www.stadiaworld.com 15 In answer to the next question, as to how far the potential of digital signage has been exhausted in the areas of application referred to, the experts from the companies think there is still room for further exploitation. On a scale of 0 (nowhere near exhausted) to 5 (completely exhausted), none of the areas of application were given a value of 4 or higher. Experts see the large as yet unexploited potential as being in way finding systems (2.3), visitor information (2.3) and digital menu boards (2.7). On the other hand, the potential of digital signage in the area of game information (3), fan TV (3.3) and advertising/marketing (3.6) is considerably nearer being exhausted. MULTIMEDIALITY AND UP-TO-DATENESS The advantages of digital signage in communication are obvious. For one thing, text, images, sound and graphics can all be displayed. No other outdoor advertising medium has this multimediality, and it makes advertising campaigns possible that have a completely different style, and which really draw the attention of the viewers. This makes it possible to address target groups that are increasingly difficult to reach via the traditional forms of advertising such as TV or printed media. Digital signage can also increase customer satisfaction, in that providing information and attractive content enhances the customer experience, and waiting in the queue can be made to be more entertaining. Another advantage is that advertising messages can be updated quickly and easily, and with the help of real time monitoring they are always up to date. This means they can easily be adapted to time-dependent, location-specific and target group-aligned factors. For example, different age Picture: Tripleplay Services Ltd. DIGITAL SIGNAGE: INSTALLATIONS IN STADIUMS/ARENAS (SELECTION) Type Country City Venue Main tenant Number of screens Installation year Producer S BEL Gent Ghelamco Arena KAA Gent 180 2019 LG S BLR Minsk Dinamo Stadium Dinamo Minsk over 450 2019 Colosseo S ENG London Twickenham Stadium England national rugby union team 700 2015 Tripleplay S ENG London Tottenham Hotspur Stadium Tottenham Hotspur 1,800 2019 LG S ESP Madrid Wanda Metropolitano Atletico Madrid 900 2017 LG A FRA Paris AccorHotels Arena n.a. 417 2015 Colosseo A GER Berlin Mercedes-Benz Arena Eisbären Berlin, Alba Berlin 200 2015 Tripleplay S GER München Allianz Arena FC Bayern München 758 2015 Cisco S SVK Bratislava National Stadium ŠK Slovan Bratislava 400 2019 Colosseo BS USA Arlington Global Life Field Texas Rangers 1,400 2020 Daktronics S USA Atlanta Mercedes-Benz Stadium Atlanta Falcons 2,500 2017 Daktronics S USA Minneapolis U.S. Bank Stadium Minnesota Vikings 2,200 2016 Cisco A USA Philadelphia Wells Fargo Center Philadelphia Flyers, Philadelphia 76ers over 200 2017 ANC A USA Raleigh PNC Arena Carolina Hurricanes 160 2019 NCR A USA Washington D.C. Capital One Arena Washington Capitals, Washington Wizards over 400 2018 Colosseo Type of Sports Venue: S = stadium, SR = stadium with retractable roof, DS = baseball stadium, A = multifuntional arena Source: STADIAWORLD
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