Bluewater abre una nueva era en publicidad digital con un videowall de 165″ controlado por Datapath x4

Lograr nuevos niveles de promoción ha sido el objetivo del centro comercial Bluewater, el cuarto más grande de Reino Unido, con la instalación de un videowall de 165 pulgadas formado con nueve pantallas de NEC Display controladas por tres sistemas DataPath x4.

Los centros comerciales están en constante evolución y diversificación para atraer a nuevos visitantes, mejorar la experiencia de compra y potenciar las ventas. With these premises, las agencias de medios publicitarios están adoptando innovadoras fórmulas para lograrlo, as the mall location represents the last opportunity for an advertiser to reach consumers before they walk through the door of a store.

In a limited space, Bluewater Shopping Center, located in Kent and the fourth largest in the United Kingdom, has trusted the custom solution designed by VisionPoint to create an interactive video wall 165 inches as a large showcase, made up of nine screens NEC Display Solutions, controlled by three units DataPath x4.

In the Bluewater shopping center are located 330 stores, distributed in 154.000 square meters of commercial space, who visit 27 million people each year and in which they work 7.000 further.

With these figures and the objective of achieving new levels of promotion of its businesses and customer participation, Its owners have relied on outdoor digital technology with the installation of a large video wall, as an interactive showcase, Composed of nine large format and high definition screens, whose content is controlled by three x4 DataPath multi-display systems.

Technology with impact

DooH media agency Poole Limited Space has developed a new advertising format for Bluewater, which is based on a game called Innovation and which produces a greater impact and participation in visitors, replacing the advertising system based on projection technology with a video screen that the shopping center had until now.

For this project, Poole has relied on the services of its partner VisionPoint Technologies (VPN), which offers turnkey audiovisual solutions and recommended the installation of nine narrow bezel panels of 55 inches from NEC Display Solutions, specifically the X551UN model, in combination with three DataPath x4 multi-display controllers.

As Alan Hopkins explains, VPT manager, “the project of creating a 165” video wall was extremely difficult in a narrow and confined space. However, By using a custom platform we ensured that the entire structure could move on wheels and be placed directly against a special glass installed in the window.. Datapath x4 allowed us to align the pixels of the screens despite the unevenness of the ground”.

Ultra HD (4K)

DataPath's new multi-display processors allowed VisionPoint to align the content of a multimedia message crisply and clearly across all displays in HD resolution., Although this NEC Display system has been designed with future standards in mind and supports Ultra HD (4K ), which also use.

As Bruce Warmer explains, de VisionPoint, “There are two main advantages that DataPath x4 has offered us in this project: the ability to deliver 4K content across the entire screen, and the potential for pixel alignment on each screen to correct minor imperfections”.

Another advantage pointed out by this person in charge is the Dual DVI input capacity., with output for four screens, Datapath x4 compared to other controllers that have a standard single link. Besides, Output resolution and frame rate need not be related to input resolution, since the system can improve it and convert each area of ​​the screen image independently.

This transparent interactive screen acts as a “smart digital window or showcase”, point out from VisionPoint, since the actual product is installed to the left of the main screen, where potential consumers can see the real product , right in the vicinity of the point of sale in the shopping center.

For example, one of the first brands to trust in the advantages of this screen has been Citizen, with a custom design of a new watch in which buyers were offered the possibility of winning the product by interacting with the screen. Potential customers can also use their smartphones to respond to the content on the screen and win promotions.

In addition to an impact design and cinema-quality images, VisionPoint has integrated immersive surround sound into the screen, Zone sound and backlit to capture buyers' attention from all angles.

The display captures buyers' imagination from all angles to deliver stunning displaying opportunities . Interactive capabilities even give shoppers the opportunity to use their smartphones and respond to content.