Outdoor electronic billboards and other forms of Digital Out Of Home (DOOH) marketing are an excellent way to maximise your reach over an entire day. It gives you the flexibility to change your message regularly, and overall, it is a greater return on investment than most outdoor marketing methods. In addition, given that we live in such a digital age, it is the most modern and on-trend form of advertising that is rapidly gaining popularity.
Understanding the difference between digital and conventional billboards and knowing key factors to consider when choosing to go for outdoor electronic advertising will help you decide if it’s the right choice for your business.
The Difference Between Traditional And Electronic Billboards
Both forms of electronic advertising hold sufficient merit – comparing them in key areas can help you make the right decisions regarding outdoor marketing.
Content Flexibility: A digital billboard can show a whole range of motion content that can be changed regularly. It can even convey several messages or advertise for many businesses – making it an excellent choice for property owners who rent out office and retail spaces. However, this means that your messages are allocated specific timeslots. While a traditional billboard shows a static image that is visible at all times, however, it needs more planning before it is replaced.
Appearance: Where conventional billboards sometimes deteriorate over time subject to weather conditions that can cause them to fade and peel, digital billboards will withstand the test of time and remain bright and bold. However, they can be subject to electronic faults if left unmaintained.
Scheduling: Focus your marketing in a more targeted way by advertising at peak times with an electronic billboard. Changing an advert can take a matter of days instead of a traditional billboard that needs more planning before it can be replaced. A conventional billboard conveys a static message, so placement is imperative.
Cost: A vinyl billboard design and installation are usually charged once-off, a monthly rental fee is implemented with further costs for maintenance and replacement. A digital billboard is often more expensive to install, but it eliminates printing costs and advert replacement requires very little labour.
Factors To Consider When Choosing An Electronic Billboard
Location: Your intended audience will determine the ideal location for your advert. If you want to reach a wide range of customers and have the option of measurable peak times, you must consider placing it near a highway or main road.
If you want to speak to tourists and have a more lifestyle-oriented message to convey, consider putting it near hotels and commercial properties.
If your target audience is younger or working-class citizens, your placement should be near schools, universities, or office parks. And if the purpose of your advert is to draw clients to your place of business, then it wouldn’t make sense to place it very far away.
Installation Restrictions: Certain conditions might affect the viability of your installation. Cable management, potential security issues, accessibility for transport of equipment must all be previously thought out.
Brightness And Temperature Management: Consider your contrast ratio for a good quality image, especially on sunny days. Increased brightness will allow maximum visibility night and day.
Temperature regulation is essential – if your display gets too hot, it can permanently damage the liquid crystals in a process known as isotropic blackening. Consider internal air conditioning to protect your electronic components and external temperature regulation – whether natural or artificial to protect its display.
Atmospheric Conditions: While digital billboards are often more durable, you’ll want to avoid areas of extreme temperatures and weather conditions, excessive rain or snow and humidity that can cause corrosion and equipment malfunction.
Outdoor electronic billboards are an excellent and effective form of communication – keeping up with today’s faced-paced technological advancements. Implementing outdoor electronic advertising as a part of your marketing strategy can significantly improve your reputation with the general public. It is one of the most relevant, modern and eye-catching forms of advertising available today.