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Content: What doesn’t fit will be made to fit

Barcelona | The resolution or aspect ratio of existing content does not always match digital signage screens. In particular, square Instagram photos or upright videos from cell phones do not fit the 16:9 or 9:16 format of the digital signage industry. One content trick is blurred borders, which enables creatives the multiple use of photos and videos across platforms.

Most invidis readers will land at Barcelona airport at the end of the month and will pass by jewelry, accessories and fashion retailer Tous. An LED In the shop window there is vying for passenger attention. What’s more interesting is the way the Catalans adapt the content to the screen resolution by using blurred borders.

Blurred Borders are particularly popular when editing portrait videos; the content is doubled in a blurred fashion in the background in order to enlarge the image size on the left and right to standard  digital signage formats. Blurred Borders is no magic and standard for online videos. But you still rarely see it on digital signage screens.

Ideally blurred borders are not necessary if the agency takes the time – and the customer is willing to cover the costs – to adapt existing images and videos to the resolution and aspect ratio of the digital signage screens. Templates with a passe-partout are also popular. But budgets are limited and content production is becoming more and more automized. Therefore online trends like Blurred Borders are now becoming increasingly accepted in digital signage – if they are visually well done like Tous at the airport in Barcelona.