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25 - 27 February 2020 // Nuremberg, Germany

Conferences and supporting programme

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Session 10: E-Signage Displays

Digital Out Of Home – Behind the scenes of digitalization Vortragssprache Englisch

Digital Out Of Home - Behind the scenes of digitalization With start of progressive digitalization the way of how we use out of home advertising media has changed. Traditional media like billboards, city light posters or advertising columns obtain an update with modern digital displays to achieve a new level of communication. Besides of classic high frequency locations like train stations or airports, new marketing fields such as trade, cinemas, cafes and restaurants come to the fore. The variety of products ranges from small LCD displays in department stores to large-size LED videoboards that cover full building facades. To choose the adequate display for the right location many key facts play a role. Viewing distance and the type of installation site has a high influence on the right choice as well as whether an outdoor or indoor use is preferred. Ready for use display solutions are rare, so that own developments and customizations are normal cases to guarantee a high level of quality. This is not just limited on the hardware, also a complex software system of content management, playout and remote monitoring ensures a stable operation. Content is a significant factor for accepting new media. A mix of editorial content such as news, local weather or event calendar combined with attractive advertising creates a positive public acceptance. Digital advertising media can also push the idea of Smart City by merging the display with innovative technologies like environment sensors, Wi-Fi hotspots and solar panels. In addition, DOOH is used to transport public safety information in case of an emergency. A public video network consisting of thousands of DOOH displays paired with individualized and fully integrated end-to-end solutions mark a step into the future of digitalization.

--- Date: 28.02.2019 Time: 13:55 - 14:15 Location: Conference Counter NCC Ost



Michael Schmid

Ströer SE


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