Now TV screens have become flatter, lighter and have better picture qualities we are used to seeing them everywhere. Digital signage is the next step in out of home advertising and more and more leisure areas such as gyms, swimming baths, beer gardens and patio areas are starting to install outdoor TVs.

More and more homeowners are installing TVs in backyards, patios, barbecue areas and even bathrooms too but these outdoor LCD TV screens come at a cost – and quite a high one.

While the cost of outdoor TVs is falling all the time, they are still several times the price of a standard TV device. And while outdoor TVs are weatherproof and able to operate at almost any time of year, there are still issues that need to be resolved before you decide to place a screen outdoors.

Security

If you are to place a screen outside permanently then it needs to be secure. Failing to mount a TV device or protect it from vandalism will see it either damaged of stolen and this can be one of the difficulties in using an outdoor TV – they may have all the weatherproofing required for outdoor use – but it can be exceptionally difficult to secure and protect them.

The best method for protection of any LCD device is to use an LCD enclosure. These steel cabinets will not only protect the enclosed LCD from impacts – including on the screen itself, but also can be securely mounted to walls, ceilings and floor stands – preventing any attempts at removal.

Furthermore, as LCD enclosures are also waterproof and usually contain the required environment systems such as cooling fans, heaters and other controls – they can make almost any standard TV device suitable for outdoor or washroom locations.

As protection for an outdoor location is needed anyway, the need for buying an expensive outdoor TV system is reduced if an all-weather LCD enclosure is used as any standard or commercial LCD TV will be protected from the weather and environmental elements.

Using outdoor TV screens brings real benefits to many businesses. Whatever message or information that you want to get across – more people will see it outside your premises than will inside.

There are main two reasons why screens are placed outside premises: advertising – promoting their own or products or brand or those of an affiliate or third party; and information – providing news and event information.

Outdoor TVs and outdoor digital signage are ideal for this because no matter how many people visit your premises each day, far more will walk past it.

For retailers an outdoor screen placed on the frontage can also help draw people draw people in and the same can be said for other locations, not just retail.

Churches are now finding outdoor digital signage useful, not only as a tool for providing information to a local congregation; such as upcoming events and timetables of worship, but also to help engage other members of the community. As outdoor digital signage is more engaging than regular advertising this is helping to attract larger attendances to events and to worship.

Another area that advertisers find attractive is outside pubs, bars, hotels and cinemas. These locations are prime, not just to advertise the products and service of the premises, but also for affiliate and third parties as these locations are often meeting places and locations of large social gatherings – often of key demographics for many advertisers.

But perhaps the best location for outdoor digital signage and outdoor advertising displays is in transport hubs. From coach stations and railways stations, to simple bus stops and taxi ranks – these captive audiences often fall into the key demographics advertisers love (young and single with disposable income). This is probably why the transportation industry is still leading the way in the use of outdoor digital signage and displays.

The outdoor digital signage market is growing strongly in the UK. In the second quarter of 2010 the industry is up 16.2 percent on the previous year, reports the Outdoor Advertising Association (OAA).

The UK outdoor digital signage market is now contributing to 12.8 percent of the entire outdoor advertising sector making the United Kingdom one of the fastest growing areas in the industry.

While still lagging behind the indoor market – which is also healthy in the UK, the UK outdoor digital signage market is expected to continue to grow.

Types of UK industries involved in Outdoor Digital Signage

The largest users of outdoor screens in the UK are the transportation industry. UK railways, which play a far more integral role in public transportation than in the USA, have been keen users of outdoor screens for several years while other aspects of the transportation industry are now seeing the benefit.

Large digital bus stop advertisements are now being implemented and even taxi ranks are becoming prime locations for outdoor digital signage advertising.

Retail is also implementing its fair share of outdoor screens. More high streets are having digital billboards and free standing kiosks installed as the aesthetic benefits are even being realised by local authorities.

Fair Market Share?

