16 www.stadiaworld.com groups are present in shopping centres at different times of the day, for whom the content on the displays can be precisely adapted – a feature that can be valuable for multi-function arenas whose clientele varies on a daily basis. The network installations are most commonly used in department stores, shopping centres, convenience stores and supermarkets. In Western Europe this segment accounted for a third of the market in 2016. In the transport sector, or more specifically public transport, signage at airports, railway stations and bus stops comprised the second most common installations, with 26%. One example of this is the large screens which supply the waiting passengers with information and entertainment. Event locations, which also include sports facilities, comprised just 15% of the digital signage sector. Even though this figure has risen over the past 1 or 2 years, we are still a long way from blanket coverage – and this is despite the huge potential. Because it is precisely here where a large number of differing groups of people come together, whose needs have to be addressed individually, in order to achieve the best advertising effect. Bayer 04 Leverkusen were the first German Bundesliga football team to opt for the use of digital signage in their stadium. As part of the stadium’s modernisation programme, 250 additional televisions and monitors were installed. The existing 100 TV devices were integrated into the system. The various multimedia content is transmitted via IP and can be controlled individually. While general advertising content can be displayed around the upper rear perimeter of the stands, at the same time content that has been specially customised to suit the spectators can be shown in the VIP zone.Along with information on the game in progress, results, greeting and advertising messages from the sponsors and from Bayer 04 stadium TV are also displayed here. On occasions other than match days, the screens can be used for greeting messages or for seminars and congresses, for example. The advantages of digital solutions were also recognised early on at the Berlin Olympic Stadium. Using 215 plasma and TV screens, various media such as videos, graphics, scrolling text and websites are displayed. Set top boxes serve as interface between the network-based IPTV and the digital display system, and supply the screens with audio and video signals. Addressing different parts of the stadium individually is also possible here. Because the whole solution functions via IP, only a minimum of system cable routing is necessary. The server and display system can also easily be expanded using modular construction. 0 1 2 3 4 5 Routing Visitor information F&B Catering Game information Fan-TV/Entertainment Advertising/Marketing 3,6 3,3 3 2,7 2,3 2,3 3,6 3,3 3 2,7 2,3 2,3 DIGITAL SIGNAGE IN STADIUMS AND ARENAS: TO WHICH EXTENT IS THE POTENTIAL EXHAUSTED? 1) 0: not yet exhausted/ 5: fully exhausted 1) according to suppliers Source: STADIAWORLD survey 2019 0 1 2 3 4 5 Routing Game information Visitor information F&B Catering Fan-TV/Entertainment Advertising/Marketing 4,75 4,5 4,25 3,7 3,9 3,5 DIGITAL SIGNAGE IN STADIUMS AND ARENAS: WHAT IS THE POTENTIAL? 1) 0: no potential / 5: very large potential 1) according to suppliers Source: STADIAWORLD survey 2019 DIGITAL DISPLAYS
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