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Jae Choi

dynamic digital ooh technology

Digital OOH Market and Strategy

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dynamic digital ooh technologyDigital Out of Home (DOOH) advertising media technologies are rapidly replacing traditional Static Out of Home advertising platforms (Think billboards, bus stop signs, signs in elevators and buildings).  With such dynamic Digital OOH technologies available, advertisers & marketers now have the opportunity to take advantage of dynamically changing ads that can target potential customers wherever they are and whenever it’s appropriate.   Now putting up a new content is as simple as an insertion order on a keyboard, simply sending new content files to the signage.

Digital Out of Home (DOOH) market is one of the fastest growing markets today, valued to reach near USD 40bn by 2027 at the growth rate of CAGR of 11.02% from 2020 to 2027 (https://www.verifiedmarketresearch.com/product/global-digital-out-of-home-market/).  

When developing a strategy for implementing a Digital OOH technology, it’s important to find a partner with the right background and expertise including in-depth knowledgebase of Digital OOH displays as well as market-requirement specs. 

DOOH market consists of the following key 4 solutions: Displays (Platforms), CMS (Content Management Systems), Contents (Creation and Development), and Connectivity (Delivery).  All solutions are essentially and equally important for successful DOOH operations, whether indoor or outdoor.

GLAAM’s core technologies represent truly state-of-the-art and unique platform solutions with its proprietary LED-Embedded Glasses (“G-Glass”), which, as fully integrated construction-grade glasses, are completely compliant to all US regulatory guidelines and certifications related to construction material/class, safety, power management, etc. 

G-Glasses are a perfect solution, replacing or retrofitting building glasses, for Media Façade purposes: Digital Art, Digital Advertising, and Public Messages of Smart-City ecosystem infrastructure.  A TRUE DIGITAL TRANSFORMATION of conventional buildings into a Digital Media Façade.  

Protected by its 24 global patents, GLAMM’s technologies are mature, validated, and proven in dozens of countries over the past decade with its 250+ installations worldwide.  And its global operations headquartered in multiple countries are hard at work in order to positively contribute to the Digital Transformation movement of the Global DOOH market.

Transparent LED Digital Signage Displays

TRANSPARENT LED DIGITAL SIGNAGE DISPLAYS: THE FUTURE OF MEDIA FAÇADE TECHNOLOGY

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New digital signage displays also known as a transparent media façade are making their way into the media architecture world. Transparent LED digital signage is changing the face of signs in America by bringing transparent media façade - Transparent LED Digital Signage Displaysthem to life with color, motion and a whole new transparent dimension! Digital Signage Displays Using Transparent LED (or TLD) have been around for about 10 years, but it’s only recently that they’ve become more mainstream because this system of digital signage is being used in all types of businesses from hospitals to retail stores.  Even more amazing, these new transparent LED digital signage displays are now used to change the exterior of buildings and convert the building facades into visually stunning branding experiences.

Transparent LED digital signage has been around for over 10 years now and has seen increased usage due to its ability to be installed virtually anywhere. With these advancements in technology, we can expect transparent LED digital displays to become even more popular than they already are.

Investment in Digital Signage Experience

Companies have begun to explore these new displays as a great investment in creating an engaging customer experience.  When transparent LED digital signage first began use in public spaces it was seen as an anomaly.  With the advent of digital billboards, the public began to take notice and accept large scale led display signage as normal.

Increase in Prevalence of Digital Billboards

The number of digital billboards in the U.S. had risen from 6,400 in 2016 to more than 10,000 in 2020.  The expectation is that this number is going to continue to increase dramatically over time.  Advertisers in the U.S., who spent more than $3.5 billion on digital OOH (digital out of home) advertising in 2019 are expected to spend approximately $5.2 billion by 2023.

Promising markets emerge for LED signage

The U.S. is expected to see an additional increase in demand for this type of technology due to the rise in outdoor advertising spending forecasted by Statista. In China meanwhile, digital signs are a part and parcel of everyday life such that it would not be unusual however to find them on buses or even inside subway stations where they can provide both commercial as well as public service announcements simultaneously with little interruption from other ads that might otherwise obscure visibility.