There are some concerns, however, about the size of some of the UKs largest outdoor advertisers taking too much market share. This has been primarily been brought about by a large acquisition from the UK market leader of another large outdoor advertiser last year and the industry is being analysed by the Office for Fair Trading (formerly the Monopolies Commission)

But at least the UK market is healthy and is expected to continue to grow throughout 2010 and for several years to come.

Digital signage is continuing to grow as a industry sector. One of the largest users of digital screens for advertising, including outdoor digital signage, is the retail sector.

The advantages and uses of using digital screens for advertising and promotion are manifold and while in some industries there can be difficulties in establishing the return on any digital signage investment, for retail this is a lot easier.

For those retailers still unsure about taking on digital screens as part of their general marketing, here are some very good reasons, benefits and types of digital signage that should be considered by retailers.

Product Promotion

Traditional methods of promoting products such as flyers, posters and static signs are no longer an effective medium. Catching the eye of a consumer is the key to good promotion and digital signage has the benefit of being far more noticeable than other static media.

Flexibility

Digital signage is also more flexible enabling promotion messages to be tailored for particular times – such as lunchtime to promote lunch menus. There is no need to hire somebody to replace content either, all screens can be networked together so messages can be changed or uploaded centrally and remotely.

In-store and window placement

If you count the number of people that enter your store – you can guarantee to double that number of you count the number of people that just window shop and take a glance through your front display. Placing a sign here can help steer these browsers into the store.

Outdoor Digital Signage

And the same can be said for outdoor digital signage. The footfall in outdoor locations is many times greater than those that will pass an indoor screen. Just converting a tiny percentage of those can make an outdoor digital signage worthwhile, even considering eh higher costs of using a screen in an outdoor location.

Affiliate Advertising

For some retailers, such as gas and petrol stations, finding extra sources of revenue is vital to continue business growth. Selling advertising space on your screens is one method of creating extra income for your retail location.



The new Premiership Football season is underway with the twenty top flight teams in the UK battling it out for one of football’s most coveted titles. The beautiful game is now big business, with the value of players and stadia worth billions of pounds.

And while shirt sponsorship and ticket sales recoup a large proportion of the money invested in players, stadia and staff, football teams are always looking for new ways to generate more revenue – and digital signage is the latest method of maximising income.

Stadium advertising

Traditionally, stadium advertising has consisted of static print signs that have circled the pitch with the intention of being noticed by the crowd and TV viewers; however, now outdoor digital signage is being implemented along the edge of the pitches for several very good reasons.

Unlike static signs, multiple advertisements and sponsor can be displayed on the same space. This can be almost unlimited but to offer value for money each screen tends to only carry the message or branding of only three or four companies.

This is still three times the revenue generated from the same advertising space which is why these digital signage boards are now becoming increasingly popular.

And although these digital perimeter boards are specialist devices designed for stadiums, they are simply longer versions of outdoor digital signage.

Outdoor digital signage

But advertisers from all sorts of industries are taking advantage of this ability to display multiple advertisements on a single space by replacing their regular outdoor advertising with an outdoor digital signage alternative; maximising income and increasing exposure for the company that is being advertised as digital screens are more eye-catching and noticeable than their two-dimensional cousins.

The digital revolution has finally reached the high street with outdoor LCD screens now a popular feature in many retail parks, high streets and even along road sides. With such large potential audience numbers, it is no wonder many digital signage and advertisers are looking to outdoor digital signage as the next step.

The one inhibition people have about embarking on an outdoor campaign, however, is the price.  While outdoor screens are now being manufactured on mass, and their price is continually falling they are still highly expensive devices.

But there are shortcuts. Using standard or commercial grade LCD screens and placing them in an LCD enclosure will save a considerable amount on the initial investment but, furthermore, as LCD enclosures provide the ideal working environment for an LCD screen they will also lengthen the life of any screen placed in an outdoor location as it will always be running in the correct temperature range.

Protection

And the advantages of LCD enclosures do not stop there; LCD enclosures also offer a wide range of protective qualities.

