10 innovative technologies which unleash the full potential of LED screens

2015-07-16

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Increasingly, marketing agencies are combining new technologies with LED screens to create unique and eye-catching campaigns. Here are 10 examples of how the advertising message can be maximized by the creative use of these unique combinations.

Facial Analysis

Targeted marketing can be delivered by combining digital facial analysis technology with an LED screen. The facial analysis can estimate the gender, age, expression, gaze and various movements, which means adverts relevant to that type of person are displayed on the screen. Audiences can receive more personalised, relevant content that helps to create greater impact.

Radio-frequency identification (RFID)

RFID is the wireless use of radio frequency electromagnetic fields to transfer data. It can automatically identify and track tiny chips inserted into objects carried by the audience. A project in London, featuring chips embedded in leaflets, has produced a remarkably attention-grabbing campaign.

Programmed Sensor

Programmed sensor technology detects changes in the environment around the sensor and delivers a corresponding electrical or optical signal. With many different types of sensor available - such as those that detect temperature, pressure, humidity, distance or mass - combining this with LED screens can deliver interactive, entertaining experiences for the audience.

WiFi Sponsorship

Big screens can be equipped with a WiFi hotspot, providing free WiFi to passers-by, accessed by registering with the advertiser’s website. This allows the advertiser to gather customer data and the audience gets free WiFi.

Social Media Feeds

The ubiquity of social media means that it is a very effective channel for building interactive campaigns. Big screens can provide social media feeds and allow customers from anywhere in the world to have live conversations about a product or a brand. As recurring themes emerge in those conversations, they can appear in the advertiser’s ‘trend cloud’ as hashtags, feeding back valuable customer opinion, making the audience feel part of the campaign and giving the advertiser the opportunity to provide curated shopping lists to users.

Live Video Streaming

Live video streaming enables real time marketing, raising consumer awareness by the coverage of events to a much wider audience. When these normally take place ‘behind closed doors’, like fashion shows or product launches, the screen audience is made to feel like they are part of something exclusive. Thanks to the content on the big screen, a unique connection is created where viewers feel closer to the brand through being involved in the event.

Geolocation

Geolocation identifies the location of an object or person, usually via a mobile phone or internet-connected device. It delivers a cross-platform experience, with smartphone users who are within a certain radius of the screen (and who have opted in to third party communications) being alerted by SMS text message and delivered content that is complementary to the campaign on the screen.

Audio

Unlike vision, sound is a truly 360º experience and can be used to attract viewers, even when they have passed the screen or it is behind them. If the audio is unusual, familiar or iconic - such as a famous song or soundtrack - it can be highly effective at attracting attention from anyone within earshot. It can also be used in combination with other technologies, such as facial analysis or geolocation, to help attract and hold the attention of passers by.

Live Data feeds

Using live data means that screens can use regularly updated information - such as transport information, weather data or the latest news headlines - to attract the interest of viewers which can be complemented by advertising material. More subtly, it can also be used to choose the content that a screen displays, for example delivering the most suitable image of an advertising campaign if the weather forecast is for rain, sun, etc.

Scoreboard

LED video screens have revolutionised sports scoreboards because, unlike dedicated sports scoreboards, they can show any content, fixed or moving. For example, during play they can display the score with some peripheral advertising, but during breaks they can display full screen advertising content, replay key or contentious moments from the match and other complimentary content. This content can also be fed to screens outside sports grounds, keeping the public informed of latest scores and matters of interest. They also allow the creation of ‘fan zones’, where supporters who cannot get to the event itself can gather, watch the event live and enjoy the atmosphere of being with fellow supporters.

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OIC 500sqm LED Screen shows on Moscow International Automobile Salon

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2015-07-16