Out of home advertising is perhaps the oldest form of advertising still in use. Used long before TV, radio and newspaper advertising, out of home is still going strong today.
With such potential high audiences, advertisers target commuters, drivers and pedestrians, with places like public transport offering captive audiences and generating high returns for advertising investments.
Out of home advertising has gone through some dramatic changes in recent years. In many big cities, when walking along the high streets at night, you won’t have helped but notice the amount of outdoor screens used for advertising and information displays.
Gone are the traditional neon signs that once provided nighttime advertising, with even locations such as Piccadilly Circus in London and Time Square in New York having replaced their iconic neon.
And the sides of highways are now adorned with huge digital billboards, slowly replacing the old billposters and providing bolder and brighter messaging.
Outdoor digital signage has made dramatic changes to the world of out of home advertising and is not only providing us with a completely new urban landscape, but is giving advertisers many advantages.
Unlike other forms of outdoor advertising—neon, static signs etc—outdoor digital signage can play content from multiple advertisers on the same screen. Furthermore, remotely uploaded content does away with the need for technicians to replace static signage, saving costs when campaigns need changing.
Outdoor digital signage also offers the potential to schedule content for different times of day, enabling advertisers to target specific audiences such as fast food restaurants using lunchtimes to attract customers.
During the day and at night, outdoor digital signage has great appeal providing bold and eye-catching content, moving images and is bringing out of home advertising into the digital age.