Recently we saw Abu Dhabi hosting their second Formula 1 Grand Prix, over the last year since their first race the use of dynamic advertising has increased both inside and outdoors.

There are numerous uses of digital signage used from within the adjoining hotels to the pit lanes, so let us look at them and see how dynamic marketing is being used.

Hotel - Digital Marketing.

In a hotel or resort, most of the dynamic marketing is installed indoors in the buildings, ranging from digital menu boards promoting what is on the menu at the restaurants to digital posters promoting what is available from the hotel shop or room service.

Digital posters are utilized to advertise the cocktails of the hour in the reception and bar areas to visitors and customers. They have a mix of information for their guests such as breakfast times and checkout times on much larger free standing digital poster, these have the matching ad player as the wall mounted units and also inform visitors when the coach leaves for the race tack, so no one misses the free bus to the track..

Grand Prix - Digital Signage.

Then when you get to the sports ground and enter the focal gates, you are met with large LCD monitors that are housed in protective LCD enclosures; these offer the defense from the high temperatures through a small air conditioning unit that is managed by the audio visual manager for the site. In the pit lanes small screens around 32 inch in size, these display all the positions of the drivers, so that at a glance the pit crew can see immediately who is coming in for a tire change or top up of fuel.

This is a standard example of both indoor and outdoor digital signage working together and the hardware used is comparatively simple to use even for new people in digital signage. Let us look at the hardware used.

Digital Poster and Digital Menu Board.

Both pieces of equipment consist of a LCD display that can be positioned in either landscape or portrait position, both units have a built in media player that work on a memory card and the size of campaigns are only dictated by how many you can get on an 8GB device.

Media formats supported are JPEG, MPEG1, MPEG2, AVI and MP3, giving the user maximum control over their promotional campaign.

The benefit is these units are cost effective and an easy move for anyone who has never used electronic signage before.

The free standing LCD poster uses the same devices as the digital poster, but is based into a floor standing steel unit.

Out-of-doors LCD enclosure.

These are made from steel and sealed to avoid water ingress, they save from harm the advertising hardware from the weather and potential vandal attacks, allowing integrators to use standard hardware designed for inside use, outdoors at a much more cost effective price. As the dedicated outdoor digital signage hardware is extremely costly.