Many traditional sign-makers are feeling threatened by the new and increasingly ubiquitous digital out of home sector- commonly referred to as digital signage.
In the outdoor advertising world, outdoor digital signage now exceeds ten percent of the market and is expected to continually expand, perhaps exceeding traditional signage one day.
While it is doubtful that outdoor digital signage will ever completely phase out traditional static signage, there are an incredible amount of benefits and advantages of using digital signage compared to traditional signage.
Digital screens can display all sorts of content and a single device can provide an advertising outlay for several customers. This has great revenue advantages to outdoor advertisers who only have to invest in a single screen but can sell space to multiple customers.
Another advantage to digital signage is that it is the only outdoor advertising media that can target specific audiences. Content can be scheduled at certain time of day such as lunch time which enables advertiser to charge more for targeted content.
Another benefit of outdoor digital signage is that content can be uploaded and removed remotely. No longer do sign-makers have to travel to locations to erect signs or stick up billboards. Content can be uploaded centrally and submitted to any number of devices on a network which save on hiring technicians to drive around and replenish content.
While digital signage may never fully replace traditional media the advantages are manifold and as the main purpose of any signage or advertisement is to get noticed the modern dynamic nature of digital signage is unbeatable as it is far more engaging than conventional signage and advertisments.