Strengths and Weaknesses of Outdoor Digital Signage

Outdoor digital signage is a fast growing advertising medium. Already, it makes up for nearly a fifth of outdoor advertisements and is an effective form of promotion and marketing.

Outdoor digital signage is not the same as other outdoor advertising media, though, and any prospective users need to understand its strengths and weaknesses.

Strengths

What makes outdoor digital signage such a growing and thriving industry are its strengths.  Compared to other forms of outdoor advertising, the biggest strength of digital signage is its prominence.

No other outdoor advertising medium is as eye-catching or engaging. The brightness, transitions and moving images are far more eye-catching than a dowdy old poster or billboard.

The versatility of outdoor digital signage is another of its great strengths. Unlike other forms of outdoor advertising any content can be uploaded remotely, doing away with the need for a technician to travel around; multiple content can also displayed on a single screen, maximising revenue for each display.

Weaknesses

While outdoor digital signage uses LCD displays, it is not television. Unlike TV advertisements that last for up to 30 seconds, outdoor digital signage content is only viewed for a few seconds – perhaps 3 at the most.

For this reason, long convoluted content does not work very well; content needs to be simple, to the point, bold and prominent.  Because of this, it makes an ideal tool for branding where brand logos, slogans and company names displayed on outdoor screens raises brand awareness.

Another of drawback to outdoor digital signage is the initial investment of the screen and its protection. Any outdoor screen will need to be bright enough to cope with the sun whilst also having adequate protection against the weather and vandalism

Steel outdoor LCD enclosures are a cost effective way of protecting standard and commercial screens in outdoor environments offering full weather and impact protection.

This post was written by Richard N Williams

Richard N Williams

Richard N Williams is a writer and journalist based in Birmingham, UK. He has many years of experience writing about all aspects of the internet and digital technology. He is the author of several technology related books and his articles have appeared in various publications, trade magazines and online journals. Richard N Williams Google+

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