Recently on Output I wrote that in 2012 we'll see more creative applications of interactive digital signage in a range of sizes, networked implementations and form factors. That, however, isn't to say that large-format digital signage is going away. In fact, massive, eye-catching digital signage installations and impressive videowall displays are being implemented in more than one field that might surprise you.

In the advertising and promotion game, billboards have long been an attention-grabbing industry favourite, precisely because of the potential reach that big visibility tends to promise. So it's no surprise that similar logic is extending into a technologically enabled marketplace. Multimedia developer Monster Media's much discussed Interactive Monster Wall installed in Manchester Airport for IBM's 'The Smarter City' campaign networks large videowall installations across various terminal buildings, informing travellers about IBM's developments in transportation, public service, education and healthcare through video, text and interviews shown on the screen.

Part of its effectiveness is the placement – at ground level – and the human size of the screen's content, which lends itself to powerfully immersive experiences and seeks to engage with consumers through its physicality.

Videowalls are finding their way into new application areas such as news rooms, as shown here with Christie's Entero LED product

Another display application that takes advantage of this human scale is the 64' (19.5m) videowall installed in New York City's Columbus Circle subway station to promote athletic apparel manufacturer Asics's sponsorship of the city's Marathon. The installation, by out-of-home media developer InWindow Outdoor in concert with CBS Outdoor, features life-sized images of Olympic marathon athlete Ryan Hall running at his 26.2 mile (42.2km) pace. The screen tempts commuters with catchphrases like "Think you can keep pace with an elite marathoner?" – a challenge some New Yorkers couldn't resist.

"This is a unique, attention-getting outdoor display that builds […] an emotional connection to one of its biggest sponsors," says CBS Outdoor's vice-president of digital media Alvaro Muir. "With the 'Marathon Experience' we've raised the bar by successfully incorporating interactive elements that will engage and delight passersby."

Large-format videowalls are also finding homes in stores and retail spaces around the globe. Last year, Norwegian sports superstore chain G-Max installed massive screens by ZetaDisplay at the entrance of and in shoe 'zones' inside stores to inform shoppers of the latest offers and trendy sports apparel.

Another fascinating application of large-format tiled videowalls with interactive zones was put to high-ticket automotive consumers at Mercedes-Benz World in Surrey, UK. A network of 81 LG displays, controllable collectively or individually via a series of Apple Mac mini computers, was a bespoke development for the German automotive manufacturer, which was impressed with the 'range of visual solutions' LG was able to offer and used the network to bring a 'brand experience' the attraction's 300,000 annual visitors.

Informational applications of videowalls are on the up as well. Last year, the London Stock Exchange installed a 132-tile videowall by visual technology developer Christie Digital to stream live market updates, stock prices and news content in real time. The installation uses Christie's proprietary MicroTiles modular display product that the company calls a 'revolutionary solution'. The 40.8 x 30.6cm screens have been praised for their versatility and successfully implemented in high fashion, automotive, entertainment, promotional, conference and other applications.

Perhaps the most crowd-pleasing examples of the proliferation of massive-scale videowalls is in the entertainment industry. During the 2008 Led Zeppelin reunion show the band performed in front of a 28 x 10m screen by digital media developer Snell and Wilcox. U2 now tours with a videowall setup which comprises 888 small LED screens, weighs 54 tons and can be setup in configurations of 371 to 1,300sq m.

The other X-factor in all this is the increasing integration of interactive technologies in digital signage and videowalls of all kinds. Both music concert applications mentioned above include live video feeds of the performers and their cheering fans. Videowalls in retail spaces are beginning to let shoppers browse through product catalogues both in and outside stores. Monster Media's Manchester Airport installation uses combinations of touch and gesture controls which enable travellers to navigate 'The Smarter City' and now even the BBC and CNN are using interactive displays on the air.

So, from revolutionising the concert-goer's experience to selling more high-ticket units with less friction, look for more large-format videowalls anywhere they'll fit.