businessinfomag.uk
magazine
26
Creative digital experiences
The sector that’s arguably making the most
of these developments is retail, where,
according to Sharp’s Parker, digital signage
is getting bigger, better and more creative.
He said: “Increasingly we’re seeing
retailers experimenting with smart digital
signage, installing Internet of Things-enabled
displays and displays with touch capabilities.
The focus is very much on displays that will
reach out to the shopper and enable the
shopper to reach back.”
In retail, digital signage can be used in
increasingly interesting ways to deliver
Digital Signage
...continued
An alternative solution to displays for digital
signage is the use of ultra-short throw (UST)
projectors that can be placed within inches
of a projection surface. These are cheaper
than displays for projecting large images and,
according to NEC product manager Thomas
Walter, are more flexible in positioning and
effects. He said: “The creative possibilities
open up experiential opportunities using
pixel mapping, edge blending, geometric
projection techniques and floor advertising.
With new light source technology, all the
pitfalls and costs associated with lamp
technology are gone, meaning all the
advantages and creative opportunities of
projection come back into play.”
He added: “The advent of laser projection
is bringing a change in the retail AV landscape,
offering wider scope to surprise and engage
with shoppers with tactical marketing.
Projection is more Point of Sale-friendly,
making an impact without taking up premium
retail space. UST projection is commonly used
in areas where the environmental brightness
conditions are fully controlled and are ideal for
mapping and holographic applications.”
Interactivity and connectivity
Vivitek has added to its family of interactive
ultra-short throw projectors with the
DH759USTi and D756USTi capable of
achieving a screen size of 100 inches at a
distance of just 44cm. The DH759USTi features
Full HD resolution, bright 3,500 ANSI lumens,
a 10,000:1 contrast ratio, a lamp-life of up to
7,000 hours and a host
of I/O connectivity
options
including
dual HDMI
inputs. The
D756USTi
has WXGA resolution, 3,300 ANSI lumens and a
10,000 hour lamp-life.
Ultra-wide,
ultra-short
Optoma
designed its
ZH300UW UST
projector for business,
education and specialist
AV applications. Featuring a solid-state laser-
phosphor light engine instead of a traditional
projector lamp, the ZH300UW has a brightness
of 3,000 lumens and has a lamp-life of up to
20,000 hours. Unusually, the projector’s native
resolution is 1920 x 720 pixels, with an ultra-
wide 16:6 aspect ratio that enables two 4:3
images to be shown side-by-side.
Wireless image sharing
NEC’s UM352Wi interactive UST projector
facilitates collaboration and group learning.
The 3,500 ANSI lumen projector includes
a built-in interactive pen receiver and two
interactive pens for white-boarding and
annotation. An integrated wireless capability
enables multiple devices to connect
simultaneously, while the embedded Miracast
receiver allows instant mirroring of content
from your device.
The flexible alternative:
ultra short throw projectors
For Samsung, the Internet of Things
is another key development. Phil Gaut,
commercial director Display at Samsung
UK,
said: “The big development in digital
signage at the moment surrounds
integration with the Internet of Things
(IoT), which is driving us closer to our
ultimate goal of creating seamlessly
connected venues. One that we’re
excited about is the pairing of digital
signage with an IPTV (Internet Protocol
Television) distributed system. This
combination lets customers distribute
different content to different areas of
the same venue. For example, within a
stadium, box holders and VIPs would
receive content different to that
broadcast elsewhere. It enables end users
to receive experiences that are more
personal and relevant to them.”
He added: “With systems like
IPTV distributed systems in place, it’s
becoming easier for venues to display
relevant, targeted content to their
customers. This content can take the
form of advertising, live displays of
sporting events and even up-to-date
special offers available at the venue. As
further developments in IoT technology
emerge, we will see a rise in venues
adopting connected signage and an
improvement in consumer engagement.”
memorable experiences for the customer.
For example, at ISE 2016 NEC was
exhibiting an interactive mirror screen that
combines the functionality of a digital
screen with a mirror, giving retailers more
opportunity to engage customers and
drive sales at the point of interest.
In another application, Panasonic is
supplying displays to Toyota dealerships
across Europe so that they can stream
marketing content and customise product
offerings with the customer’s choice of
colour, interior upholstery and accessories.