• Weatherproof protection – ensuring no weather elements can penetrate the enclosure
• Physical protection – protecting the LCD TV from impacts, both deliberate and accidental
• Shatterproof screens – protecting the most vulnerable aspect of the TV
• Temperature controlled environment – ensuring the screen never overheats of freezes.

All these facets not only allow the use of standard commercial grade screens to be used in outdoor areas, which are a fraction of the price of outdoor screens, but also ensure these device last longer and are not damaged by either accidents, the weather or deliberate tampering.

By using an LCD enclosure the reduction in initial investment means the ROI is easier to attain and as the devices will last longer, the ROI will be a lot easier to achieve too.

There are many advantages to using outdoor screens for digital signage:

• The audience figures are higher than an indoor campaign
• There is less digital signage competition
• It is noticeable to commuters, bus passengers and car drivers

But there are disadvantages too, mainly in the cost of installing a screen outdoors and ensuring it will operate in any weather conditions. Outdoor digital signage is also more vulnerable to vandalism which too can induce additional costs as the repair and maintenance of such screens is often higher.

With such high overheads and a difficulty in being able to establish a ROI (return on investment) it is no surprise that many potential installers are put off – despite the advantages to using outdoor digital signage.

So reducing the initial costs of an outdoor screen can go a long way in helping to convince people that an outdoor digital signage campaign is worthwhile.

Outdoor LCD enclosures

One method of drastically reducing the cost of outdoor digital signage is to employ weatherproof LCD enclosures instead of investing in highly expensive outdoor screens. Not only do LCD enclosures offer the same weatherproof protection as an outdoor LCD TV but they also offer a certain level of vandalism protection – crucial for outdoor and unsupervised locations.

LCD enclosures also reduce the need for maintenance as the inside of an enclosure is the optimum operating condition for an LCD screen. It also keeps away things like airborne debris and dust – other factors that often contribute to failure of an LCD screen. This all means there is less likelihood of needing to repair the screen and it also means that you can extend the life of the TV screen, often past the manufacturer’s estimates.

As LCD enclosures prevent the need for expensive outdoor screens which are often five to ten times the combined price of a commercial grade screen and the LCD enclosure, and also lengthen the life of a screen it means the initial investment is drastically reduced – making outdoor digital signage more of a tempting advertising medium.



Digital out of home media has come a long way over the last decade. From retail stores and shopping malls to the outdoor digital signage that is being used along roadsides and along high streets – it seems TV screens are now everywhere.

And this technology is not just being used for the purposes of advertising and promotion there is a more practical side to outdoor TV screens that is helping to provide important services – especially in remote areas.

Providing important information in remote areas has always been difficult. Road closures, natural disasters (landslides, avalanche warnings etc) local news information, are all important in remote areas as if people get stranded the dangers are amplified by the remoteness and lack of help in an area.

Digital signage screens are now being used in many remote areas to provide such information. No other medium is as effective. Radio broadcasts are only effective if the radio is on and tuned in, and other forms of communication can’t compete with the immediacy of outdoor digital signage.

The only problem in using screens in such remote areas is ensuring they are maintained an in working order, especially as many remote areas are in harsh environments – and quite often unmanned.

Limitations of outdoor digital signage

From frozen ski resorts, to dried sun-baked areas of the outback, digital signage can actually function reliably – anywhere. However, screens do require protection and this comes in several facets:

Temperature

The correct operating temperature is an important aspect for ensuring the long life of a screen as well as preventing it failing. IN areas where excessive heat is a problem, screens are housed in LCD enclosures with cooling systems installed. These vary from cooling fans to cut off switches and air conditioners; whist in cold areas, insulation and heaters are used inside the LCD enclosure to maintain a steady temperature.

Weather

Weather protection is another important facet for an outdoor screen in a remote area. Any LCD enclosure housing such a device has to be waterproof otherwise the screen will fail during the first storm. But other weather elements have to be considered such as snow and hail but also wind blown debris and airborne dust – both of which can lead to similar problems to water penetrating the device.

