Why outdoor advertising needs the digital touch

Traditional advertising served marketers well for centuries. Now, digital technologies dominate all other marketing. However, with outdoor advertising pivoting to digital, it is experiencing unprecedented growth. Digital is renewing the appeal of traditional marketing. Here are all the reasons your out-of-home advertising needs the digital touch.

More info at a glance

Static signs can convey only limited information. Digital signboards can display more with sliding screens or scrolling letters. These also keep the information updated remotely. When closing your business for a few days, a digital sign can announce when you re-open and details to get in touch. You can even announce when you plan to close in advance. With greater visibility, passing motorists and pedestrians will see your updated information.

Bringing the visual factor with images and videos

While LED lightboxes and monument signs fulfil their wayfinding mission, digital signage offers the versatility of multi-format advertising. Visuals are more impactful and memorable. The brain processes visuals 60,000 times faster than text. They capture attention, increasing the time audiences look at your sign. These also give a better idea of the product or service you are selling. Research suggests short video content triggers an emotional response, the first step to engagement.

The crumbling of the cookie

Third-party cookies are phasing out from browsers. These improved and personalized the ad experience on websites using user data. As a result, marketers will now have to refocus on traditional media like OOH advertising. Digital outdoor advertising has more flexibility for hyper-targeting. They can offer a more localized and customizable ad experience for immediate relevancy. Is it raining? Umbrellas, raincoats and hot chocolate can get a promotional boost. Is it evening? It’s time to put out your Happy Hour deals.

Scan for more

The QR code is a game-changer. You can use these squares to redirect audiences to URLs or social media, to read more information, for customer surveys, download apps, see contactless menus and for giveaways. Utilizing digital signage for QR code scanning is versatile and cheap. You can replace codes and make changes with ease.

Programmability

It’s essential to keep messaging relevant to improve engagement. Digital Out-of-Home advertising is programmable. Signs can display a pre-designed sequence of messages. Targeted and tailored for specific times of the day and audiences, these may be for the morning traffic, school runs, late-night motorists and weekends. It ensures your sign and its messaging remain relevant throughout the day. It also removes the need for human intervention, which can cause delays or errors.

Credibility concerns of online advertising

Returns of online ads have come under scrutiny due to platforms controlling both the ad inventory and its performance. Ad fraud is a widespread concern marketers face. It includes click and impression fraud, ad stacking, domain spoofing, and bot use. Digital outdoor ads, on the other hand, bring real-world results in real time.

How to mix and match LED signs for your business

Businesses need a variety of signage to capture attention and attract customers. The classic lightbox, channel letters and monument signs are indispensable. Incorporating digital signage in the form of mobile signboards, transparent wall displays, video walls, and ancillary monument signs gives businesses a more versatile advertising platform.

Optimal functionality in digital signage by LED Craft

Digital signs give businesses the potential to tap into real-world marketing. These perform various functions, from running multi-format ads to driving traffic to URLs and social media. And there are several reasons why DOOH advertising continues to grow, from credibility to cookie decline.

LED Craft builds all outdoor and indoor signs for every industry. Our signs deliver maximum visual impact with high specs and the latest LED technology. Use our consultation service to design and custom-create a sign for your business today. Explore our financing options.