Reasons For Transparent Media Façade Popularity

When a person sees a transparent LED glass display they cannot help but stop and look.  Often, they stop and stare.  These displays are impressive and attention getting to be sure.  Here are some other reasons why these displays are so popular:

  • See-Through – Transparency allows media walls to become multi-dimensional by adding unique value. Not only can you display endless media and interactive experiences but now you also have unobstructed views in and out of your building.
  • Energy efficient – LED’s use less energy than other digital signs. Also, our LED glass can be specified to meet energy performance requirements for your building. Transparency is also key in saving energy costs by allowing natural sunlight into buildings. Transparent LED has a much longer lifetime than traditional LED and saves energy by not being powered on 24/7. When our LED glass is turned off, it is fully transparent architectural glass.
  • Flexibility – Transparent glass led displays can be fully customized just like standard architectural glass to meet your building design requirements.
  • Cost Effective – Installing our LED glass saves time and money on constructing media facades since one single installation of glass doubles as your media wall and building material. Our LED’s are also fully sealed and protected in between construction-grade glass, maximizing the lifetime expectancy of our LED’s (>100,000 hours) and minimizing maintenance and repair.

To date there have been significant advancements made to this technology that allow these screens to be installed virtually anywhere which is why we will continue seeing increased usage with these types of digital displays going forward.

PRESS RELEASE: GLAAM & ANC FORM STRATEGIC PARTNERSHIP

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NEW YORK / LOS ANGELES – Enabling endless creative and commercial possibilities, building owners, developers and architects can now turn their glass buildings into magical, interactive video canvases.

GLAAM Media Glass is the world’s first and only ICT LED glass building material and is now available to U.S. clients for design, integration and operation through a new partnership with leading experience design and execution company ANC. The fully transparent, LED embedded, construction-grade material, created with 24 global patents, revolutionizes the media architecture market.

Imagine using your smart phone to control an interactive art piece on the façade of a New York high rise,  or stepping outside your LA office after a day’s work to watch Game 7 of the NBA Finals with the whole building turned into the screen. With the new GLAAM Media Glass, produced by GLAAM America and integrated by ANC, clear glass facades can be transformed into a wonderland of opportunity.

“GLAAM Media Glass infuses a limitless digital world into the transparent skin of architecture,” said Casey Chang, GLAAM America CEO. “Through our partnership with ANC, we now offer a turnkey supply, integration and control solution for U.S. clients looking to be the forefront of media façade technology.”

GLAAM America manufactures the innovative architectural element based on each individual project’s needs and ANC will design, distribute, integrate and provide ongoing operation and service of the product for U.S.-based installations of projects like retail developments, sports venues, transportation and directional signage. Based on ANC’s portfolio of unique digital deployments such as Wells Fargo Center, Pier 17 at Seaport District NYC and the Power Portal at Rocket Mortgage FieldHouse, the partnership is a natural and complementary union.

Proving the magical possibilities, the product has been installed in more than 250 buildings throughout Asia. Via the GLAAM-ANC partnership, U.S. developers, architects, and owners can now also design and create wondrous, new possibilities with experiential facades and buildings.  

“As a creator of iconic and beautiful digital media installations, we are thrilled to be GLAAM’s U.S. partner to help bring this first-of-its-kind product to our market,” said George Linardos, ANC CEO. “For our clients looking to transform their buildings and spaces into landmarks with inspiring visuals and interactive content, this new offering can help turn a standard façade into an infinite digital story.”

GLAAM Media Glass is unique in that it eliminates the compromise of design and building value from obstructed views and blocked natural light from LED screens, bars, mesh and attachments. The embedded micro-LED technology, weatherproofed and protected from the elements, creates a seamless connection between the physical and digital experience. It requires far less maintenance and repair than previous LED offerings, is priced at a similar capital investment and is estimated to provide 100,000 hours of full brightness over its lifetime, thus creating a total lower cost of ownership.

