Change and Motion

One of the great advantages of Digital Signage is that you have the ability to change message.  This does wonders for the sheer volume of messaging afforded to the messager; but it is not by any means the only advantage.

Research has shown that while ongoing motion in images and messaging does not necessarily add to attraction, the onset of motion definitely increases attraction in viewers.

So a big part of the power of Digital Signage is the ability to attract attention by using motion onset, or by the motion inherent in the changing of the message from one message (or screen) to the next.

This, in itself, is a quantum leap for advertisers, display, and other visual communicators.

As this video of the Digital Mannequin illustrates, when that "live" model is up front, doing her thing, the rest of the window display tends to fall out of your view.  That is an example of how overwhelmingly powerful a little change and motion can be in retail and commercial messaging environments.

The projected digital signage systems we use, Window Video Systems (WVS,) allow full motion video, static type messages, limited motion graphics or any combination of all three.

With WVS, change and motion in your messages virtually GUARANTEES eyeballs!  At that point, the only thing limiting your success in selling is whether you can put a selling proposition up there that people are interested in!

Don't worry if you don't have a graphics department.  We provide digital content production and messaging, as do many others.  What matters is putting change and motion to work for you to sell more.

A Bright Idea - Light diffusion

A very common problem with digital signage window displays is reflectivity of the window glass, particularly in outdoor environments with direct sunlight.

The issue is twofold:  First, your signage is not, and will never be, brighter than the sun.  Second, the surface of the window is reflective, picking up every primary, as well as secondary (or reflective) light source which ultimately wreaks havoc with your window display.

One possible solution is installing anti-reflective film on the exterior surface of the window.  Light diffusive film can be an ally in making your display pop better to passing viewers.

Another solution is LED signage, which is very effective (at distance) but with pixels more obvious at close up range.

We are interested in your thoughts on solutions for the ongoing battle with the sun.  What have your results been?

Projecting the Future

Projected Digital Signage has been around now for sometime, and companies throughout the world are taking advantage of night time hours to continue to promote their businesses and and message in provocative and effective ways.

Projected Digital Signage uses projection to transform window space into a digital screen for advertising and display purposes.  People are only just starting to scratch the surface of this powerful, flexible, and affordable signage option.

In the past, there were technical issues making such displays less effective, but today most of those issues have been or are being addressed with better performing screens, projectors and management systems.

The real issues now are more mundane and practical in nature:  who the heck is going to integrate all this stuff and manage the content?  Who is going to strategize?  Do we have to hire someone to run this?  Do we have to train someone to be able to use this?

At this point in time, these issues are not fully answered, except through companies that are integrators with more marketing expertise and familiarity with the medium.  (Looknglas Window Video Systems would be an example.)  But we're getting closer.  And the power to leverage images to move products and people, to connect, to integrate brick and mortar retail sales with online sales and marketing, is rapidly coming to fruition via DOOH, and in this case, projected digital signage.

Written on the Glass

How awesome is it to be able to get the glass working and talking for you?  You gotta watch this video.

Images on the glass are just captivating, there is no two ways about it.  Samsung has created an incredible interactive computer window that will someday, no doubt, be a part of the more high-tech home and businesses.

Today, however, you can't afford it.  Window Video Systems create a very similar effect in terms of messaging.  Everything doesn't have to be touch-screen to be effective.  In fact, when all you need is to get a message across, window video systems are incredibly affordable and effective.  Touch screen capability can be layered in, but honestly, isn't there a huge amount of messaging that should be done in a very straightforward (simple) way without having to go there?

Visual merchandising is largely just that:  Visual.  No sound, no touch.  Those are not really necessary when all you are trying to do is get people's attention so you can message to them.  You would definitely be smart to move towards engaging via driving traffic to Social Media with an on-the-glass message from the real (not virtual) world.  There are so many ways to leverage your window space, and the simple affordable window video system by Looknglas.  Nice job, Samsung.  We applaud you.

In the meantime, get your windows workin'.  The Window of Opportunity is here.

