Outdoor advertising has always been an essential part of marketing and outdoor advertisements create colour and are part of our everyday world outside. Without outdoor advertisements the streets and boulevards around our neighbourhoods would look quite different and some locations such as New York’s Time Square or London’s Piccadilly Circus would be unrecognizable.

From bill boards to bus stop posters, outdoor advertising is everywhere but it is undergoing a dramatic transformation.

Outdoor digital signage is changing the very look of our high streets, revamping them to look more modern, dynamic and eye-catching.
Digital signage is the use of modern TV screens such as LCD or plasmas, taken out of the home and used for advertising or information purposes.

Obviously, the high street is quite far removed from the setting of the average front room where these flat screen devices were designed to operate so outdoor digital signage has to be completely protected from the elements.
Outdoor digital signage enclosures are often steel LCD enclosures that not only act as a waterproof housing for the digital screens but also act as a protective casing, repelling any attempts to damage the screen.

Now, thanks to the use of outdoor LCD enclosures, digital signage is springing up all over our high street and boulevards. And outdoor digital signage is not only replacing the traditional bill boards, posters and print media we have grown accustomed too but because of it’s colourful, eye-catching, dynamic nature that is visible at night as well as during the day it is also replacing the neon lights, traditionally used for night time signage.

Outdoor digital signage is now being seen as digital posters on walls, digital bill boards on bus stops and street hoardings as well as being implemented for a whole host if interactive applications such as wayfinding.

Digital advertising is changing the shape of marketing by introducing more colourful and engaging imagery which is slowly replacing the traditional methods of advertising used for so many years.

By using flat screen TV devices, moving images can be used to replace the tired static messages used in conventional signage and its not just in indoor locations where digital advertising is creating a more modern and dynamic feel to marketing.

Outdoor digital signage is even more effective than conventional digital advertising because the audience numbers involved are a lot higher than for indoor digital advertising. And with modern waterproof LCD enclosures that house conventional LCD or plasma TVs, embarking on an outdoor digital signage or advertising campaign is not as difficult as you would imagine.

A standard TV, an LCD enclosure and a media playing device connected to the screen to deliver content are all that is required to initiate an outdoor digital signage system.

The LCD enclosure will act as not only a weatherproof barrier protecting the outdoor digital screen from the elements but also will act as protection against any impact or unwanted attention from vandals and thieves.

This simple approach to outdoor digital signage is ideal for those looking to embark on the outdoor digital advertising route but who have concerns about the initial outlay, costs involved or a re worried about leaving valuable electronics attached to an outside wall.

As the outdoor LCD enclosure houses a standard LCD screen there is no large substantial outlay and even for indoor areas, as the LCD enclosure also maintains the ideal condition for a digital display device, especially if there is adequate air flow within the enclosure, the digital screen should last a lot longer than would normally be the case.

Digital signage and digital out of home advertising have become buzzwords in marketing and advertising circles and you may be forgiven in thinking that this new media is the be-all and end-all of marketing.

However, as an advertising media digital signage is not without its drawbacks and limitations especially when you compare it to other forms of advertising already in use.

Unclear ROI

Perhaps the biggest limitation with digital signage and one of the main reasons people are put off investing in this new advertising media is the difficulty in working out a return on investment. Unlike traditional forms of advertising such as directory listings or newspaper advertisements, a quantifiable figure of increases sales can’t be easily worked out. With a newspaper or directory advert you can quite easily discover if the increase in sales stems from the campaign and you can evaluate the increase in profits with the costs of advertising.

With digital signage, things are a little more unclear. With a large initial outlay and with many digital advertising systems on site – it can be unclear if any increase in revenue can be attributed to the signage screens.

Untargeted narrowcasting

Narrowcasting is similar to broadcasting in the way it is viewed. Unlike a TV broadcast that is distributed everywhere and anywhere, a narrowcast system is viewed just by the people that happen to be walking past the screen. And like broadcasting, there is no way of telling if these audiences are part of your target market or not.

