DES'14: Caverin debate on the future of digital advertising that seeks large-format media and interactive dynamic content

In the day that Caverin organized the past 12 November in Madrid, in the second edition of the Digital Experience Show, AV sector experts shared with attendees their experiences and latest market trends. Large format screens, where 4K resolution begins to prevail, and dynamic content, that seek to reach the audience through interaction are the main premises.

The world of advertising is changing. It has gone from traditional to digital signage and, now, The trend is towards dynamic environments where users are invited to interact. At the event held by Caverin Solutions the past day 12 November, Digital Experience Show 2014, Experts from AOpen, Creston, Intel, Kramer, Lg, Scala, the Rocky Russian and Caverin herself announced the latest developments in the audiovisual market, as well as the trends that are marking its evolution.

The intervention of Caverin was in charge of Juan Lorenzo Herranz, product manager LED Display, who highlighted the potential of the outdoor visualization business, where Spain shows an important role "since it is the third country in investment and proof of this are the urban and interurban circuits made in Madrid and Barcelona".

On the outskirts of Madrid, large format screens have been installed with DIP solutions from among others. 10 and 16 Mm, while in the area of Callao has opted for SMD equipment between 8 and 10 Mm. All of them offer a brightness between 8.000 and 12.000 Nits. "The goal is that when the sun gives them they can continue to see any type of content.. Ultimately, what is sought is to enhance the brand image with interactive products, And the bet is the dynamic outdoor screen".

Lorenzo Herranz stressed the importance of customers and manufacturers going in the same line, Offering what the market demands: The dynamic display.

The future of the Led Display "tends towards large format solutions where weight is taken into account. They are being designed with carbon fiber, 5 mm pixel to pixel. And with a life of 100.000 hours”.

Betting is also being made “by the curtains of Led Display of 16 Mm, Lightening weight and installation cost. This is what we wanted to do to make the coating of the Real Madrid stadium", Herranz said.

As far as the indoor market is concerned, The trend also aims to lower the Pixel Pich. Sub-millimeter solutions are expected to be available next year.

The importance of size

For Borja Janariz, by LG, When talking about visualization solutions, size is a key factor. "The things you don't see, do not understand each other, are impossible to perform. In LG what we know how to do well is the part of the panel, But we have a comprehensive and complete offer. Our goal is that the channel has the closest possible solutions. Our sales are made through channel and this is where we have to grow".

While LG bets on the large format for its display solutions, Intel is working to make its products smaller and smaller "with forward-looking technologies.", explained David Colomo, Company Business Director.

In his speech, he highlighted how technology is heading towards the connected world. With regard to the digital signage market, The company segments its products according to the objective to which it applies.

"At the point of sale we bring the product and the experience closer, focusing on vertical markets such as retail, Banking, health, transport, Entertainment or outdoor. At the waiting point we offer solutions that allow you to create a friendly user experience so that it is as friendly as possible. And at the point of transit we show how you can give a corporate or product message to someone who is going to pass in front of the screen for no more than three minutes.".

In the segment of the media player its offer is divided into three categories: basic, with limited interactivity and content; middle, with high energy efficiency; high, With extreme interactivity and designed for wall displays and videowall. "We offer security on the screen by encrypting the contents and we promote remote management by hardware".

4K signal distribution

4K is already a reality. There are many devices that play in this resolution, But one of the challenges posed by this new format is in the distribution of signals and distance.. In 1080p a distance of 12 metre, but in 4K nine meters is already a risk. To solve this problem, matrixes or extenders are needed to take the signal to its destination..

Creston is working to solve these distance problems, "as well as those that are presented at the time of installation. We are able to secure with our cable up to 70 meters and next year we will reach one hundred. In addition, We offer a certification program so that one hundred percent of the facilities are operational, testing 4K sources and monitors", explains Miguel Ángel Martín, of Creston.

This company focuses its commitment on DigitalMedia TM, A complete distribution system for digital and analogue signals, which is compatible with all systems. "We have been since the 2009 developing this technology and today we have 100.000 installations carried out and 2 million HDMI ports sold. This year we have updated the matrices, although we still use the same chest, the input and output cards have been optimized to adapt them to 4K. From now on all our new products related to the signal environment will be 4K".

Content Management

For Jorge Mira, by Scala, In digital signage it is essential to create an ecosystem of content "that are alive and promote the consumption of the product that is advertised". To bring this dynamism, Scala offers a mediated solution development environment based on its Content Manager tool, A manager that facilitates the distribution of content in digital signage networks.

"We complement the rest of the solutions where there is a vacuum. The second leg of our offer is based on uniqueness, in your own auditing tool that allows you to create, in real time, Graphs and data, and link content with other solutions, with other data".

In this exhibition of news and trends, Francisco Rodríguez also participated, from the creative agency El Ruso de Rocky, who stressed that the contents “They had to show emotions, Reaching the heart”, And to achieve this impact "it is very important to play with the mystery, with messages that inspire them, that allow them to dream. In addition, They have to show closeness, Empathy and commitment. Another important aspect with which digital signage can reach the audience is through sensuality, to interact through the senses".

Latest news
Kramer and AOpen attended the event with their latest news that they presented to all those attending the event.

The first came with his Via College solution, What, as already advanced Digital AV Magazine, It is a wireless presentation and collaboration system that allows you to connect, Collaborate and engage from different devices. For its part, AOpen has expanded its line of media players for digital signage with the model 4K Digital Engine DE7200.

Other articles on AOpen, Caverin Solutions, Creston, Intel, Kramer, Kramer Electronics, Lg, LG Spain, Scala