Digital signage, including LED billboards, are more engaging and more memorable, according to Nielsen Research. The legendary research firm surveyed consumers and found that 60 percent remembered seeing a digital billboard ad in the last week. Nielsen also found that 42 percent of consumers could recall a particular ad they saw on a digital billboard. Outdoor advertising is only behind internet ads in terms of year over year growth, so digital billboards are a particularly effective option for advertisers.
8 Advantages of an Outdoor LED Display
Creative advertising options
Digital layouts can be sent to outdoor LED displays instantly, and they can be preprogrammed to run at certain times or under certain conditions. For example, ads may be timed to run when it rains or during rush hour. Advertisers can use these conditions to better sell a product or service, and they can be timely enough to draw attention. An ad campaign could be run when one of the sports teams are in the playoffs or when a major festival is going on. There’s endless possibilities for advertisers, allowing for some creative options.
No printing costs
Vinyl signage costs time and money, and advertisers have to pay for it. With a digital display, there’s no recurring printing costs. The marketing team puts together the layouts and sends them to the billboard owner, and that’s it.
The billboard owner doesn’t have to deal with the logistics of printing and sign installing, either. That means digital billboard owners operate with much lower overhead and only need to invest in the sign.
It takes several days to get a print sign up to a billboard, so if a particular advertisement isn’t working, it will take a while to make corrections. With digital campaigns, fixes can be made and uploaded instantly, so if there’s a better or timelier advertisement available, it can be slotted in immediately.
This control advantage extends to the billboard owner because they can manage an entire network of billboards without having to travel to a single billboard. On the backend, they can update software, power billboards on and off and make changes to layouts or scheduling. It’s a far more scalable approach to billboard management.
Outdoor LED displays can output thousands of lumens, so they outcompete other forms of outdoor advertising. They are also bright enough to capture attention when the sun is out, so they remain visible no matter the time of the day.
Digital billboards also have an unusual advantage in that they cycle through several advertisements every minute or so. That might seem like a disadvantage, but every time the billboard cycles to a new advertisement, the motion catches attention. No other form of outdoor advertising does this, so it’s a compelling effect.
Billboards still have a major advantage in that they are the only form of visual advertising that drivers and commuters have to see. There’s radio advertisements, too, but the radio may be off. Billboards are always there, and though drivers could choose not to look at them, it’s not easy when digital billboards are so capable of capturing attention.
There’s data backing the industry
One of the biggest reasons digital billboards are so popular is because advertisers have access to better data. With better traffic data, billboard owners and advertisers know where consumers are on the road, and where advertising is likely to have the biggest impact. This means more effective advertising campaigns.
It’s low maintenance
LED displays are extremely energy efficient and durable, especially compared to other forms of lighting. An LED display can provide up to 100,000 hours of performance before replacement is usually required, but some displays can make it even longer. LEDs are built on solid state circuitry, which is more stable and more durable than other lights. This all adds up to a low maintenance form of display.
Compare that to print advertising, which will fade in the sun and take damage during severe weather. Not an issue with digital displays.
The future is even brighter
Outdoor LED signage already has a long list of advantages over print, but there are even more exciting developments on the horizon, or already in place. For example, digital signage developers are implementing recognition technology that can detect when people are nearby and looking at the display. The display can respond to this with a targeted advertisement that uses demographics for maximum effectiveness. It’s yet another powerful tool that LED signage can use to engage consumers, and though it’s not usually seen with digital billboards, it is the future of outdoor LED signage.
Outdoor LED displays are a comprehensive improvement over print signage, with too many advantages to count. They are more reliable, more responsive, more effective and more engaging than all other forms of out-of-home advertising. With the positive results of an outdoor LED display, it’s no surprise that advertisers are rushing to adopt the technology for their marketing needs.
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