Retail Marketing After Dark

There's nothing better than a business marketing tool that works for you, even when you're not around. When the retail store closes, there is still traffic passing by that can and should be marketed to.

After hours, or night time, is prime time for using your storefront for marketing. Using a Window Video System (WVS) by Looknglas to animate and bring your storefront windows to life works BEST after dark. Better contrast, no competing with the internal store displays, reaching target audience even when the store is closed can make a huge difference. How about advertising tomorrow's sale? How about promoting your website or Social Media marketing site? How about inviting them to use their phone to download your mobile coupon? There are so many ways to use WVS after dark to continue to market and literally SELL your products.

What did Clapton say? "After midnight, we're gonna let it all hang out!" You've got the brick and mortar location and that window space---use it to make money!

Image + Effect = Winning Message

The hardware is the easy part of Digital Signage, even when it comes to Projected Digital Signage by Looknglas.

The really important part is what you do with that cool hardware. With commercial Advertising or Point of Purchase (POP) messaging, it is so important to use that Digital screen, whether LCD or Digital Window, to the maximum effect. That means large size, but also, changing messages, looks, and especially, effects.

Effects are what you do with the graphic to make it interesting: Color, size, font, background, still images or motion video, movement, fading in or out, or any visual change or metamorphosis of the afore mentioned elements.

No one pays much attention to static signs; you perceive them in a moment and quickly discard them before even consciously taking note, in most cases. Using visual effects properly will not only give you attraction, but also "sticking". That is, retention, repeat viewing, or best of all, response to a good selling proposition.

Using effects properly also means not overdoing it. Constantly trying to out-entertain your competitors is a losing proposition. The presentation that gets them to look, consider, and respond is the most effective. Be careful not to get carried away with effects, but rather use them to mix up the look, as well as creating intrigue. The bottom line is to sell the viewer on whatever your proposition is. Don't go overboard with the creativity or the hunt for interactivity. Use effects to make a powerful selling proposition to your target, and they will notice and respond.

iPhone, iPod, and the Window Video System Display

Shortly after I launched into projected Digital Signage, or Window Video Systems (WVS), I realized I needed to create a demonstration method for WVS that was portable and fast to set up. So I created this product which is now a kit that we sell for showing a Video Demonstration using rear projection.

I didn't realize I was creating a product at the time, but since then, it dawned on me how superior a larger screen for showing video or still graphics is, to say, showing your client or prospect your graphic on a computer screen. Many images just scream out for size, and the computer screen often just doesn't do justice. So the next best thing might be to run the image to a TV, or use the large conference room projector, but that is often such a hassle.

Well now, you can leverage your iPhone (that ultimate business tool) or iPod, or now, your Android phone to do Video presentations. Here is the marketing video we put together for the 2-foot Video Display screen for the iPhone.



Intrigue and Attraction are 2 of the most powerful elements of any presentation or display. This video illustrates how even in a presentation-style display, the intrigue of rear-projected images take your images from commonplace to "WOW". And it runs on an iPhone or iPod??? That's nuts! But it's really fun and potentially very powerful for more effectively conveying a sales message, or any other type of video or still graphic presentation.

This is just a small demonstrator version of the larger window video systems we are pioneering, some of which you've seen on our website or Youtube. Interested to know your thoughts.

How Much Does It Cost?

"How much does it cost?"

Well, it is a necessary question, but out of order. The real question is, "what will this do for me?"
Or how about, "How will this make/save me money?"
Or about 100 other more pertinent, important questions.

Digital Windows or Window Video Systems (WVS) by Looknglas are definitely affordable, but the price depends on the size and placement of the viewing area.

Viewing are size means more window treatment or rear projection screen. Placement or location determines the projector

specs and type of rear projection screen used. Are you after a holographic effect? Maximum contrast? Maximum brightness?

How will the screen be used? Pictures? Type (Messages)? Video? All the above?

Will you want to use or create your own content, or do you need us to produce content for you? Do you have a specific plan for how much and how often you will use the system, how many hours and what hours per day? Do you want to be able to load your own content manually, or do you want us to manage the system for your remotely?

Do you want to turn it on and off, or do you want it programmed?

