Out-of-home advertising has the lowest CPM. It isn’t just budget-friendly; it reaches audiences at a mass scale with contextually relevant messages shared at the right time. Recently, it hit new revenue high. OOH advertising revenue increased 20.7% in 2022, accounting for $8.6 billion.
Businesses and organizations have taken note of how OOH gives local, regional, and national brands the power of proximity to deliver relevant messages directly to target consumers. LED signs leverage scale and impact like no other form of OOH advertising. So, what do you need to know when purchasing a sign?
Requirement
What is your desired goal? Is it wayfinding, advertising products, or a message board? Some signs can be all three. There are different types of signs designed for different purposes. Is it going to be installed indoors or outdoors? How large should it be, and what content will it show?
Organizational context is also relevant. Is it for a business looking to attract customers, a school for making student/parent/staff announcements, a church keeping its congregation informed, or a government institution communicating with the locals?
The size of the sign, your target audience, and the purpose decide the pixel matrix, pixel pitch, resolution, viewing angle, and viewing distance of the sign. Whichever sign you use, it should be high-quality to be optimally effective. Readability, visibility, and functionality are crucial.
If you want to advertise a product or service to motorists on a highway, you require a billboard-type sign, and if you want your organization’s name to be more prominent to passing traffic on a local road, you may need a monument sign that sits at the eye level. If you are advertising products inside a store or at the storefront, you can choose a video wall for maximum effect.
You can achieve multiple goals with an LED sign. A digital display can disseminate multiple contents like images, videos, and text. These may be advertising screens, PSA announcements, employee announcements, and interactive screens. Getting a clear idea about their purpose, placement, and target audience will help you decide the best LED sign.
Budget
Did you know that consumers spend more than 70% of their awake time away from home, but OOH advertising accounts for only 5% of the average marketing budget of American companies?
Your marketing budget should have a prominent place for LED signs. It is a proven fact that they increase sales. However, we understand every budget is limited, especially for small businesses, organizations, or communities. There are several ways to trim the cost.
To be precise about your budget, identify what you are trying to achieve with your sign. Are you introducing your brand? Do you want to drive consumers to a physical location, website, or to your social media? Once your goal is clear, it is easier to pinpoint your budget.
One of the most cost-effective strategies is to buy your sign from a full-service sign company. It means they provide end-to-end services without the need for outsourcing or third-party costs. Choose a company that designs, manufactures, installs, and maintains their products.
To maximize ROI, ensure your sign company offers up-to-date and reliable Traffic Count & ROI Reports. It enables you to choose strategic locations that optimize impact. If you are unsure what type of sign you need and whether your budget can afford it, refer to a sign company that provides expert consultation. Manufacturers who have been in the industry for years have a wealth of knowledge they have gathered servicing a diverse range of clients. Make sure you choose a trusted provider.
An established sign company can offer flexible financing options to buy your sign. It helps you to choose high-quality signs without compromising your finances.
Content
LED signs can display multiple contents. Some are Channel Letters or Push-Thru letter storefront signs, while others are video walls for playing short videos and slides. On-premise signs like Channel Letters or Light Boxes are essential to branding and wayfinding.
Digital signs on the other hand, offer versatility to display images, changing text, and videos. These messages are customizable, and you can choose which messages appear when. You can keep your branding and advertising updated and relevant without replacements with digital signage. Sometimes, you can combine static signage and digital display on a monument sign.
Placement
Is your LED sign going to be an outdoor or indoor sign? If it is an outdoor sign, consider the environmental conditions you anticipate. The enclosure design must resist water, dust, humidity, rain, and snow. Ask your vendor about thermal management solutions and your sign’s ability to maintain LED temperatures within a narrow range it will operate in. Washed-out colors and poor image quality in outdoor signs will attract negative attention. Make sure you have the right pixel pitch and controlled brightness for the viewing distance.
Signs made for close-up viewing should have a smaller pixel pitch, sharp images, and brightness compatible with ambient lighting. Both indoor and outdoor signs should have deep contrast for easier text reading.
Inquire about permission. Some localities may not allow digital signage. Different towns have specific regulations about the type or size of outdoor signs you can put up. The location you choose, such as rooftops, roadside, or intersections, may also be subject to zoning laws.
You can also apply for a variance to the existing code if the law prevents you from installing a sign. A good sign company will know the local regulations, where the restrictions exist, and in what form. They will assist you in applying for a permit if required.
Dimensions
Although it may sound straightforward, it isn’t always the case. Signage is an iconic marketing tool that does not fail when carried out to precision. Signs should be visible, readable, and eye-catching. The dimensions usually decide its visibility to your target audience. It requires mathematical accuracy and statistics-backed specifications.
Do you want your sign visible to an entire football field, passing traffic, or customers at the checkout? Usually sign companies that manufacture their own signs have this information and will be able to provide you with specifications that will make your sign hard to miss. Don’t forget to incorporate your sign with high-end graphical content to make it vibrant, creative, and attention-grabbing within seconds. An impactful sign has both build quality and visual quality.
Maintenance and servicing
Your purchasing decision should be a sustainable one. Larger LED signs mounted on hard-to-reach places need professional maintenance services. Routine maintenance and servicing are paramount for your sign to work to its maximum potential without glitches. Learn how often your sign needs calibration and whether it needs professional servicing. Image quality should be consistent and long-lasting. The longer you receive maintenance services, more reliable the vendor is.
Conclusion
Today’s LED signs are more versatile than ever. Digital signage offers a dynamic mix of on-premise signs, billboards, and digital displays. These considerations will help you decide the best LED sign for your business or organization to hyper-target and tailor to specific locations. LED Craft offers solutions every step of the way. Call us today, and we can help you make smart purchasing decisions that achieve desired goals.
