In the latest survey by the Out of Home Advertising Association of America (OAAA) and Morning Consult, nine in ten adults (88%) notice OOH ads, and nearly 80% of those viewers are inspired to take action. Signage is becoming a powerful medium, redefining advertising goals. A Kantar Millward Brown study found that Gen-Z and Millennials overwhelmingly rejected mobile/web/app advertisements while preferring OOH advertising like billboards. The allure of digital-out-of-home advertising doesn’t end with impact. It is also eco-friendly commercial signage that saves energy and resources. Today, we will explore how adopting LED signage enhances brand visibility while fulfilling sustainability goals.
Why branding needs sustainability?
Sustainability has emerged as a top-priority initiative across various industries, serving as a cornerstone for long-term investment and strategic planning. Consumers have become increasingly environmentally aware and conscious of their purchasing decisions. They are more likely to support brands that demonstrate sustainability and responsible practices. We are not interested in ‘greenwashing’ but in actual efforts and genuine desires to reduce the ecological footprint. According to a 2017 Cone Communications survey, 88% of consumers said they would be more loyal to a company that supports environmental or social issue.
The Role of Commercial Signage in Brand Visibility
Commercial signage serves as a critical touchpoint between your brand and your audience. It’s often the first impression potential customers have of your business. Effective signage not only conveys vital information but also communicates your brand’s identity, values, and personality.
Here are some key ways commercial signage contributes to brand visibility:
Attracting Attention – Well-designed and placed signage can immediately capture the attention of passersby, generating foot traffic and online leads.
Creating Brand Recognition – Exposure to consistent signage reinforces brand recognition, making your business easily identifiable to customers.
Informing and Directing – Signage provides essential information, such as business hours, contact details, and directional guidance, which is crucial for customer convenience.
Promoting Offers and Events – Signs can promote special offers, sales, and upcoming events, encouraging foot traffic and sales.
Enhancing Brand Image – High-quality signage reflects positively on your brand’s image, conveying professionalism and attention to detail.
Eco-Friendly Commercial Signage: A Green Approach to Visibility
Digital signage powered by LED can amplify the benefits of commercial signs while aligning with sustainable values.
One sign, a million adverts
Mass marketing is harmful to the planet. The 100 billion pieces of junk mail delivered annually in the United States generate 51 million metric tons of greenhouse gasses; add 1 billion pounds of waste to landfills and use between 80 million to 100 million trees. On the other hand, billboards or digital signs can disseminate messages to hundreds and thousands, with just one placed in a high-traffic location in your locality.
Digital commercial signs support multiple content formats, allowing you to promote your brand with powerful images, text, videos, or animation. You can generate and control content remotely, changing, updating, and customizing to requirements. An LED sign is a considerably more eco-friendly sign than mass marketing with paper or other perishable material.
Efficient energy use is a hallmark of eco-friendly technology, and digital signs excel at it. LED screens consume considerably less energy. The majority of energy used by traditional lighting gets wasted as heat. LEDs emit very little heat, using up to 90% less energy. Business signs with variable brightness offer dimming capabilities, allowing businesses to adjust brightness levels according to lighting conditions. It saves energy and improves visibility during daylight and in bright light.
The absence of mercury and harmful chemicals makes LEDs an eco-friendly signage option. Mercury is a persistent, bioaccumulative, toxic pollutant. When released into the environment, it accumulates in water. When taken up by animals, like fish and shellfish, it enters the human food chain. Once mercury enters the environment, it remains circulating freely for thousands of years.
Longevity and Durability
LEDs can last up to 25 times longer than traditional incandescent lighting. The lifespan of a digital sign is between 50,000 – 100,000 hours. Unlike traditional signs that deteriorate over time due to weather exposure, outdoor LED signs withstand environmental elements like rain, snow, humidity, and sleet. Their longer lifespan reduces the frequency of replacements, leading to less waste generation and resource consumption.
Digital commercial signage typically requires less maintenance than traditional outdoor signage, which requires frequent cleaning, repainting, or repairs due to damage or weathering. Digital displays are not prone to failure. Built to last, they reduce maintenance needs and the associated resource consumption.
In the digital world, obsolescence results in electronic waste. Digital signs can remain relevant and functional for longer through software updates rather than hardware replacement. They do not become obsolete quickly and help reduce electronic waste.
As the world focuses more on sustainability and environmental responsibility, businesses and organizations must adapt to meet the challenges and expectations. LED-powered digital signage is a win-win-win for brands, consumers, and the environment. Its reduced energy consumption, waste, and pollution add to its sustainability as a future-proof medium. LED signs do not compromise on vibrancy, impact, or functionality, all while reducing its environmental impact. Build your brand’s digital platform for maximum visibility with LED Craft. Engineered by us and designed for optimal visual appeal, our signs use the latest LED technology to be more energy-efficient and environmentally friendly. How energy-efficient is your sign?