NanoLumens® President & CEO Rick Cope in a feature presentation made today on the opening day of the 2011 Customer Engagement Technology World (www.cetworld.com) conference and exhibition in New York.
“The full commercialization of flexible digital displays is now a practical reality, which means it is now cost effective to deploy flexible displays that are movable, lightweight, energy efficient, durable and easily serviceable in just about any location,” Cope asserted. “Coupled with the coming 100 percent adoption of smartphones, this heralds a new era of one-to-one marketing, allowing an entire population of mobile device consumers to interact with marketing displays in literally any location—public events, transit centers, conferences and exhibitions, airports, malls and even in stores.”
NanoLumens, the pioneering company that last year introduced the world to large format flexible digital display technology, today introduced an expanded line of flexible and non-flexible displays at CETW. As digital signage displays become larger, cheaper, more energy efficient, and easier to install and maintain, they will increasingly replace static advertising in malls, airports, convention halls and transit centers, offering marketers an unprecedented opportunity to engage consumers and offer more than purely traditional advertising.
“Those of us with tenure in the digital display industry excitedly look forward to the day when the individually targeted advertising envisioned in Minority Report becomes a viable reality,” Cope said today. “But marketers need to be careful. Bombarding customers with specifically tailored ads can potentially be counter-productive and make people feel as if their privacy is being invaded. The best marketers will realize that there is a much larger opportunity than in-your-face advertising—spontaneous public customer engagement.”
The solution, Cope says, is to offer people a chance to interact. “If a certain display always ran nothing but advertising, how long would it take for it to become simply another forgettable tree in the urban landscape? The burden is on us to give people a reason to look at the digital displays.
“Providing something valuable such as news, weather, entertaining video clips, an interactive poll or an opportunity to get an instant coupon are all completely possible when smartphones are the norm. People can simply take out their smartphone and instantly interact with the display via Bluetooth, apps or QR codes. To borrow from another science fiction film, Starship Troopers, the future of digital display advertising could include a simple question: ‘Would you like to know more?’ Consumers could then interact using voice commands, hand gestures or a smartphone to receive special offers, detailed product information, browse their website or even talk with a live representative via video chat. Then the advertiser can measure when the coupon is used, how long the user spends on the website, and which advertising locations generate the most traffic or best user interactions.
“And these innovative advertising techniques aren’t a departure from current advertising initiatives, but rather an extension of currently utilized technologies. The servers full of customer and demographic data, the capability for personal identification and the ability to market based on proximity to stores and restaurants become even more valuable when you can persuade the customer to take part in an engaging advertising experience.”
According to Cope, if done correctly, these advertising experiences may actually drive people to seek out the displays so they can interact one-to-one or even one-to-many. “The possibilities really are endless. Imagine a 60-second ad where several people can use their smartphones to answers trivia questions about a company, store or product, or a ‘Spot the Difference’-type game that rewards the participants with an offer or coupon. Add these innovative public customer engagement opportunities to videos, the ability to link to Web sites and Facebook pages, and the increased level of tracking and data-mining possible, and it becomes clear that soon, we may achieve success beyond our wildest dreams with personalized, interactive advertising.”
Designed and assembled entirely in the United States, NanoLumens displays are now available in both flexible and non-flexible frames in four product lines: NanoFlex™ and NanoWrap™ flexible displays; NanoSlim™ non-flexible rectangular displays; and NanoShape™ non-flexible round, square, and triangular displays.
First introduced in 2010, NanoLumens NanoFlex™ digital displays remain the only solution of their kind. They conform to fit any surface, are thin, lightweight, and energy efficient, and can be mounted as easily as a work of art. The revolutionary NanoFlex display shattered the traditional usage limitations of large format digital displays. NanoLumens is the only company in the world able to reliably manufacture ultra-thin and lightweight, easy-to-install and maintain, seamless 6mm pixel pitch flexible LED displays in virtually any shape or size to meet each customer’s unique requirements.
In addition to being ultra-lightweight and energy efficient, NanoLumens displays feature a seamless, super bright edge-to-edge picture quality that can be viewed from any angle or any distance without color shift or picture drop-off. Designed and engineered to be energy efficient, NanoLumens displays consume significantly less energy per-square foot than conventional digital displays. Further underscoring their commitment to eco-friendly technology, the NanoLumens displays are composed of up to 50% reclaimed materials, and are completely recyclable. What’s more, some new NanoLumens displays can be serviced from the front, making maintenance easier than ever before possible.
The company’s technology has been recognized by Entrepreneur magazine as a 2011 future-proof tech trend and was cited by The Wall Street Journal in its 2010 Technology Innovations Awards. NanoLumens’ technology also received the 2011 Breakthrough Technology of the Year Award at the American Technology Awards.
Headquartered in Norcross, Georgia, NanoLumens, Inc. (www.nanolumens.com) is a privately held corporation engaged in the research, product development and component design for unique flexible displays that address a yawning technology gap in the $14 billion digital display industry. NanoLumens has built a portfolio of more than 20 international families of issued and filed patents on its flexible display technology that effectively address the commercial market void between relatively small flat-panel displays and huge, limited application LED boards. NanoLumens technology is not constrained by standard sizes and shapes, or by the size, noise and cost issues associated with commercial LED products.