Imagine walking into a shopping centre and instead of the usual grey wall, a bright video wall. On the screen, it’s not just an advert, but a real show that you can take part in. A few years ago, this seemed like a fantasy, but today it is commonplace for a modern brand that wants to keep up with the times.
Video wall — is a large-scale construction consisting of several screens or panels combined into a single visual plane. It looks like one large display that broadcasts dynamic content: from commercials to live broadcasts, virtual presentations or interactive games.
They can be seen in airports, shopping malls, museums, exhibitions and even on the streets of megacities. But video wall — is not just a bright picture. It’s a powerful communication tool that changes the very idea of interacting with a brand.
In 2023, Nike in London launched an innovative augmented reality video wall in its flagship store. Visitors could choose a model of sneakers right on the screen, view it in 3D, change the colours, and then ‘try it on’ by pointing their smartphone camera at their feet. Such interactive advertising not only attracted crowds, but also increased sales of certain models by 30 per cent in the first month.
This example clearly demonstrates how a video wall can turn an ordinary visit to a store into an unforgettable experience in which every customer is the main character.
Previously, advertising was like a monologue: the brand speaks and the viewer listens. Today, thanks to technologies such as interactive advertising, the consumer turns from a passive spectator to an active participant in events.
Video walls allow us to create an environment where people don’t just see an advert, but interact with it: touch it, answer questions, flip through catalogues, vote, even play. This is not advertising – it’s an experience you want to immerse yourself in.
Interactive video wall can be equipped with touch panels, motion cameras, presence sensors or even artificial intelligence. This gives the user a personalised experience: for example, when passing by, they see content that adapts to their age, gender or previous actions.
Such interactive advertising is remembered much better. According to research, interacting with a brand through touch or play activates emotional perception and increases trust in the product. People don’t just see a brand – they ‘play’ with it, ‘talk’ to it, ‘interact’ with it.
In a world where information noise is getting louder and louder, winning the battle for consumer attention is a real art. Video wall with elements of interactive advertising becomes a mouthpiece that not only attracts attention, but retains it.
Brands that use such solutions get:
Video wall — is not just a big screen. It’s a portal to a new level of communication, where the boundaries between brand and consumer are blurred. Interactive advertising turns every viewer into a participant in events, and brands into an experience that you want to live again.
There comes a time when advertising doesn’t interrupt your day, but becomes a bright part of it.
