Compared to traditional forms of advertising and message delivery, a digital billboard is clearly superior, as it offers greater versatility, greater responsiveness, and more effective engagement. In many respects, this technology is identical to traditional signage, in that it is shaped and sized like a standard advertising road sign. However, unlike print signs, which can take hours, even days to switch out, an LED display can accommodate multiple advertisers at once and incorporate a new design in minutes. In short, the face of advertising is changing.
Why should advertisers and cities consider a digital billboard for their needs?
In the modern, computerized world, engagement is everything. With information flying around at greater and greater densities, it can be almost impossible for a company to deliver a message that rises above the rest of the noise. Drivers and pedestrians have grown resistant to standard signage, as it is everywhere, but colorful, animated LED displays are still a new experience, and their novelty factor helps get much more attention. Even though the display cycles through several advertisements, this extra visual impact ensures every advertiser gets more out of their investment.
In fact, an industry study found that nine out of 10 people notice a digital billboard as they pass it, which is significantly greater than the numbers associated with standard signage.
There are a couple extra tricks that the technology offers as well, both of which have to do with the technology’s unmatched responsiveness. In minutes, the sign can be repurposed for a variety of alerts, such as Amber alerts or emergency alerts. With instant alert capabilities, the sign can save lives and return missing children. There are several examples of the technology being successfully used in this way, including the 2007 bridge collapse in Minneapolis. Within minutes of the disaster, LED signage in the city altered drivers to the collapse and informed them of alternative routes. Without this intervention, the disaster could have been much worse.
Also, a digital billboard can provide what is known as time-specific advertising. Time-specific advertising refers to advertising that is launched at a time when it would deliver maximum impact. For example, a sign advertising a morning radio show is extremely effective when drivers are commuting to work in the morning, but it’s almost worthless when people are heading home in the evening. With an LED display, though, a network can advertise a morning show in the morning, and have the display switch over in the evening to advertise a different show. This allows a company to double up on their advertising impact.
This technology is designed for everyone, from mom and pop shops to major cities. And with a reliable A/V company to facilitate the design and installation processes, it can open up opportunities for advertisers and revenue for owners.