Outdoor Advertising Today
When Harvard Business School took a deeper look into how successful traditional advertising techniques are in a hi-tech digital wonderland, the results were surprising to many. While social media marketing achieved plenty of momentum for businesses, their brand development abilities received a decidedly average C grade. In contrast, products that attracted customers through traditional media, such as billboards, not only stuck in the memories of viewers far longer, but also generated plenty of momentum. For businesses looking to get people in the door, electronic displays are bright and bold enough to capture attention from a distance. And, the practical needs of displaying real time data can now be fulfilled with integrated systems that generate revenue through vivid content marketing.
How Do Businesses Add Value to Tried and True Techniques?
Urban hubs, such as Times Square, shimmer with digital billboards and screens that have become a ubiquitous and even cultural part of life on the high street. They often win front-page headlines in the world’s major newspapers, too. The recent billboard-based debate between atheists and creationists is a case in point, revealing that with enough creativity and newsworthiness, outdoor signage has the potential to leak into word-of-mouth advertising and even the news. The question of if and why outdoor advertising works doesn’t have a simple answer, though.
The Harvard Business School study certainly turned up excellent results for tried-and-trusted marketing techniques, but it also pointed to the fact that, in the world of digital signage, it’s not what you use, but how you use it that matters. More than ever before, the information age is leaving clients so overwhelmed with data that it has become difficult to attract their attention. The lesson of the era is that traditional methods pack more punches overall, but the stars of the show are billboard campaigns that are relevant. At the same time, signage is receiving increasing attention as a way to build a strong brand. Electronic displays are no longer a basic (and dull) way to inform and attract passing trade—they beat every other option in terms of price, contributing to brand identity, and being almost indestructible. These facets are almost entirely satisfied by LED, which radiates enough light to withstand the gloomiest of days, while giving businesses the flexibility to bring more value to consumers through changeable broadcasting.
What’s New for Electronic Signage?
It’s easy to think that the latest and greatest new developments in electronic signage come from its new capacity to interact, animate, and screen full-color films. Under the surface, though, the true power of digital banners lies in their capacity to generate return on investment through native marketing. The concept of native ads is tailored around consumers’ growing dissatisfaction with obvious, sales-y advertising techniques. That wheel needs reinventing, and content marketing is one way to engage clients in a way that builds more profits. Digital signage automatically grabs the attention of passers-by, and if it manages to entertain, it becomes a welcome distraction from day-to-day commutes. By offering advertorial-like content that links indirectly to your product, billboards can pick from an entire toolbox of engaging content marketing tools, from celebrity guest appearances to brand sponsorship of festivals. A digital display intended as signage can now morph daily into a content marketing tool that attracts customers by adding value to constantly evolving offers.
How Has Outdoor Advertising Evolved?
In the old days, outdoor advertising was limited to huge, static poster boards dotting the highways and byways of the world. Today, digital displays have been revolutionized, offering bold, high contrast visuals capable of delivering information in real time. This has made the electronic display a distinctly practical tool for businesses needing to constantly update information remotely. The old-fashioned billboard’s eight-sheet dimensions were one of its greatest drawbacks, bogging down the creativity of advertisers while making it easier for consumers to filter out unnecessary information. Contemporary ribbon displays, pitches, marquee boards, and Dasher units have added enough flexibility to make branding potential limitless. Engagement has become one of the buzz words of the current era, and for good reason. Interactive business environments that win consumers’ attention attract returns, which have underlined the need for fully-formed marketing campaigns with multimedia elements that work together to create value. A series of digital signs that make creative use of context, position, and participation, takes advantage of modern advertising’s Holy Grail—a guerrilla marketing campaign that lives on in the memories of consumers indefinitely.
Today’s business world has become highly cut-throat, with global online rivalry only adding to the competitiveness. To rise above the rest of the fray, entrepreneurs have needed to become more adaptive, make their pricing more responsive, and offer a fully interactive experience. Tech-savvy business owners are turning tables on their opponents through the infinitely dynamic world of the electronic display.