However, more targeted advertising can be attained by taking advantage of captive audiences such as those in point of sale queues in-store or by targeting areas where it is likely your target audience will be visiting.

Digital Signage is vulnerable to theft, vandalism and accidental damage

With such a large initial investment, damage, whether it is accidental or deliberate will make the headache of assessing a ROI even more difficult if damaged screens have to be replaced or repaired. However, by ensuring the screens are adequately protected should go a long way in reducing costs of implementing digital signage. Steel protective digital signage enclosures will defend against impacts and vandalism attempts and these LCD enclosures also act as weatherproof systems enabling the digital screen to be used outside as outdoor digital signage.

Digital signage is great method of marketing and raising brand awareness however, one of the biggest drawbacks of digital signage and out of home advertising is the complexity of setting up a campaign and the initial costs involved.

Not only does the content have to be created and uploaded but also the screens have to be installed in protective digital signage enclosures which if it is for outdoor digital signage need to be ensure the TV is waterproof protected too, raising the initial costs already.

In some areas where temperature is a concern the screen also needs to have adequate cooling and temperature control and be kept dust free, all of which can add to the costs of the initial installation

There is however, simpler and more cost effective method of embarking down the digital signage path. A standard TV screen can be installed in an LCD enclosure. These are waterproof, dustproof and manufactured from steel to ensure protection from accidental and deliberate damage.

Furthermore, LCD enclosures contain cooling an airflow system that creates the perfect operating environment for a digital signage screen. LCD enclosures can also house air condition and heater systems so they allow digital signage to operate even in the harshest outdoor locations.

Once installed in an LCD enclosure, uploading content can be relatively simple. Small compact media playing devices can also be housed in the LCD enclosure and are plugged directly in to the screen. Many of these media players now have wireless connections such as Bluetooth or Wifi making it easier to add content at will.

LCD enclosures are also easily mounted and can erected on the wall, ceilings or mounted on pedestals or other floor standing mounts. For those thinking of embarking in digital signage or those wishing to test the potential of this new marketing practice, LCD enclosures make a simple and cost effective alternative to bespoke signage systems and outdoor screens

Digital signage is an effective and cost effective method of marketing made possible by the development of flat screen TV devices such as LCD (Liquid Crystal Display) and plasma.

Because of the flatter design of LCD and plasmas they can be used in a similar way as traditional print media such as posters and bill boards but as digital signage devices can play moving images it means they are more eye-catching and engaging.

Digital signage is also flexible in that content can be altered remotely and screens can be networked allowing scheduled content to be played throughout different times of the day to match the needs of different promotions or audiences.

Where to place digital signage:

Digital signage can literally be placed anywhere that traditional print media has been placed. Even outdoor locations are good areas for digital advertising as more people will pass an outdoor digital signage poster or billboard in comparison to one inside a retail unit. Any outdoor digital signage has to be protected from the elements but waterproof LCD enclosures are readily available to do this.

In choosing locations for digital signage there is only really one rule of thumb and that is should be placed in the most visible location possible. Eye-level is best and in areas of high footfall which makes outdoor digital signage.

What you need for digital signage

Digital signage is relatively simple to set up although some technical knowledge is required to create and upload content however, a good rule of thumb is that if you can post a video online you are skilled enough to upload digital signage content. The basic hardware required for digital signage:

TV screen – Any standard LCD or plasma screen can be used for digital signage and any size too from small compact LCD screens used as digital menu boards to giant screen advertising in places like Piccadilly Circus or New York’s Times Square.

Content – Perhaps the most important aspect of any digital signage campaign is the content. Various content creation software is available to make this easier or specialist companies can produce content for you

Media Player/Network – A device to upload and control the content is also needed for digital signage. This can be a small media player installed with the screen inside a digital signage enclosure or the screens can be networked together allowing you to upload content from a central hub and distribute to all screens.

Digital Signage Enclosure - Ensuring the device is protected and has adequate cooling is essential especially for outdoor digital signage where the LCD enclosure (or plasma) has to be waterproof to defend from the weather.

