Out-of-home advertising is massive in the United Kingdom, reaching a stunning 98% of the population each week. This type of marketing refers to any visual advertising media outside the home.
And when it comes to out-of-home advertising, few approaches can match the effectiveness of digital signage. So powerful is this strategy that, by 2026, the digital signage market size is expected to surpass $32 billion globally.
Today’s post tells you all you need to know about digital advertising as a business strategy. In particular, we look at how to go about implementing a robust digital outdoor signage campaign for your business.
Read on to learn more.
What Is Digital Signage
Also known as dynamic signage, digital signage refers to an electronic display meant to advertise content or broadcast data. Digital signs can be found in private and public places, including restaurants, retail outlets, and corporate environments.
Both outdoor advertising and indoor advertising can make use of digital signage. In this guide, we focus solely on digital outdoor signage.
What Types of Digital Outdoor Signage Are There?
Generally, there are three categories of digital outdoor signage. Let’s look at each of them closely.
LCD
LCD technology is most widely used for indoor signage applications. However, LCDs can also be used outdoors, provided protectors to safeguard them against harsh weather. Generally, LCDs are preferred for their affordability and high resolution.
Projector
This approach entails projecting text or images to a large surface, such as metal or stone. Projectors can be used just about anywhere and are quite easy to install. Users love them for their ability to cover a large surface at an affordable cost.
LED
LED signs are large, durable, and remarkably bright. They can offer multiple programming options and work excellently outdoors.
Why Choose Digital Outdoor Signage?
Every business looking to create an effective advertising strategy can benefit from investing in digital outdoor signage. How? Here are four ways.
It Guarantees High Reach Volume
Outdoor digital signage is remarkably effective when it comes to reaching the public. Its reach volume surpasses that of social media, besides that of all other forms of outdoor advertising.
You Can Broadcast Multiple Messages
Another huge benefit of digital signage is that the same sign can display many different messages at different times during the day.
Thus, a potential client may see one advertisement in the morning when driving to work and a different message on the way back. That means that you have an opportunity to market multiple campaigns on the same sign.
Engagement Levels Are Higher
Digital outdoor signs create powerful impressions on people who see them. A lot more people are likely to recall seeing an LED supply than seeing a static sign. They’re also likely to spend more time gazing at a digital sign than a static display.
The high engagement level afforded by digital signage is more likely to translate to more sales.
Managing Digital Signage Is Easier
Trends in marketing change at high speeds. That’s because consumers’ needs and preferences are always changing.
With digital marketing messages, you can swiftly implement changes to accommodate new trends. Static ads can’t accommodate changes on the move.
Tips for Implementing Outdoor Digital Marketing
Now that you’ve seen how digital outdoor marketing can benefit your business, you may be interested in giving it a try. Here are a few tips to ensure success.
Start by Drafting Your Ideas on Paper
You already know what you want to communicate to your target audience. However, the visuals may still be sketchy. Try to work your design ideas out on a sketch pad to give your design team a clearer idea of exactly what you’re looking for.
Of course, you can still use design software to experiment with various design elements. The goal is to clarify what you can and cannot accomplish with your digital signage.
Choose a Suitable Colour Palette
Colour will play a massive role in the aesthetics of your overall digital content. You’ll probably want a design that contains a pop of colour to make everything stand out. However, be careful not to go overboard and overwhelm your audience.
Pick the Right Words
Copyrighting plays a huge role in the overall design of your digital signage. The most important thing to remember is readability.
Keep things short and concise. Clients have no time to read paragraphs when they glance at your sign.
Remember to include a clear call to action.
Develop a Layout
The layout you choose determines which elements will occupy the focal point. Consider the type of signage you’re thinking of as you choose the layout. Layouts will differ depending on whether you’re considering a window display, digital menu board, or kiosk.
The key thing is to ensure that the layout suits the font size, the number of words you’re considering, and other essential ad elements.
Keep Visuals Strong
The primary reason you chose digital signage is because of its primary strength: visuals. Therefore, you want to capitalise on this to ensure your message gets home.
Ensure there’s enough space for both the videos and static images in your design. That’s because these are the two elements that will capture the audience’s attention the most. Mixing up various types of visuals ensures your content is dynamic.
To elevate your overall design, ensure that the images and videos of the products in your design are of the highest quality.
Take Your Marketing To The Next Level with Digital Outdoor Signage
Digital outdoor signage is one of the most powerful ways to promote your business. Its high reach volume, ability to broadcast multiple messages, and engage clients better make this approach worth the time and resources you put into it.
Are you interested in professional help in your digital marketing efforts? Please, contact us today and learn how we can help.