Generally speaking, digital displays have followed a path similar to that of the internet, according to Krieger.
“In the beginning, the internet was pretty interesting and it was like the Wild West. Eventually, it got commercialized and advertising began to really take over,” he said.
The digital display industry initially fell into the same pattern of prioritizing the advertising disruption, however, Krieger feels that is changing rapidly.
“We once again have a moment to kind of think about how we treat the ‘built environment’ and how we activate these canvases in a way that’s in service of the people and the business,” he explained.
The recent unveiling of a massive lobby installation, titled “Unify”, reinforces Krieger’s feeling that the next evolution of display technology application will be markedly different that the current digital modality.
“With Unify, we’re not trying to communicate a message; we’re trying to create a feeling for a space,” said Krieger. “There are other ways to calculate value or return on investment from a media piece and it’s not always ‘how many impressions of your advertising message can you get across?’.”
Redefining the purpose of the display is a way of acknowledging the impact of the message displayed on it, as well, according to Krieger.
“What’s the value of how your employees feel in your building? How do you put a value on that,” he asked.
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