Analysing large-format digital signage

Guaranteed to have an impact on passers-by in almost any location, Rob Fletcher takes a look large-format digital signage campaigns and explore how brands are using this medium to connect with consumers.

The bright lights of digital signage and screens are a sure-fire way of catching the attention of passers-by in all environments, be it on the high street, inside shopping centres or while out and about on the roads.

Advancements with the technology in this area means brands and marketers can push the boundaries even further in terms of the size of their displays. Giant screens now stand tall and tower over consumers at key contact points, allowing brands to get their messages out to more people.

Here, we look at some of the latest, large-scale campaigns and analyse their impact…

Caption: The Sphere officially opened in September 2023.

Viva Las Vegas

If there is one large-scale digital signage location that captured attention in 2023 it is the Sphere, a new, spherical installation in Las Vegas, Nevada in the US that opened in September.

Measuring 580,000 square foot and featuring a fully programmable LED exterior the Sphere is the largest LED screen on Earth. The structure consists of approximately 1.2 million LED pucks, spaced eight inches apart. Each puck contains 48 individual LED diodes, with each diode capable of displaying 256 million different colours.

Brands of all kinds have been utilising the Sphere by displaying the products, solutions and messages on the LED screens that cover the exterior of the structure. The Sphere can be seen from the sky when arriving in Las Vegas via plane, while it is also visible from many of the famous landmarks in Sin City – making it a tourist attraction in itself for the more than 40 million people that visit the city each year.

David Hopkinson, president and chief operating officer of MSG Sports, which oversees global marketing and brand partnerships across Sphere Entertainment and the MSG family of companies, said the Sphere offers “unparalleled” exposure to brands of all kinds.

“Sphere’s Exosphere is a 360-degree canvas for brand storytelling that will be seen around the world, offering our partners an unparalleled opportunity to become part of the greatest show on Earth,” Hopkinson said. “There’s nothing comparable to the impact from displaying innovative brand and immersive content on the world’s largest video screen.

“The extraordinary experiences we can create are only limited by imagination, and we're thrilled to finally share with the world the spectacular potential of the Exosphere.”

If the exterior of the Sphere was not impressive enough itself, there is plenty more to see on the inside, with the interior being used as a venue to host concerts and events. The stand-out name to have graced the stage inside the Sphere is legendary Irish rock band U2, which has a residency until March 2024.

Caption: JCDecaux partnered with Tiffany on this innovative display installed at Dubai Airport.

Surrounded by signage

Continuing with this line of innovative thinking, JCDecaux has taken a similar approach with some of its recent digital signage jobs including those in the larger-format segment. One of the projects that stands out in particular is a collaboration with iconic jewellery brand Tiffany & Co at Dubai Airport.

For this project, JCDecaux installed a giant screen inside the airport to capture the attention of visitors as they arrived for their flight. While large-format screens are nothing new for JCDecaux, given its wide-ranging offering in this sector, this one caught the eye due to the way it was installed.

Rather than a simple screen being installed on a flat surface, the screen wrapped from the wall of the airport and onto the ceiling, creating something of an all-round experience for those passing underneath it. The 90-degree angle created more space for Tiffany to showcase its brand and products, helping to maximise impact on consumers.

JCDecaux used a similar method when working with beer brand Budweiser on a project on the Shanghai Metro system. Here, digital screens were wrapped around large pillars across the Metro, capturing the attention of busy commuters who otherwise may not have noticed installations such as traditional, smaller-format screens or even printed posted and billboards.

Caption: Ocean Outdoor’s DeepScreen 3D technology is allowing brands to make an ever bigger impact with digital-based advertising.

Capital gains in London

A look at large-format digital screens would not be complete without paying homage to one of the most famous locations for advertising in the world: Piccadilly Lights at Piccadilly Circus in London. The site has been home to large-scale advertising for many years, though in recent times the location has been taken over by huge digital screens that offer all sorts of opportunities to brands.

An excellent example of what the future may hold for the iconic site is a recent collaboration between Coach, its global ambassador Lil Nas X and Ocean Outdoor. This project made use of Ocean Outdoor’s clever DeepScreen 3D technology, which allows brands to create a 3D effect for those passing by.

Here, the display was made to look as if Lil Nas X was moving towards people and coming out of the screen. While this might sound a little scary at first, the fact is that will ensure those below will take notice of the display and capture the effect on their phones to share with friends, family or on social media later on – thus extending the reach of the message to those not even at the location.

In reality, there any many more examples of large-format screens and their success in helping brands connect with consumers. What is perhaps most exciting here is how the technology continues to evolve, offering marketers even greater opportunities the capture the attention of people in the modern, fast-paced world.

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