One of the greatest advantages of digital signage compared to other advertising media is its flexibility and the ability to target captive audiences. A captive audience, as the name suggests is an audience that can’t get away from your message and there are many areas in our day to day to lives where we become a potential captive audience, ideal for directing specific marketing messages, depending on where the audience is captive:

Point of sale – one of the most effective areas for digital signage in retail is point of sale. Whilst it could be argued that when somebody is queuing to pay for their items they have already completed their shopping, research shows this is not necessarily the case. Supermarkets have known for a long time the power of the point of sale, placing as they do confectionary near by to act as a temptation sale. Digital signage can work in a similar way displaying messages tailored to the point of sale customer.

Public Transport – perhaps the first industry to realise the potential for digital signage on captive audiences was the transport sector. Buses, trains and even taxis have fitted digital signage screens to act as both entertainment and advertiser for transport passengers. The transport industry also managed to find innovative methods to ensure no loss of return of investment by contracting out the digital signage to advertisers who supplied the hardware and content, providing no initial outlay for the bus and taxi companies.

Petrol/Gas Stations - Another great area for taking advantage of a captive audience is the petrol pump. Another great aspect of petrol pump digital signage is that you already know something about the audience – they drive so many gas top digital signage display marketing message for automotive or car related products. Often some consideration has to be given to ensuring the LCD monitor is not going to create  a hazrd with the petrol fumes. the European ATEX (explosve atmospheres)  guidelines govern such installs.

Lines/queues - another use of outdoor digital signage is in queues and lines at theme parks and other amusements. Not only can these systems help entertain the people waiting for rides and attractions, therefore preventing agitation, they can also market products directly to this captive audience.

A lot of people in the digital signage industry often forget that there are more used for digital out of home media than just advertising. Obviously advertising was one of the foundations for this burgeoning industry and is still a large part of the digital signage industry.

However, more and more alternative uses for digital signage are springing up all the time and many of them have important and potentially life saving applications.

Because of it’s flexibility in being able to display content uploaded centrally on a networks, really important information is being able to be relayed to the public, particluarly in outdoor areas where outdoor digital signage is providing some useful services:

Wanted criminals
One useful application that law enforcers are beginning to use digital signage is in displaying pictures of wanted criminals. The great advantage of digital signage is that the traditional mugshot can be beamed onto screens across cities, counties and even states. Traditionally police forces have had to rely on TV and print media for this kind of appeal but with digital signage there is no need to only rely on those that have read the paper that morning or seen the TV news as anybody passing the digital signage screen will be able to see the wanted images.

Missing children
When children go missing, swift and speedy appeals for help are vital. The quicker a picture of a child and appeal goes live the higher chance the child will be discovered. Whether it’s a runaway or an abducted child, speed of appeal is of the essence and with digital signage, especially outdoor digital signage there is no need to wait for the local paper to go to print or the local news to start its bulletin.

Emergency messaging
Following some high profile gun related incidents at American colleges, universities and even military barracks, criticism has often been centred on the lack of information of what has and is occurring on the campus or military grounds. Warning those that use the site that there is a potential danger could have save lives and digital signage has been indicated as being an effective method of warning of such incidents.

The use of screens for advertising and signage is transforming our high streets and shopping centres. No longer is digital signage just found in indoor locations as more and more outdoor campaigns are springing up all over the place.

In many areas, outdoor digital signage is quite straight forward to install. An outdoor LCD enclosure or other housing for the screen will protect the LCD (or plasma) from the effects of rain and also provide some security for the unit.

However, in many locations some extreme temperatures are reached in the winter and summer months with sub zero temperatures and scorching sunlight a problem for many LCD screens and outdoor digital signage systems.

Sub Zero Digital Signage

The extreme cold can cause problems for signage screens. Any moisture or condensation that develops inside the LCD TV will expands when temperatures drop, this can cause permanent damage of the electronics of any TV system.