There are a lot of considerations. This is not a one-size-fits-all proposition.

The answer to the cost question is either "too much for you", or "incredibly cheap." It really depends of whether you have the vision to maximize this incredibly powerful new medium.

For any retailer that knows how to market effectively at the Point Of Purchase, the Looknglas system will be a watershed investment, arguably the best investment in your store that you have made in years. When used properly, WVS by Looknglas will transform your retail business and increase profits significantly.

Going Large

One of the greatest advantages of projected digital signage like Looknglas' Window Video Systems (WVS) is the ability to message directly onto a window in large size.

The competition, (LCDs and LEDs) are less exciting, and in large size, more expensive and more cumbersome. WVS provides large size, an exciting presentation (converting storefront windows into Digital motion billboards) lower power consumption and lower cost.

Talking with my friend Tom Gullo, of TJG Signs, he mentioned a new player device from Corn Digital that allows splitting and synchronizing of digital images on a delivery medium.

For projection, this means that an even larger, brighter image is possible, by duplicating lower cost projectors to gain more lumens, or by splitting the screen image between two smaller screens (left and right) where half the image goes on one screen via the left projector and half goes on the right via the second (right) projector. The synchronized split image means a much larger total screen size for a cost.

Wow! A screen size exceeding any LCD screen with high resolution, low size/weight characteristics, low power consumption and low cost. Most important, a beautiful screen. This is just another reason why WVS projected digital signage is so superior and so exciting.

Going Green

"Green"!

It's a critical watchword for many corporations these days. The drive towards eco-conscious business practices and investment in green technologies, and practices, such as recycling and replacement of equipment in favor of more environmentally friendly systems is more intense than ever.

Most signage today is still in the form of replace-able hard copy. That is, posters and banners made of either paper or vinyl (petroleum based products) and designed to be discarded and replaced. That's a lot of oil for the vinyl, and that's a lot of trees for the paper.

Window Video Systems are Green Signage. WVS is the ultimate "replace-able" or re-usable signage. In fact, you don't replace anything except a lightbulb on an infrequent basis. The rest of the system does away with posters and banners as it puts signage images directly onto windows and glass panes. Once installed, the system need never be replaced, allowing constant new messages without any need for banners or posters or waste.

LCD screens are not particularly green, except that they are recyclable. But they require a good deal of energy to produce, and especially, to recycle. Hopefully they are not merely thrown out. But if they are discarded, LCDs in the landfill are not a good thing for the environment.

So in Signage and Display, let's go green. Let's eliminate as much paper and vinyl (petroleum product) waste as possible, with Green Signage from Looknglas.

Go green with Window Video Systems from Looknglas. The Window Of Opportunity is here.

How Window Video Systems Work

We're getting more and more questions about Window Video Systems (WVS), (especially Digital Mannequin,) and how they work.

In the broad strokes, WVS is rear projection (but not always.) Window glass will not hold a projected image. When you shine a light, it goes right through the glass. So a treatment or special pane or screen is required, which will hold your projected image.

Many factors can and will affect the Digital Window displays, so the correct specifications are critical. The type of screen, size, brightness, components, install and integration, ambient lighting, content and marketing message, are all factors. And that doesn't even scratch the surface.

It is always exciting to see a window light up like a giant lcd screen (without the associated cost,) and convey advertising and marketing messages effectively. "Effectively" is the key word here.

People want a widget; a silver bullet that does everything and solves everything, and costs next to nothing. WVS are not widgets. They must be tailored to each situation and use.

Looknglas makes the medium affordable and easy to use. Entry level systems are comparable in price to large LCDs.

Customers don't go to your business to watch headlines, weather, or even music videos. Looknglas Window Video Systems, designed to convey images and messages that produce traffic, sales, and profit, are a bargain compared with most commercial LCDs. Customers have TVs at home, and they have mobile phones; they can get all that stuff there. What they want to know is what they should buy from you and why, so you have to illustrate that and convince them to buy. That's what WVS and Digital Mannequin do.