Physical protection

Another aspect to outdoor screens is the physical protection, especially as many remote areas are unmanned. Accidental impacts, vandalism and other incidents can disable a screen which may not get noticed by the screen operators for weeks, in which case it could be too late. Solid steel LCD enclosures will protect against most impacts and attempts at deliberate damage – ensuring the screens are in operational condition when it is needed.

Modern flat screen TVs are now becoming just as common a technology outside the home as they are in. From retail stores to shopping malls, digital LCD screens are a common sight, used for promotion, advertising and brand awareness.

And outdoor locations are becoming increasingly common too with outdoor digital signage now a common sight along high streets and roadsides.

But outdoor advertising and digital signage are not the only uses of digital screens, which have become an important tool for many authorities.

Missing persons

One use, adopted in the United States and now spreading across the globe is the use of outdoor digital signage screens to help locate missing persons. Each year in the USA alone over 700,000 people are reported missing. Many of these missing persons fortunately turn up, however, there are still large numbers of people that are never found.

One worrying aspect of this is the number of children in the USA that are abducted each year. Missing person agencies like the FBI and NCMEC (National Center for Missing and Exploited Children) suggest that in such cases time is the most important factor in the success or failure of locating a missing child – which is where outdoor screens come in.

As soon as a child is missing, outdoor digital signage screens can be utilised to request information, and more importantly display a picture of he missing child, which means in he case of abduction there is more likelihood of finding the child before they are taken out of the area.

Wanted criminals

Another use for outdoor screens in locating people is their use in tracking down fugitives. The FBI was the first instigators of using outdoor digital signage to track down wanted criminals and they found the technology so useful that it was soon rolled out across America.

Now other police agencies have also adopted digital signage screens for the location of wanted fugitives providing a cost effective method of tracking people down. The great advantage of digital signage, compared to other media such as radio or newspaper adverts is that a person doesn’t have to purchase, read or tune in to see the fugitive on the outdoor screens, meaning more people will view the wanted image – and therefore more possibility of the police being informed as to their location.

While nearly everybody reading this ill have a TV at home, and most probably a modern flat screen like an LCD; the home is no longer the only location a television is found.

Modern TVs like the LCD are used in all sorts of locations for a wide variety of tasks:

Outdoor TVs

Increasingly, becoming common outside pubs, bars and even in people’s back yards an outdoor TV for entertainment use requires many facets standard devices used in homes do not:

Weatherproofing, extended temperature range and the ability to withstand impacts and attempts at theft are all important to prevent the TV from becoming disabled (or stolen).

Digital signage

Perhaps the largest users outside of entertainment are advertisers and promoters. Digital advertising and even outdoor digital signage are two growing industries. The screens used here also need protection especially outdoor screens and those left in unmanned locations.

Industrial screens

Industrial areas are also increasingly relying on LCD screens for everything from providing information to workers to displaying production schedules. Industrial areas can be even harsher locations for screens than even outdoor areas so protection from the elements is crucial in many factory floors and other industrial locations.

Institutions such as prisons

Prisons, hospitals and other institutions require a two-tiered level of protection for their TV devices. Not only does the TV have to be protected from damage from the residents or inmates but equally the residents have to be protected from the screen so any TV device in such a location must be designed so it can’t be used as a weapon or a device to commit self-harm.

Animal enclosures

And human beings are not the only ones that enjoy watching TV. In many zoos and animal parks, particularly those that house apes, televisions are used for entertainment too – and obviously that means similar levels of protection to prevent the animals from hurting themselves or destroying the device.

LCD enclosures – Cost effective and comprehensive protection for almost any location

LCD enclosures offer the perfect protection for all of these applications for TV devices. Waterproof and weatherproof; able to withstand the rigours of industry; temperature controlled; and manufactured from solid steel with anti-vandal and theft technologies, LCD enclosures also enable standard devices to be used in the above areas – providing a far cheaper solution than rugged, outdoor and solid state devices.