Unfortunately condensation inside electronic devices is almost impossible to prevent, even by using a restricted breathing enclosure (completely airtight) . However, you can prevent this condensation from freezing by ensuring there is a heater system inside the LCD enclosure.

Often in areas that experience seasonal dips in temperature, outdoor digital signage systems are fitted with automatic thermostatic controlled heaters.

Screens under the sun

When it comes to extremely hot temperatures and direct sunlight then protection becomes rather more complicated. Heat is a constant problem for any digital signage system. Even an indoor unit will need some air flow system to carry away heat from the components.

However, in locations where the ambient temperature is also very high, multiple air flow systems have to be installed and even air conditioning for extreme heat.

The sun too can cause problems for LCD and plasma screens. Direct sunlight will cause glare, preventing the screen from being read it can also cause hotspots that can permanently damage the screen.

Anti-glare glass is often used to defend against sun glare whilst an air curtain that sends a flow of air across the TV screen prevents damaging hotspots from building up.

With such an excitable atmosphere around the digital signage and out of home advertising industry it is forgivable for people to assume that using LCD TVs for the purposes of digital advertising is an easy method of generating business.

However, implementing digital signage is not straight forward and the process is riddled with pitfalls. However, that is not to say that digital signage can’t be an effective and practical method of marketing if it is done right.

One of the most common mistakes people make when embarking in a digital signage is erecting the screens in the wrong place. No sign, digital or otherwise, is any good if nobody sees it.

One of the most common mistakes is erecting the signs too high. While a TV hanging from the ceiling may allow more wall space but often people will walk underneath without even looking up.

To get the most out of digital signage it has to be ion the right location, preferably at eye level. However, there are several areas where you can maximise the effectiveness of it:

Captive audiences

Anywhere where you have a captive audience is a good place for digital signage. Point of sale, waiting rooms, receptions, and even petrol pumps (gas stations) are great places for an LCD screen. Even if somebody has little interest in your message, if they are in a queue or having to wait they will more than likely watch whatever content is before them.

Outdoor digital signage
A great way of increasing the potential number of people that see your message is to take the screens outside. More people will walk past a building a see outdoor digital signage than are ever going to walk through the doors and while many of these people won’t be interested in your message several will.

Any screen erected outside will need to be protected though but an outdoor LCD enclosure is a cost effective and simple method of implementing outdoor digital signage as they are completely weatherproof and can house virtually any standard TV device in the secure steel enclosure.

Sale, sale, sale! It seems no matter what time of year you walk down the high street, there are hundreds of stores with signs outside proclaiming sales and special offers. And yet, how often do you ever find yourself compelled to go into a shop just because they have a sale sign outside?

The truth is, traditional print signage is not very effective at all anymore, we are too desensitised to signs proclaiming sales and special offers that we consciously, and sub-consciously tend to ignore them.
Outdoor digital signage is far more effective at delivering messages. Moving images, brightly coloured content and even sound are far more engaging and captivating to an audience than a static image.

Outdoor digital signage is still a novelty and even though it is expanding and increasing in prevalence it is unique enough to grab people’s attention. It is also far more flexible a medium to work with.
Any change of sale items or promotion can be changed centrally which means if there are multiple stores all promotions can be altered at once.

Another great advantage of outdoor digital signage is that content can be altered for different times of day to meet the requirements of say the commuter run, compared to the midday shopper.

There are some disadvantages to suing outdoor digital signage though. Keeping the screens dry and at the optimum operating temperature can be a challenge but outdoor LCD enclosures now make the erection of a TV (LCD, LED or plasma) in an outdoor location a lot more straightforward.

Outdoor LCD enclosures not only weatherproof standard off-the-shelf display devices but also ensure the optimum operating temperature inside the enclosure so the screen will continue to operate in extreme heat and cold.

Many are also solidly built from steel offering protection against impacts and vandalism, vital for any outdoor digital signage left in unmanned or public areas.

One tip when looking for an outdoor TV enclosure is to ensure it has been built to either the USA or European standards such as NEMA 4 or IP65.