The new product is 100 percent design-built and specified to meet rigid glass performance, durability, energy and aesthetic design requirements. It can be retrofitted to the interior or exterior of an existing façade, or as the primary façade material itself, integrating with market-leading curtain wall systems.

Whereas conventional LED displays create dark spaces behind them, GLAAM Media Glass allows building owners to utilize an entire floor area in the building by creating habitable interior space all the way to the façade. And because it serves as regular glass during the day and a dazzling display at night, GLAAM Media Glass also consumes less power than standard LED displays.

“Our product creates unprecedented value by giving fully transparent architectural glass, LED video display and interactive capabilities” said Chang. “Now it is possible for large or small scale architectural glass applications to create new revenue streams, transform into digital public art, broadcast real time events, interact with motion or sound, and even connect to smart phones and tablets for experiential activities. Our innovation is opening up new and exciting ways for buildings to increase their value and connect with communities in a way never before possible.”

“ANC and GLAAM’s partnership defines innovation and expertise in manufacturing, design, integration and ongoing operations,” said Linardos. “Every building can now be a living, breathing canvas in memorable, artistic, and enthralling ways that drive revenue, communicate and create a sense of community. We look forward to ushering in the future of media architecture with our clients and our new partners at GLAAM.”

ANC & GLAAM PROJECT PAGE

ABOUT GLAAM AMERICA

GLAAM America is the inventor of G-Glass, the world’s first and only ICT glass building material. Our 99.7% transparent, LED embedded, architectural glass makes it possible for buildings to become a digital media and interactive LED display without having to compromise real estate value. With over 250+ installations worldwide and 24 global patents, our innovation is at the forefront of the media architecture revolution, transforming buildings into media devices.

To learn more about GLAAM America, visit: www.glaamamerica.com

ABOUT ANC

ANC crafts custom multimedia environments to deliver unforgettable experiences. We transform commercial spaces such as sports arenas, transit hubs, entertainment venues and retail locations through immersive design, execution and service operations. Having more than 20 years of expertise, partners include Westfield World Trade Center, Wells Fargo Center, Lollapalooza, Rocket Mortgage Field House, and colleges and universities across the United States.

To learn more about ANC, visit: www.anc.com

ANC is part of Learfield IMG College.

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CASE STUDY: HISTORICAL LANDMARK RENOVATION

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A Perfect Solution for A Historical Landmark Renovation

G-Glass enables the next property revolution by allowing buildings to turn into huge media devices without having to sacrifice transparency. While some benefits of transparency are obvious, like enabling natural sunlight and unobstructed views, there are some benefits of transparency that can go unnoticed. Take the first ever architectural installation in America, at Boston Emerson Colonial Theater, for example.

The building owners wanted to install LED digital signage onto the exterior façade of their building. They ran into problems when the Landmarks Commission of Boston would not allow them to install any LED display products that disrupt the historical aesthetic of the building. The owners explored many LED options from opaque LED screens, to LED bars, and LED mesh, but none of the options were approved, due to the aesthetic disruption that the hardware of these LED display products would cause.

G-Glass was the ONLY solution the Landmark Commission approved due to the full transparency of G-Glass not disrupting the historical aesthetic of the building. About 150 square feet of our P40 product (40 mm pixel pitch) was installed in front of existing windows on the exterior façade, still allowing the existing windows to maintain their transparency and real estate value.

During the day, when G-Glass is turned off, the beautiful, historical exterior façade is still fully preserved. At night, when G-Glass is turned on, the theater is able to display a full range of multimedia video and graphics. It’s important to note that for exterior installations of G-Glass, LED media display is not recommended for daytime visibility, although there are some conditions that would allow for daytime media visibility like cloudy, overcast weather, or shaded conditions.

There are many benefits to transparency and LED media display for building owners. G-Glass is the only solution that can give you FULL transparency AND limitless media and interactive display capabilities.