Why Integrators Should Choose Video Walls Over Digital Signage

Mike Kilian, director of business development for Mvix, explains why video wall solutions are a better choice than digital signage solutions for large venues.

FRAMINGHAM, Mass. – When it comes to selecting video display solutions, there are various products to choose from.

According to Mvix, a leading provider of cloud-based digital signage and video wall solutions that include an enterprise content management system with dozens of dynamic content apps and widgets, integrators should encourage organizations, especially those with large venues, to consider video walls over digital signage solutions to display video content.

Mike Kilian, director of business development for Mvix, spoke with SSI sister publication Commercial Integrator to illuminate why video walls are the better choice.

Why should integrators encourage organizations, particularly those with large venues, to consider a video wall over digital signage?
A video wall will really differentiate your signage. Video walls give large venues a more human face, creating a “live surface” to provide information and tell stories that evoke emotion/action.

Historically, the impact of video walls has been on the ‘wow’ factor. They are more prominent and eye-catching with superior picture performance that demands attention. This is especially important for large venues that have high amounts of traffic. Video walls breathe new life into such venues.

Simply put, video walls pack a visual punch and do more for the branding and content experience than a single large-format digital signage display would.

What can video walls offer that a simple display screen or projection system can’t?
Video walls provide more digital real estate and so have the ability to deliver more detailed content. Let’s take a convention center for example. To help guests plan for their trips, the center might want to display flight information: arrivals, departures, delays/cancellations, etc.
This information will look crowded on a single large-format display, forcing management to display select items only and eliminate others. With a video wall, however, a lot more content can be displayed. Management can even go as far as providing TSA screening information, gate info, baggage info, traffic to the airport, etc. 

Video walls also have more content flexibility which translates to creative content displays. Content can be scaled to full screen then switch to each display showing different content. Animations can jump from one display to the next.

In the event of an emergency, video walls can act as highly visual emergency messaging tools. Both CAP alerts and custom alerts can override content and provide guests with information about the emergency and instructions on what to do.

Video walls also offer a more immersive experience than a single extra-large-format display. We spend a lot of our time looking at small-screen devices so it’s rather thrilling to encounter a screen so large you feel like you’ve almost entered it.

The user experience for a video wall differs greatly from that of a single display – video walls invite you to play, an invite that’s rather difficult to deny.

They are also architecturally more creative than digital signage. A multitude of looks can be created with portrait or landscape displays, multi-level tiles, etc. Video walls can also be outfitted in spaces that a single display wouldn’t work.

For instance, a large venue might want to cover a curved wall or an area with tight corners. A single display, while cheaper to deploy, will not be feasible but a video wall can be easily configured to cover such a space.

What examples of content are more suited and optimized for a video wall in a large venue, and how can integrators help end users manage it?
By nature, video walls are more striking. They are dramatic and demand attention. So to keep the attention of targeted audiences, content needs to be engaging. And the most engaging content is “living” content.

Live content is a big video wall trend. A video wall with live content becomes a service provider, providing audiences with tailored content that adds value to their experience.

Examples include live flight information in a convention center, resort, or airport. This is information guests need in order to properly plan their trip. Displaying such detailed information on a video wall gives guests at-a-glance access and keeps their eyes locked on.

Event listings is another great example. Big churches, conference centers, entertainment venues, amusement parks, etc. typically have multiple events in any single day. Displaying these on a video wall allows management to provide a lot more detailed information about the different events. Such packed information within easy reach will increase participation in the events.

Social media is also great content for a video wall. Social feeds are a great way to create and maintain a high level of interest in events and brands. With a video wall, operators can display different feeds on different displays, show multiple feeds at the same time, or even highlight specific feeds by scaling them across the entire video wall.

In the event of an emergency, video walls can act as highly visual emergency messaging tools. Both CAP [common alerting protocol] alerts and custom alerts can override content and provide guests with information about the emergency and instructions on what to do.

Other examples of living content include live traffic, emergency consumption numbers on a corporate video wall, performance metrics for a manufacturing plant, and wayfinding among others. 

What are some of the considerations integrators should educate end users on as they are researching, purchasing, and installing a video wall for a large venue?
Integrators play an important role in video wall projects. Because they understand the technical requirements and have more experience than end-users, they have a responsibility to educate their clients.

Video wall content is one piece that integrators and end-users should thoroughly plan for. It’s important that the integrator and end user have a conversation about video wall content up front.

Clients need to understand how content comes into play, how it’s going to be used, who’s being targeted, the pixel count and aspect ratio, and how they go forward with having content created.

The screen itself is also an important consideration. Bezels especially determine how seamless the video wall looks. Thin bezel screens create a more fluid digital canvas and present unified content display. And it goes without saying that commercial-grade screens are preferable over consumer-grade.

Mounting options is also an important consideration. This is key since video walls tend to need more service than single large-format displays. Mounts determine the ease or difficulty of serviceability. Pull out mounts are ideal since they allow easy access to the back of the monitors for service.

What services, specific to large venues, can integrators offer end users to enhance video wall implementation and management?
The most common is installation. Integrators are typically certified in various technologies and understand best practices for proper installation. End users may not be well versed in the right mounting techniques that make maintenance easy.

They may not be very savvy in proper calibration of screens. It’s up to the integrator to meticulously plan the deployment of the video wall and integrate it to blend into the space in a creative manner.

Integration is also important. A video wall may need to be integrated with different content sources or designed to fit into an existing network. Often for large venues, the video wall is part of a multi-channel network of different visual communication tools.

Just like with installation, integrators are also typically certified in and updated on various integration techniques and understand best pract
ices for proper installation. This makes them uniquely positioned to provide this service to large venues.

Integrators can also, and should, provide preventative maintenance. This will help to ensure the video wall work, reduce chances of failure, and help catch and resolve performance issues before they impact viewership.

If you enjoyed this article and want to receive more valuable industry content like this, click here to sign up for our FREE digital newsletters!

Tagged with: Business Detection News

Security Is Our Business, Too

For professionals who recommend, buy and install all types of electronic security equipment, a free subscription to Security Sales & Integration is like having a consultant on call. You’ll find an ideal balance of technology and business coverage, with installation tips and techniques for products and updates on how to add sales to your bottom line.

A free subscription to the #1 resource for the residential and commercial security industry will prove to be invaluable. Subscribe today!

Subscribe Today!

Get Our Newsletters