Post-pandemic, out-of-home advertising is buzzing with new life. People are spending more time outdoors. After over two years of only virtual connection, people have a new found desire for real-world experiences. The pandemic has also given us a new perspective on local relevance, as experiences and circumstances differ from one community to the other.
According to a report by Allied Market Research, the global DOOH market will reach $8,393 million by 2023. So, do you want to know the top 10 reasons why businesses find LED digital billboards a key player in marketing?
Cost-effective
Out-of-home advertising has the lowest cost per thousand impressions (CPM) of all traditional media. The average CPM is around $5. It also offers strategic high-value placements that ensure your target audience is inevitably exposed. Add to that the benefits of LED technology, the most cost-effective lighting solution, perfect for large billboards, and you are looking at a pocket-friendly choice that trumps other options. LED displays save up to 90% of energy and will keep your energy bills at modest levels.
Long-lasting
LED modules can last a whopping 50,000 hours. That makes up 5.7 years if your sign was on for 24 hours a day. LED signs are also environmentally rugged, which makes them perfect for outdoor use. Your billboard will withstand rain, snow, wind, dust, and humidity.
Unlike neon signs, which use a glass tube to store rarefied neon or other gases, LED signs use durable plastic. They also do not contain gases. LEDs are less likely to break or explode. Light-emitting diodes also do not heat up like other lighting sources, keeping your sign relatively cool and safe.
Customizable
It is one of the most valued benefits of LED signs. Digital billboards are programmable, which means the content is flexible. You can change content in real time. You can adjust messages based on traffic volumes or weather and respond to evolving local market conditions. For multi-location businesses, the ability to tailor messaging by neighborhood or store is crucial.
You can keep your billboard relevant and updated. The process only requires content management software that doesn’t require specialist knowledge. You can renew and refresh content on the same sign without taking down or replacing it.
Increased visibility
According to Harris Poll OAAA, 55% of urban consumers notice OOH ads, and 34% make purchasing decisions influenced by the ads. More motorists show heightened receptivity to OOH while driving on highways (83%) and local roads (82%).
Digital signs have an advantage over other mediums when it comes to visibility. They are uncluttered, and unlike ads on social media, web pages, or TV, consumers cannot skip them, block them, nor find them fraudulent. The power of billboards to attract attention stands the test of time.
Digital billboards do not suffer from ad blindness that static billboards suffer from. We are so accustomed to digital content, in the absence of it, we are more likely to stare down at our phones. Real-life digital content draws attention away from the phone.
Low maintenance
Digital billboards are extremely low maintenance thanks to LED technology. This reliability helps you make bold decisions. When you commission a giant billboard and mounts it on the face of a building, rooftop, or at a stadium, the last thing you need is the trouble of taking it down or dismantling it for repairs. The longevity of LED sign technology assures you a hassle-free run.
However, routine maintenance to keep your sign in perfect order will ensure the brightness, resolution, and pixel pitch remains impeccable. Always choose a sign company that provides maintenance services.
Brand exposure
DOOH does not use algorithms like online marketing. A digital billboard paves the way to discover brands that do not fit a consumption pattern. Consumers can stumble upon a whole new brand entirely unfamiliar to them. If you are a local brand or organization, you will be speaking directly to your target audience.
Offline marketing also ensures that your brand or product maintains a physical visible presence continuously, thereby becoming memorable and piquing curiosity. Almost 82% of viewers can recall a digital out-of-home ad they saw over a month ago.
Those who see your sign morning and evening on their daily commute will unconsciously become familiar with your brand. You can also build post-exposure connectivity and engagement with a call to action. A social media handle or a URL can bridge the offline-online divide.
There is a bigger chance of people engaging with your brand via a billboard than a YouTube advert they wait five seconds to skip or a print ad that does not even register.
Eco-friendly
Unlike print media that gets discarded or lighting signs that consume more energy than required, digital signs are more environmentally friendly. They are energy-efficient and recyclable. Their lower heat emission means less energy is wasted through heat. LEDs do not use mercury, lead, argon, or neon, therefore not hazardous to the environment.
LED screens have controllable brightness, which means you can save on power consumption based on natural lighting conditions. They also last longer, which means you will not have to buy more of them sooner, which in return minimizes their production.
Higher ROI
For every dollar spent on OOH advertising, it returns $5.97 in ROI revenue. Billboards generate strong ROI. No other OOH advertising can grab the attention like digital billboards. Businesses experience high ROI with the use of location data. Data geo-location captures leads to optimal site selection and media buying strategies. Foot traffic and mobility data help advertisers identify areas with the highest densities of specific customer segments. They can make data-driven decisions vital to ROI. DOOH is also measurable.
Utilizing the right tools, marketers can track, isolate, and compare the performance of digital billboards. They can assess offline-to-online conversions, measure ROI, and optimize campaigns in real-time to produce better results.
High-quality content
Colors that pop, sharp images, and video content immediately attract attention in the real world. Online ads usually accompany text-heavy, image-strewn web pages that can distract you. We already see reduced effectiveness of online ads due to “banner blindness” and digital device burnout.
Billboards have simple, uncluttered designs. Dynamic digital content is eye-catching and has the power to stop people in their tracks. All you need is high-quality digital billboards and high-end graphics.
Digital signage is about visual impact, and with the possibility to get your advertising message across in all formats, you can be as creative as you like. Another advantage of digital signs is the potential for storytelling. You can create compelling and engaging messages that appear in sequences.
Versatile
With programmatic DOOH, brands can launch campaigns on the fly. You can modify, pause, and resume ads. Choose which advertising message will appear and when. These can align with the time of the day, weather, audience numbers, and stock movement. You are also able to control content remotely.
You could advertise hot drinks, food, or raincoats when there’s rain. Advertise free giveaways when you need to shift excess stock or announce a freebie, like free roses for all Valentine’s Day reservations at your restaurant. Digital billboards give you the versatility to keep your advertising message relevant.
These can also be mobile. LED billboard trucks can drive around in a specific area where your target audience is. Adding a QR code to the screen will increase engagement and maximize ROI.
Conclusion
Digital billboards are not just a Times Square phenomenon. They bring location-specific, time-specific, and audience-specific messages directly to an audience. Their dynamic content provides immersive and memorable experiences that turn into sales. No other out-of-home sign option offers brand exposure like digital billboards. Are you renting a local billboard, or do you own one to run ads? Discover how LED Craft has built and designed premium-quality billboards for industry leaders. Request a consultation with us today.
