While we are all familiar with traditional advertising because we see them virtually every day, most companies and billboard businesses are well aware of the cost-effective value they bring to any advertising and marketing strategy. One of the building blocks of marketing and advertising is to bring attention to a wide audience in order to increase the visibility of the brand, and therefore more people are aware of the brand, product or service, and more people will invest in it.

The science of advertising via billboard has increased and improved vastly, and it is not aimed at targeting specific audiences to make them more effective. In addition to this, the introduction of digital formats has increased the advertising capability of most billboards around the globe. Creative, animated data can now be used to interest a wide variety of audiences, and a variety of audiences can be interested in ever moving displays that can change according to the need of the advertiser. While a static billboard can only display one image for a long period of time, digital technology now allows for a variety of messages to be displayed in order, or different messages from different companies to be displayed to a targeted audience. Messaging can be targeted to capture the attention of the right brands at exactly the right times. For instance, different messages can be displayed when a university finishes for the day – this will draw the audience of young, hip clothing companies. But once the university students have disappeared and two hours later the older people start commuting back from work, different messages can be displayed that targets that demographic. It can also display interactive campaigns that can bring together messages sent from smartphones and social media. This is called OOH advertising (out-of-home advertising) and it is gaining huge traction in the current and future use of digital billboard advertising.

The latest billboard technology includes outdoor augmented reality (AR) advertising. This type of billboard display can deliver content that enhances user experiences and allows a wider variety of billboard locations as it can be used in places that would be impossible for traditional billboards to be erected. PoV (Point of View) display is included in this new technology.

In futuristic movies, we see digital displays that are shown in the abstract. The PoV display is still a rather strange concept. It is almost like when the eye looks at a bright light, and when looking away perceives a certain image for a few seconds. This imprints images on the user’s eye and mind – but only for a very short while and very safely.

Because the PoV display is still in its infancy, it will be some time before it is introduced to the market. Significant testing on its effectiveness must still be conducted. All we know at this stage is that when correctly applied, it can be used virtually anywhere, and the landscape of billboard real-estate will change forever.

We are all used to seeing billboards. In previous years these consisted of large frames placed in very visible places and plastered over with an image made of paper. Later vinyl images took over because they were weatherproof and long-lasting, and did not fade as easily in the sun and rain. New billboard technology such as the digitation of billboards has grown in popularity, and many clients are asking themselves whether it is still worth-while investing in static (paper/vinyl based advertising). While digital billboards seem to be taking over the market, there is something to be said for the plain old static billboards.

The fact is that technology is not developing quite as fast as we imagine when it comes to billboards. Even with the latest technology (digital and PoV) placed in many different locations, the traditional billboard still remains one of the most trustworthy forms of outdoor advertising. One of the advantages that a traditional, static billboard can provide you with is that only your message can be displayed on it for however long it takes. Digital billboards are by all means highly effective, but often clients share these billboards to broadcast different advertising campaigns. This means that even though these messages are highly targeted, they still have a short visible lifespan.

Traditional billboards with their vinyl covers may seem old school now, but the billboard manufacturers have become increasingly aware of how to optimise the value of these billboards. This means that proven advertising strategies using billboards are still highly effective and that today’s experts are able to provide you with the best billboard strategies and locations possible.

The most important question here is to what extent traditional billboard strategies and presence can still gain value for money and provide a high return on investment. To date, there is no real difference between static billboards and digital billboards. At the end of the day, your message still gets displayed in all the relevant sites, and only your message. This ensures that the message is not diluted and that your brand or business is displayed on a permanent basis wherever it is placed.

There is definitely an argument for new digital technology, but when it comes to billboards it still remains to be seen how much value for money they really provide. Time will tell.

Eye Catching Billboard Technology At Durban Airport

Face first media invests in innovative digital billboard technology at King Shaka international airport

Durban, KZN: Face First Media is excited to announce the launch of an innovative new digital billboard around a major traffic location at the King Shaka International Airport. This newly acquired site will display innovative billboard technology, which is a first in this area. We will be harnessing the display power of new technology combined with high visibility in this prominent site to provide our clients with an outstanding visual presence.

Of this innovative new development, Stevan Wilken, Managing Director said, “We are very excited about our new site at King Shaka International Airport. The acquisition of this prominent display site and the introduction of state-of-the-art digital billboard technology highlight our continuing commitment to investing in advanced technologies and high profile sites in order to provide our clients with extraordinary outdoor display opportunities in the area. We have secured a niche offering that is aligned with the digital age of display to continue to increase the reach of our clients.”

In order to provide a highly attractive offering, Face First Media combine the power of digital billboard technologies with new, high profile sites countrywide. LED billboards are available in a variety of sizes in order to provide cost effective advertising. Computer imaging is used to transmit images, and a range of images can be displayed as part of an advertising campaign. Digital imaging is highly visible and vibrant.

The newly launched venue at King Shaka International Airport at La Mercy, Durban, is located at the main entrance to the drop off & pickup zones and parking areas. The high volume of airport traffic travelling to and from the R102 and N2 freeway makes this one of the most desirable outdoor display locations in Durban.

Face First Media specialises in highly visible outdoor advertising technologies in around 160 prominent sites all over South Africa. Our expertise enables us to provide clients with highly targeted sites and clever billboard design to increase their brand visibility.

By: Stevan Wilken, Managing Director

Email: info@FaceFirstMedia.co.za

Tel: 033 413-2439