Outdoor digital signage is a fast growing industry and is proving an effective method of raising brand awareness and advertising products or services.
As it is a new technology, it is perhaps the best time to embark on a digital signage (DS) campaign, as the newness of the technology makes it more attractive and therefore effective to targeted audiences. And while this uniqueness of DS will probably not last forever, it currently makes DS even more attractive to potential users.
But ensuring you are getting the most out of a digital signage campaign will go along way to ensure you are maximising its potential and generating a return on your investment.
Location
Location is perhaps the most important aspect of any DS campaign. If the screen is not visible enough it will not be anywhere near as effective so maximising its visibility is vital to get the most out of any DS campaign.
Choose a location with the most amount of traffic possible and ensure that the outdoor digital signage screen is as close to eye level as possible ensuring he content is viewed by as many people as possible.
Permission
As with any outdoor advertising hoarding, permission and relevant by-laws need to be adhered to. Ensure you are aware of permissions that have to be sought and any regulations in displaying messages on the signage screen. For instance some local regulations stipulate a minimum duration in which messages can be changed (often 8 seconds).
Weather protection
Any screen taken outdoors needs to be protected from the weather elements. Waterproofing is essential to keep out the rain but also protection from direct sunlight and extreme temperatures (both excessively hot and sub-zero).
Hardware Protection
As most outdoor digital signage screens are left unattended ensuring they are protected from deliberate or accidental impacts is also important. Vandalism and attempts at theft need to be factored into any planning of a DS campaign with whatever screens that are being used given enough protection to ensure they can withstand even the most determined of attackers.
Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts
Tuesday, April 13, 2010
Recommended Locations For Outdoor Digital Signage
Outdoor digital signage is the fastest growing sector in the out of home advertising sector. One of the reasons for the rise in take of digital outdoor signage systems is the high volume of views an outdoor TV screen will receive compared to an indoor campaign.
However, not every outdoor location is ideal for digital signage and it is important to ensure the signs are as visible as possible and ensuring you find the correct location is one way of achieving this.
Bus shelters/ transport terminals
Transport hubs are great locations for digital outdoor signage as they are locations where people are forced to wait. So bus shelters, railway platforms and even taxi ranks provide a great opportunity for outdoor digital signage and outdoor advertising as the audience is captive and quite often attracted to the signage content because it helps to alleviate waiting times.
High street bill boards
The high street is another great location for outdoor digital signs. While the audience along the high street can't be described as captive, they are at least enough of them to make the use of any outdoor digital billboard or screen well worth while.
Roadside billboards
Another place where digital billboards are being used and slowly replacing the conventional print hoardings are along roadsides. The giant billboards that have commonly advertised to commuters are slowly being replaced with more and more digital signage versions providing more engaging content.
Waiting Areas
Any outdoor area where people are forced to wait provides a great opportunity for digital signage. Lines and queues in theme parks are one example but any location where people have little choice but to wait provides an opportunity to target them for advertising purposes.
Shop Frontages
Digital signage is incredibly popular with the retail sector but while many retailers employ screens instore, these are merely advertising to people that are already customers. Digital signs can be far more useful as a method of attracting new customers into the store and placing a digital sign outside on the shop frontage is one possible way for doing that - also taking into account that more people will pass by and see the outdoor digital sign than will enter the store and view any of the indoor ones.
However, not every outdoor location is ideal for digital signage and it is important to ensure the signs are as visible as possible and ensuring you find the correct location is one way of achieving this.
Bus shelters/ transport terminals
Transport hubs are great locations for digital outdoor signage as they are locations where people are forced to wait. So bus shelters, railway platforms and even taxi ranks provide a great opportunity for outdoor digital signage and outdoor advertising as the audience is captive and quite often attracted to the signage content because it helps to alleviate waiting times.
High street bill boards
The high street is another great location for outdoor digital signs. While the audience along the high street can't be described as captive, they are at least enough of them to make the use of any outdoor digital billboard or screen well worth while.
Roadside billboards
Another place where digital billboards are being used and slowly replacing the conventional print hoardings are along roadsides. The giant billboards that have commonly advertised to commuters are slowly being replaced with more and more digital signage versions providing more engaging content.
Waiting Areas
Any outdoor area where people are forced to wait provides a great opportunity for digital signage. Lines and queues in theme parks are one example but any location where people have little choice but to wait provides an opportunity to target them for advertising purposes.
Shop Frontages
Digital signage is incredibly popular with the retail sector but while many retailers employ screens instore, these are merely advertising to people that are already customers. Digital signs can be far more useful as a method of attracting new customers into the store and placing a digital sign outside on the shop frontage is one possible way for doing that - also taking into account that more people will pass by and see the outdoor digital sign than will enter the store and view any of the indoor ones.
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