Go digital! Reasons why it makes so much sense to transform a static billboard into a digital billboard
In several cases U.S.A. anticipate all the other countries in technological evolution and application of new technologies into business. We are talking about one of these cases when it comes to digital billboards. In this post we would like to write in a few words about the basic motivations why it could be extremely interesting and profitable to place a high-quality and reliable LED screen in a high-frequency advertising location. First of all LED displays are designed and manufactured for PROFESSIONAL, CONTINUOUS USE. They are able to operate 24/7 for up to 100,000 hours (around 11 years). They are perfectly visible under direct sunlight and at night they can be dimmed down to low levels of brightness without picture quality loss. Exactly like a PC monitor they can reproduce any kind of files with almost unlimited capacity. We mean this is about TOTAL FLEXIBILITY. Digital ads can be sold by second, minute, hour, day, week, month, year. They can last seconds or minutes. They can be changed real time, via the internet, for special offers, product changes, breaking news or simply because that specific type of commercial did not bring expected results. Rotations and visualizations are guaranteed by logs and monitoring of display performance. If there is more than one screen networked, the same or different contents can be visualized, to deliver, address and target the message to local, regional, national and/or international audience, depending on the locations involved. This will always be the most DYNAMIC MEDIA. Static pictures can be re-produced in high definition and made visible in any light conditions. The digital billboard can also display animations, to catch drivers and pedestrians’ attention. For very special occasions, even live video might be a valid promotional tool. It goes without saying that static pictures, animations and live video can be mixed, overlaid and matched with information of public interest like weather forecast, traffic report, breaking news, clock and temperature. Can we not sum up all the above by saying that this is real targeting, anticipation and customisation? I.e. the core of modern advertising communication. Here we go with next essential element, the COMPATIBILITY WITH OTHER CAMPAIGNS. With LED screens you can now conduct a seamless campaign, the same ad that the consumer watched roadside on the way home will also appear on the monitor of his/her computer, smartphone, tablet, TV set and also at the supermarket, station, airport or anywhere else crowded. LED displays for advertising are today the ideal solution for “call-to-action”. On the other side total flexibility could convert into top EXCLUSIVITY too. Digital billboards as a matter of fact might as well be utilized for the promotion of one only brand, in general or for a specific category, to the benefit of the big spenders that will always want to be linked to relatively new, dynamic, unique, high-impact media. But without any compromise with the fundamental PUBLIC FUNCTION of LED billboards. Variable messages become an incredible opportunity for governments to establish a direct connection with the citizens – apart from obvious advantages with fees and taxes advertisers and agencies pay for licences and permits. Money talks. When it comes to overall business profitability (again both for public and private sectors) let’s take a quick look at some figures coming from different market researches in America: 94% OF PEOPLE PASSING DIGITAL BILLBOARDS CAN RECALL THEM WHILE ONLY 43% CAN RECALL STATIC BILLBOARDS; 75% OF PEOPLE ASSOCIATE DIGITAL BILLBOARDS WITH: “COLORFUL,” “HIGHLY-NOTICEABLE,” “VISIBLE,” AND “DYNAMIC”; SALES INCREASED 107% FOR PRODUCTS SHOWN ON DIGITAL BILLBOARDS AND 54% ON STATIC BILLBOARDS; PROFIT MARGINS ON DIGITAL BILLBOARDS CAN RUN AS HIGH AS 70%, WHILE STATIC SIGNS HAVE CLOSER TO 45% PROFIT MARGINS; AFTER INTERNET, OUTDOOR IS THE FASTEST GROWING ADVERTISING MEDIA, WITH REVENUE INCREASE OF ABOUT 10% PER YEAR; AVERAGE COST FOR 1000 EXPOSURES: NEWSPAPER ADVERTISING – $7.39. TELEVISION ADVERTISING – $6.26. RADIO ADVERTISING – $5.47. DIGITAL BILLBOARD (HIGH QUALITY AND LONG LIFETIME) – $1.80; DIGITAL BILLBOARDS CONTRIBUTE 0% TO INCREASE IN CAR ACCIDENTS.