Video walls are like the person who walks into a party and draws all the eyes—the proverbial Jay Gatsby if you will. They’re flashy, cool, current and most importantly, impossible to ignore. Needless to say, they are the ultimate statement maker.
But don’t get the wrong impression. Video walls aren’t just some shallow attention-grabber. On the contrary, when they’re properly installed and feature-rich content, they’re great for building deep and lasting impressions, which in turn will no doubt boost your brand awareness, drive sales, entertain consumers and provide vital information in one of the most efficient ways possible.
And what’s best, you no longer need to be a Fortune 500 company to invest in one. Nowadays, it’s not unusual to see small and medium-sized businesses with eye-catching video wall displays as the cost of the technology has exponentially decreased in the past decade.
If you’re ready to jump on board and reap the numerous benefits of a video wall, here are a few tips:
Establish Goals and Objectives
Once you’ve decided to install a video wall—before doing anything else—you must, must, must hammer out precisely what it is you want it to achieve for your business. Knowing this is absolutely essential and will help guide every subsequent decision you make, from the type of content to the location and choice of technology. Treat it as your roadmap, and it will lead you to create the best digital display for your company’s needs.
But to know your goals, you first need to know your audience down to a T. Who are they? What are their expectations? And what are their needs and motivations? Once you can answer these questions accurately, you can start identifying how your video wall can be utilized to solve problems and meet consumer demands. For instance, do you want to make lobby wait times more bearable by entertaining guests? Or maybe you want to use it to push your company’s values or highlight promotional content? The uses are many and the choice is yours. And what’s more, video walls can be used for different purposes throughout the day, with content customized and scheduled for different times and audiences.
Consider the Location
If there was ever an absolute rule in digital signage, it’s that you should always place your screens in high traffic areas because let’s be honest, what’s the point of installing it if people aren’t seeing it? This means placing it in lobbies, waiting rooms, meeting areas and other places where people routinely pass by or visit. The best video walls give consumers relevant information when and where they need it.
After you’ve located a suitable spot with heavy foot traffic, you’ll want to get down to the nitty-gritty. How big or small should the screen be as to not look out of place? What is the optimal viewing distance? And how long on average will customers frequent the area before moving on? Timing, content length, spacing and size should all be heavily considered during this step.
Develop a Content Strategy
You should brainstorm and come up with a solid content plan before spending any money because, at the end of the day, your wall display will only go as far as your content takes it. And, like we mentioned above, the content you push should be wholly determined by your audience, goals and objectives.
Some content choices you will need to make are interactive vs. static as well as the type of fonts, graphics, images, videos, and audio you will use. Make it stand out by using colorful, rich and dynamic visuals. But don’t make the all-too-common mistake of getting carried away. Too many text blocks, images, movement and other clutter is a sure-fire way of turning viewers off.
Choose Between LED or LCD
LED vs. LCD video wall? It’s a longstanding debate and a very tough question to answer. Both have a host of advantages and disadvantages compared to the other, but both are definitely serviceable, whichever way you look at it.
LED video walls have rapidly increased in popularity in recent years as the cost of the technology has declined. In general, they have better visuals and don’t have the tiny bezels between the connecting screens like LCD versions suffer from. On the other hand, LCD video walls are typically more affordable and easier to install. Ultimately, though, the decision comes down to your preferences, needs, content and budget.
Installation and Upkeep
Unless you are already very familiar with digital signage, installing and maintaining a video wall can be a complex and demanding task. Things like mounting, calibration, alignment and testing can be extremely challenging for a novice. For this reason, it is highly advised that you consult a professional. Not only can they set it up safely, they can also offer you knowledge and insight on how to utilize the technology to get the best results possible.
If you take one thing away from this, it’s that installing a video wall is a big process with many moving parts. Those who rush to install will have problems while those who get their ducks in a row will get a leg up on the competition.