Looknglas approaches your install from the standpoint of making your WVS install do what you want it to. We pay close attention to the technical implementation, but we also prioritize the effectiveness of the content. Without the focus on effective use for marketing and sales promotion, any system will become another piece of technology that underperforms. Gadgets are cool. Results are cooler.

Window Video Systems by Looknglas: The Window of opportunity is here.

Rear Projection Digital Signage

We like rear projection as a Digital Signage tool because of the "WOW" factor. It is just so cool to have the images right on your window!

Can YOU do that?!!! This is so powerful and we are continually refining the method and content. These aspects are critical. Everybody wants to buy a widget. Sorry. It doesn't work that way. This is a sophisticated method, and we don't intend to allow the clients to diminish or devalue it. However, having said that, this is not difficult for us in most cases. There are exceptions, but typically, in low light, nighttime, and indoor situations, rear projection is simply beautiful and exciting. Why aren't there more people doing it? Give it a chance. Within 24 months you will see it everywhere.

Did I mention we can do this in the rear window of your car?

The Ultimate Retail Signage and Window Display

The video below illustrates what Window Video Systems, and Projected Digital Signage can look like in your business. The video is compliments of my partner and video genie, Darren Porter, who is a videographer, producer, and all around radical creative dude-guy.

Talking to your customers and potential customers about the best of what you have to offer is the essence of signage and marketing itself. You have to do it, and you have to do it well. Window Video Systems help you do that better.

Digital Window Display
Digital Banner
Digital Poster
Digital Mannequin

Get 'em. You can definitely afford it, and you probably can't afford not to. In retail, it's time to step up. You improve or die. This should be a no-brainer.

The Window of Opportunity is Here.

LCDs - TV on the Ceiling. So What?

That is what the customer thinks when they see an LCD in your business. I have no doubt about this, because I make it a point to observe people when an LCD is present in a retail business. Most people ignore them. Even in lobbies and waiting rooms, usually they are ignored.

That is because someone is failing to make them relevant or useful to the customer!

Dick Morris is famous for his line to Bill Clinton when running for the presidency: "It's the economy stupid!"

Well, I have a modified take on that, which is the key to selling and buying digital signage, whether DOOH or in-house.

It's not the hardware; IT'S THE CONTENT AND USAGE!

Technological hardware will never achieve anything or solve anything or improve anything if you don't use it effectively. This is what's wrong with so many lcd installations. We just pitched a company who has edgy, hip, imagery, product, and branding, but they haven't even integrated their retail store lcd deployment, and they aren't using them for messaging.

LCDs as a medium have to work that much harder to overcome the unspoken but manifest bias in customer's minds that they are just TVs (and not even as good as the one at home.) Much better to jolt that viewer with a Window Video System (WVS) and then message them into doing what you want them to do. Ideally that should be something sales-related, or at the very least, something trackable. But always lean toward selling. Otherwise you run the risk of lapsing into that grey area where business justifications start to veer away from dollars, sense, and profit.

Why Retail Needs Window Video Systems

Retail really needs a helping hand. Internet sales are eating their lunch. The mall effect is not working as well as it once did. Retailers have lost the initiative to online sellers, and are not doing enough to retake the ground they have lost. But the reality is, they will always be viable if they adjust. They do have advantages over online sellers.

Some of those advantages are: You cannot try on clothes online. You cannot see how they will look on you. You can't see how they will fit on you. You can't tell how the clothing feels. You can't handle it. You can't see how it looks with other items, and on and on. So many important advantages. What does the internet offer?

Price and convenience. Sort of.

But the downsides are, you do have to use a credit card, exposing yourself to the dangers of online fraud, and you do have to wait for the clothes to arrive, and you do have to wait to find out any "surprises" that may require that you send the merchandise back, and importantly, you have no human assistance. And others as well.

Retailers need to fight this battle more effectively, and they simply haven't stepped up.

Window Video Systems can help them in many ways. WVS is a more powerful, attractive way for retailers to communicate with buyers. They can display much more merchandise. They can do it more effectively, with the Digital Mannequin, for example. Casual passersby can be quickly converted into buyers using the Digital Mannequin to attract their attention, show them how the products look (on a "live" model) and tell them instantly how much and what their sales incentive is (selling proposition). Then inside the store they can cement the sale with a touchscreen self-ordering system, so that they don't lose the sale and have the customer walk out just because they don't have the right size in stock.

