Digital Signage Advantages Over Conventional Advertising

By: Graham Gallagher

When a new technology is utilised in making our lives easier or better, we tend to try and draw comparisons to other alternatives, now with digital signage, this can be used indoors and then there is the specialised area of outdoor digital signage – but we will review dynamic signage and compare it to conventional advertising methods, so that you can see the real benefits of electronic digital signs.

When you take a look around and see what options are available as advertising mediums, you can see there are large to choose from the following:

Printed methods – this covers everything from daily newspapers, magazines to brochures. In the last couple of years, the printed advertising sector has had a particular sharp decrease in business, the main reason being that the ad is only good for that day or month depending on the newspaper or magazine. So what is headline news one day, is used to wrap fish and chips the next! Many press organisations have realised that online is more lucrative, hence why most newspapers have an online present, rather than costly print runs.

Poster advertising – These use light boxes and can be used either indoors or outdoors and can be used for a true comparison against digital signage. The main issue is changing content, this with poster advertising you have to employ someone to physically go to each site and replace the old poster with the new one, depending on the area to cover, this can take months. One company who originally started off in poster advertising has diversified into outdoor digital signage and is now one of the leaders in the UK.

Digital Signage – now this can be indoor or outdoor, so we will address each one individually. A digital signage solution normally consists of an LCD display and a media player. The content is stored in different methods according to the solution.

Indoor Dynamic Signage – These comprise of a display with a media player that is integrated or can be a separate player. These can be hard wired or wirelessly connected from a single display to an entire network of screens. Alternatively, a more cost effective solution is to use a digital poster these store all the media content on a memory card rather than a hard drive as with media players.

Outdoor Digital Signage - These use media players, screens and a protective LCD enclosure, these protect from vandalism, theft and the elements. The media is stored on a hard drive of the DMP, either solid state or actual hard drive.

So when any content needs updating, rather than having expensive printing costs, problems with a printing error, or large staffing costs for maintaining the light boxes that are associated with previous methods, dynamic signage can be updated by a click of a mouse and can control one screen or an unlimited number of screens in a network, these networks can even stretch across the globe.

This is one of the main reasons Out Of Home advertising is winning the war in a recession and the main reason it is so successful compared to the above mentioned methods for advertising.

About the Author

LCD enclosures Global are owned by Graham and they are the worlds leading manufacturer of outdoor TV cabinets designed for the outdoor digital signage market.Used by signage integrators in America, Australia, Canada, Singapore and Europe.

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