Assembling the displays
In August, McPherson worked with Matrix Video Communications, a broadcast and audiovisual (AV) equipment provider serving Western Canada, to discuss the selection of LCDs that would fit the requirements of the project. It was important that the products could be shipped in a timely manner, assembled nearly seamlessly for a sleek esthetic and colour-calibrated to ensure uniformity of appearance across different screen configurations.
The east wall (left) features a 4 x 4-screen array in a landscape configuration, while the west wall (right) features both a 2 x 2-screen arrangement in portrait mode and a 3 x 3-screen array in landscape format.
Matrix and McPherson agreed to source 1.2-m (46-in.) ultra-thin-frame displays as used in other digital signage applications that had already proven effective.
Subsequently, Matrix installed three video walls along the elevated walkway, which joins the east and west buildings that comprise ECC. The east wall features a 4 x 4-screen array in a landscape configuration. The west wall features two arrays: a 2 x 2-screen arrangement in portrait mode and a 3 x 3-screen array in landscape format.
Other partners in the project included: Capital Networks, based in Markham, Ont., which provided digital signage software and media players; Hasbro Canada, which provided Trivial Pursuit content for the 3 x 3-screen video wall; and broadcaster CTV, which provided RSS feeds based on news stories.
“The video wall installation is a good addition to downtown Edmonton,” says Lloyd Lewis, vice-president (VP) and general manager of CTV Edmonton. “I support anything that helps this city be robust and I think this is a piece of that.”
Working with these partners, content would stream over a wireless connection from a central hub. Then, to track the content’s reach, WMC joined COMB as a member company.
“COMB’s measurement is a solid investment that enables us to offer OOH advertising to leading brand advertisers who demand accountable, audited metrics,” says McPherson.
Hasbro Canada is one of the partners in the project, providing Trivial Pursuit content for the 3 x 3-screen array.
Opening for business
Finally, in October, an official launch party for the video walls gave the local retailers their first opportunity to see their ads displayed on the screens. ECC and WMC relied on the initial revenue generated from such ads to cover the costs they had incurred implementing the video walls, then continued to add new advertisers to the rotation of content.
“The video walls are absolutely fantastic, lively and colourful,” said one of the attendees at the launch party. “They give you something to look at when you’re standing in line and they’re informative. I really believe this format’s going to attract good attention, because it’s way better than just pictures.”
Indeed, feedback from ECC visitors, retailers and the community proved very positive.
“Digital media is growing in popularity because it’s something that people are interested in looking at and not tuning out, like they would with static signage,” adds McPherson.
Interacting with the public
The video walls’ interactive capabilities were also soon showcased. Throughout November, for example, they were used to promote Movember, the international initiative dedicated to raising awareness of prostate cancer.
One of the walls displayed a 15-second clip that encouraged passersby to post their moustache photos on WMC’s Facebook page. Then, officials selected their favourite photos to appear larger-than-life on the video walls throughout the month.
This promotion vastly increased traffic to WMC’s Facebook page, as well as its dedicated website, generating outstanding results, along with many fun photos that gave shoppers and commuters the opportunity to see themselves on the ‘big screen.’
A co-promotion with Century Hospitality Group, which gave away tickets to a Prince concert, helped yield a 42 per cent increase in Facebook ‘Likes.’
“The reaction from locals has been phenomenal,” says McPherson, “while the retailers are impressed with the results they’re getting from their targeted marketing.”
“Our video walls can be used for absolutely anything,” says Kristina Botelho, ECC’s specialty leasing manager. “The only limitation is a content creator’s imagination.”
Later, WMC initiated a co-promotion with Century Hospitality Group to give away several floor-seat tickets to a major concert in Edmonton by pop musician Prince. This promotion helped yield a 42 per cent increase in Facebook ‘Likes.’
“WMC has proven this is what retailers and businesses want in the community,” says Donna Zazulak, president of Edmonton-based Zazulak Marketing & Communications.
“Many of our clients are looking to reach the downtown market, because it’s filled with young, urban and hip people,” says Greg Burns, ECC’s marketing director. “In an age of social media like Facebook and Twitter, this use of video walls falls right in line with that.”
Keith Yanke is NEC Display Solutions’ director of product marketing for large-screen displays and projectors. For more information, visit www.necdisplay.com.