Retailers can also use WVS to drive traffic instantly to their website and back again to the store with coupon downloads via cellphone or wireless offer. Retailers can start to win the game again, but they need to wake up and be willing to make the smart investment, instead of wasting money on things like LCD screens that play music videos. That kind of investment may add "ambience" but will drive them into financial oblivion.

Window Video Systems can and will revolutionize retail display and marketing, and produce tangible ROI. Will retailers have the eyes and the dollars and sense to see that for themselves? As a retail display professional, you need to take the initiative.

Call us, and let Looknglas help you design a winning Digital Signage solution. That's why we say "The Window Of Opportunity is Here."

Projected Digital Signage

Our company, Looknglas Window Video Systems, specializes in projected Digital Signage. We call it "Window Video Systems", which is our way of describing projected images on window or storefront glass.

Not a lot of people are out there doing this. In fact, although you can find websites for companies that specialize in rear projection, the ability to execute this type of imaging and messaging at a price point that companies are willing to spring for, is something that most integrators haven't seemed to arrive at. Don't get me wrong, there are people who have managed to sell installations here and there, but it doesn't appear that anyone has decided to make it their business.

We have, and whether that is a smart thing from a business perspective will be proven by history! The advantages that projected Digital Signage provide are: lower cost for size, and flexibility for size and location of the image. You simply cannot install an LCD screen in a business window without it looking like a tv stuck in the storefront. No matter how hi-def the image, people are going to have something of similar quality at home in their living room, so a great deal of the power of the effect is lost.

Moving, video images, directly on glass, now that's cool, and worth stopping to look at. When the image shows you how good you're going to look in these clothes, and how little it will cost you, now that's a money-maker!

We have a clear, linear model for how projected Digital Signage, and Window Video Systems, will make money and drive sales for the retailer. The ability to demonstrate how these systems go beyond the "wow" factor, and actually produce revenues is essential.

That is our mission. We think we are on track so far.

What is a Window Video System?

In a nutshell, a Window Video System (WVS) is a system, typically, rear projection, whereby a business can display moving images directly onto window glass. Another way to describe it is, what if your posters or banners which hang in your windows, could change their messages? What if the messages could move?

The power and effectiveness of that type of signage and messaging would be enormous. It is many times more powerful and effective than static signs, posters or banners. It is much more attention grabbing than digital readouts. It is even much more exciting and interesting, more attention-grabbing, than LCD screens which have become popular in businesses.

We use projectors, strategically mounted to project images on window panes, which have been specially treated. Then we use digital players, activated by a programmed timer, and fed images and video data via digital signage control systems over the internet. This allows us to load images and messages, and manage and control them remotely. Lastly, we provide video/signage graphics, production, and management services.

There is no one out there, that we know of, besides Looknglas WVS, who is doing this.

The advantages are significant.

Businesses can message LARGER. (Large LCD screens are prohibitively costly.)
Businesses can message MORE. You are limited primarily by the hours in the day.
Businesses can message BETTER. Messages, phrases, sales incentives, discounts, images, product education, etc. call all be accomplished in real time with the one system.
Businesses can message in MORE DEPTH.
Businesses can CHANGE MESSAGES QUICKLY. This is simply a matter of planning, or close communication with the management team.
Businesses can DISPLAY MORE EFFECTIVELY. Imagine being able to display all of your inventory!
Businesses can RESPOND QUICKLY TO MARKET CHANGES.
Businesses can ATTRACT MORE CUSTOMERS.
Businesses can MOTIVATE AND PRE-CONDITION CUSTOMERS.

In fact, Window Video Systems are virtually infinitely superior to traditional signage methods.

When Business figures out these advantages there will be a rush to implement WVS. Fortunately, even as we speak, component pricing are dropping quickly, which makes WVS even more cost effective relative to LCD technology.

WVS is the future of Signage.