprietary technology is powered by artificial intelligence and enables automated panel-by-panel buying in real time with granular and cookie-free targeting ▲ Digital screens have become a staple for many shop kiosks and drive thru menus In a recent retail survey by Sony, 66% of respondents didn’t think high street stores have the necessary technology to achieve a great customer journey 66% DIGITAL SCREENS AND SOFTWARE ▼ Gordon Bonifacio, head of sales for the UK at Displayce
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