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Success with Dynamic Signage

(April 2013) posted on Mon Mar 25, 2013

Opportunities await those willing to commit.

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By Mike Antoniak

Going forward, he’s confident this ability to combine all options, and adapt, can give providers of large format a viable presence in digital signage. “As people who work with visual displays we know what looks good,” he sums up. “When you present ideas to clients that demonstrate you offer a library of solutions that look good together, it can only help all parts of your business.”

Avoiding ‘hang and bang’ solutions
When Dan Bright launched Art Digital Technologies ( 20 years ago, he could not have foreseen that meeting the graphics needs of a demanding clientele would also entail becoming an electronic digital signage specialist.

“We’ve always specialized in creating custom store environments and events for retailers in New York City and marketing companies around the world,” Bright explains.

Print was and remains a critical component of that service mix. But with increasing frequency, he reports, he finds that his shop’s large-format graphics are destined for installations with dynamic signage.

Bright was one of the city’s early advocates of the new technology after another venture alerted him to its potential as a marketing tool.

“About 12 years ago, I started a company doing custom residential installations of electronics for smart homes and home theaters,” he recalls. “Then, nine years ago, the light bulb clicked: I saw how the screens we were installing in homes could be used at retail as a new form of signage.”

It was a new concept, even for New York. “My biggest fear when we first got into it was that we were going to make this wave, then others would ride it,” he recalls.”

And, indeed, competition has increased as costs have come down, making electronic digital signage almost commonplace in Manhattan. “It’s become a must-have element in retail. Every store seems to have some type of digital signage,” he observes.

But what’s lacking, he says, is creative implementation. Bright laments the amount of what he describes as “hang-and-bang” systems that fail to take advantage of the technology.

“Our niche is providing our clients with much more,” he says. “Cracking the code with clients means you have to paint the vision for them, and show them the realm of possibilities with digital signage.”