Digital advertising surrounds us daily. When we log onto our social media feeds, we will see a variety of adverts. When we watch television, we will see the latest products being pushed. When we are travelling home from work, we will likely hear an advert on the radio or see one in the street. One method of digital advertising which is growing in popularity for retailers in the outdoor digital signage. From showing fast food adverts in train stations in London or Glasgow, to digital signage in Las Vegas, to grabbing your attention as you walk past a shop in Edinburgh or Manchester, it appears there are no limits to what this marketing strategy can be used for. To help you understand, our beginner’s guide is here to show you the way.
What is Outdoor Digital Signage?
Outdoor signage refers to any advertising which is undertaken outside. It encompasses a host of options, including billboards, the exteriors of buses, bus station displays, along with displays in train stations and shopping outlets. Digital signage, however, is the technology upgrade of this method, and it is a rapidly growing market of Out Of Home advertising (OOH).
What makes outdoor digital signage so innovative is the fact it displays visuals electronically, inside a specially created casement. It means they can be used both inside and outside, without the worry of the elements causing damage to the screens.
What Are The Differences between Indoor and Outdoor Digital Signage?
A vast number of retailers will be familiar with indoor digital signage, where they display information regarding products to consumers within the store. However, to increase their audience reach, outdoor digital signage is a highly innovative and appealing way to do so.
There are a number of differences between indoor and outdoor digital signage, which you must be aware of if you are looking to add this method to your advertising campaign.
- The screen itself: When a screen is featured within a store, the brightness may not be considered. After all, if you place your screen in a position where direct sunlight will not affect it, it’s possible the brightness within the store will not change. However, the amount of sunlight outside does change, and it can change quickly. What’s more, it will change from season to season. It means that, for outdoor digital signage, you need to invest in a screen which is bright enough to display the content, whether it’s the height of summer, or a cold, winter night.
- Screen protection: With an indoor digital signage screen, the weather is the least of your worries. Rather, whether a consumer or power cut will damage your screens will be one aspect to consider. When you place a screen outside, you expose it to the elements. That’s why the correct casement is highly important. Opt for a casement which is renowned for protecting the screen against harsh and extreme weather conditions. Plus, the screen enclosure must protect it against wet weather, specifically rain. The outdoor digital signage casement needs a minimum IP65 rating to ensure it protects the electrical components from wet weather.
How to Display Your Content
Displaying the content on the outdoor digital signage is a basic consideration. However, it’s one of the most important aspects.
One very common and popular way is the USB ‘plug and play’ stick. This method means you insert a USB stick into the digital signage to display your content. It’s a budget-friendly option for retailers with a small number of signs.
For those who opt for much outdoor digital signage, the USB method may not be the most cost-effective or simple. Therefore, using a cloud-based content management system is the best way forward. It does require the screen to have a LAN network connection, but it’s quick and easy to update the screen from wherever you are.
Why Choose Outdoor Digital Signage?
Outdoor digital signage is proven to increase a store’s visibility, but it is an advertising method which needs careful consideration first. After all, it’s an investment and one which you shouldn’t rush into making. You need an adequate power supply and a LAN internet connection.