What content can be displayed?

Videos are just the beginning

When prospective customers think of projection glass, they almost always think of one thing: promotional videos. This is understandable - and significantly underestimates the possibilities.

Technically speaking, a projection surface is a large screen. And like any screen, it can display anything that can be presented digitally. The more interesting question, therefore, is not what is possible - but what makes sense.

Moving images: the supreme discipline

High-resolution videos and animations remain the most effective format. They make the best use of the projection's strength – luminosity against a dark background – especially with strong colors on a dark background: product films, brand campaigns, seasonal motifs, atmospheric loops.

One design principle has proven itself here: Less is more. A facade is not a television – calm, generous presentations appear more high-quality than fast-paced edits.

Presentations and static content

Less glamorous, but extremely practical in everyday use: PowerPoint slides, PDFs, and image series can be played directly. A car dealership displays the terms of the weekly promotion, a law firm its areas of expertise, a restaurant the weekly menu – created with tools that every team already masters.

The advantage over printed displays: content can be updated in minutes and disappears promptly when the promotion ends.

Websites and Live Feeds

Since modern CMS players can render web content, dynamic elements can also be integrated: one's own website, social media walls with current posts, news tickers, or event calendars that update themselves.

This turns the facade into a live medium: what happens online can appear on the pane seconds later – without anyone manually updating the content.

Dashboards and Data

A frequently overlooked area of application, especially for corporate headquarters: data-driven content. Key figures on sustainability goals, donation levels for campaigns, production counters, countdowns to product launches – projected as a designed dashboard, this makes corporate performance publicly visible and credible.

Recruiting and Employer Branding

The facade reaches exactly the people who live and work in the vicinity every day – i.e., potential applicants. Job advertisements, insights into teams, training programs, or career events are therefore among the most effective content of all, especially in the evening, when commuters pass by.

Our article Employer Branding doesn't start on LinkedIn explains why this is so strategically interesting.

Events and Occasions

Event announcements, openings, anniversaries, cooperations with city festivals or cultural nights: the surface can adapt to any occasion – even at short notice. Some operators make it available to partners on an ad-hoc basis or market time slots as advertising space, turning the installation into a source of income.

Service Content: Weather, Time, Surroundings

Small additions with a big impact on how long people look: weather forecast, time, information on opening hours or directions. Such service elements make the surface a useful part of the streetscape instead of just an advertising board – and increase acceptance in the vicinity.

Emergency and Information Communication

Rarely considered, but valuable in an emergency: the system can play prioritized messages – evacuation notices, safety announcements in text form, official warnings, or simply information about a changed route. In buildings with public traffic, the facade thus becomes part of the communication concept for exceptional situations.

Conclusion

A digital glass surface is as versatile as a screen – and as effective as its content. Moving images remain the supreme discipline, but the real value lies in the mix: campaigns, current information, recruiting, service, and event communication, orchestrated via a timetable.

Lumerax advises on content strategy from the very beginning – because the question of what a facade should show is ultimately more important than the question of what it can show.

Further articles

How is the system controlled?
How does projection glass work?
Product launches in physical space