If you ask any company what they want most, you might receive several different answers. But, no doubt, near the top of that list—for established and burgeoning companies alike—would be having one’s brand noticed. In today’s oversaturated world of marketing, video walls are able to cut through the endless clutter and build lasting consumer impressions like few other things can.
Think about it. It might be easy for a customer to blindly walk past one digital sign, but a huge wall of screens working in unison is a whole different story. Video walls that leverage unique, colorful and interesting content are eye-catching and nearly impossible for consumers to ignore. Using video walls to your brand’s advantage is a no-brainer.
How Video Walls Work
To understand how video walls work, you first need to understand what exactly a video wall is. To put it simply, a video wall is a set of multiple screens arranged together to create what appears to be a single large display. Although technically only needing two screens to be considered a video wall, they are often much larger and typically made up of LCD or LED displays.
So why choose a video wall over a single large display or projector? The answer is threefold.
First, video walls are inherently superior when it comes to visual performance. By using a tiled array of screens, a video wall can maintain a much higher resolution than a single screen display or projector—especially as the size of the display area increases. Second, unlike a large single screen display or projector, image and video processing for video walls is accomplished through an external device, which is much more powerful than the built-in processors in individual displays. And third, video walls are extremely flexible and versatile, from displaying virtually any content to nearly limitless display sizes and shapes.
The Benefits of Video Walls
In a world where there are more companies in any given industry than you can shake a stick at, brand recognition is a valuable commodity.
By implementing video walls in your business, you can reinforce your brand image and drive brand advocacy, effectively creating long-lasting-impressions. Messaging from your customer-facing video walls is a great way to promote your brand’s identity and values. On top of this, your brand can boost sales through product showcases and promotions displayed on your video walls. Your brand’s video wall messaging should also seek to differentiate your organization from the competition at every opportunity.
Creating a Successful Video Wall
If you look at the best video walls, you will see that they always adhere to the fundamentals of effective video wall implementation.
Just like in real estate, the first and by far most important aspect of a successful video wall is location, location, location. Consumer-facing video walls should always be placed in high traffic areas—no ifs, ands or buts.
After finding the perfect location that will undoubtedly attract many pairs of eyes, the next thing to consider is the placement and size of your display. For instance, don’t place a massive floor to ceiling video wall in a tiny meeting room or a 2-screen video wall in a huge open space. Let the available physical space be your guide to choosing an appropriate size. And don’t be afraid to ditch the simple rectangle video wall design for something bolder and more exotic.
The next extremely important consideration is content. After all, content is king in any medium. In general, your company should follow digital signage design best practices when creating video wall content. This means content should not be cluttered or too busy. Content shouldn’t use too many text blocks or screen movement. And content should rely on eye-grabbing, colorful visuals.
As for the length of the content, your placement should be a determining factor. For example, if your video wall is in a lobby with long waits, then a longer video or another type of content piece is suitable. In a place where people aren’t spending long amounts of time or are just passing by, then short, repeating content is necessary.
Video Walls Are More Accessible Than Before
While video walls used to be a limited market due to restrictive costs, nowadays, the technology is more accessible than ever. In the past, you would need to go to a professional sporting event or visit Times Square to see a video wall. But now, you are just as likely to see one in a small to medium-sized corporate office. What was once a niche market for only the biggest companies is expected to become an $18 billion market by 2020. It’s time to get on board.