SignLink - February / March 2024 - Issue 251

These advances in smart technology also mean that we are able to use the information it captures to help us improve future planning across a wide range of services Belvita’s ‘Give A Smile’ campaign with Clear Channel generated more than 10,000 smiles across two weeks 10,000 future planning across a wide range of services, including data which can inform our future active travel plans and should we need it the capability to use the screens with essential messaging.” Phil Drye, chief commercial development officer at JCDecaux UK, adds: “We are proud to have enjoyed a 30-year partnership with the City of Manchester and are delighted to be working with Manchester City Council to deliver these technological innovations all funded by advertising, truly showcasing the power of the public screen. “This exciting, long-term partnership has enabled us to play our part in Connect the Masses Nodding towards a third name in the market, JCDecaux UK also runs a wideranging network of DOOH sites. Like Ocean Outdoor and Clear Channel, there are plenty of examples to refer to, but one that showcased the power and innovation of digital signage was a campaign that it ran in partnership with Manchester City Council. The project focused on free Wi-Fi connectivity in the city, with consumers able to make use of 22 locations across Manchester. These were placed on JCDecaux UK’s existing network of Community Information Panels (CIP digital screens). CIPs were marked with a Wi-Fi symbol, with users simply selecting Manchester City Council Wi-Fi network on their personal devices and following prompts to connect. The CIP screens also carried a launch campaign to promote the free Wi-Fi service available to the public. However, the innovation did not stop there. Motion sensors on the CIPs measured footfall and the direction of travel to determine audience levels and trends based on time of day, week, and month, with data helping to inform the City Council on proposed pedestrianisation projects across the city centre. In addition, as part of an ongoing partnership with Greater Manchester Police, the CIPs were equipped to provide public service and critical incident messages across the city centre network. “By bringing this digital connectivity to the city, everyone will have access to free Wi-Fi in the city centre which fits with our ambitions on digital inclusivity to ensure that no-one is left behind,” councillor Tracey Rawlins says. “These advances in smart technology also mean that we are able to use the information it captures to help us improve 56 www.signlink.co.uk Issue 251 - February / March 2024 DIGITAL AND INTERACTIVE SIGNAGE helping Manchester meet its Smart City and Sustainability goals, with innovation and technology supporting the city’s ambitions to increase digital inclusion and connectivity.” Don’t Fear the Sphere A round-up of innovation and developments within DOOH would not be complete without mention of the ‘Sphere’, a new digital installation that opened in Las Vegas, Nevada in the US last year. The structure is technically a venue for sports and events, with U2 currently playing a series of shows, but the exterior of the Sphere is just as impressive as the inside, given its incredible digital capabilities. The Sphere is covered in 54,000sq m of LEDs, making it the largest LED wall in the world. A host of brands have already taken advantage of what is a huge marketing opportunity in one of the most exciting cities in the world. The structure also opened just in time for the first edition of the Las Vegas Formula 1 Grand Prix, with a series of innovative campaigns taking place over the race weekend. Given some of the projects featured here, it is fair to say that the message from the digital signage sector is that there is plenty more to come. As brands continue to push developers, we are likely to see even more innovation from what is already an advanced market. ▲ JCDecaux UK altered digital signs in Manchester to feature free Wi-Fi stations and motion sensors ▼ The Sphere in Las Vegas opened in September 2023

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