Content is still king. At least where digital signage is concerned. At the Yorkdale Shopping Centre, blue butterflies flutter about on large screens and then group together to form the current time of day. That way, the mall in Toronto, Canada, managed to kill two birds with one stone: The intermezzo offers an attractively packaged time check as well as a break between the advertising spots presented on the screens the rest of the time. Cineplex Digital Media made the butterflies come to life:
The provider of digital signage and digital merchandising also developed the app that controls the dynamic content. The brief spot runs on the digital screens and banners in the shopping mall.
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