Over the past few years media companies, advertisers, retailers and content providers are turning to large-format digital LCD displays to get their message delivered to consumers. Most of these venues are outdoor (like bus shelters) or semi-outdoor (like train platforms and subway entrances). Even when they are underground, these venues are not as clean and controlled as true indoor environments. Digital displays that are to be deployed in these areas are in an uncontrolled, harsh environment that is constantly changing. Anything can happen to them. Therefore, it is important to consider the following factors and how they will affect your digital display initiative before choosing and deploying digital LCD displays.
The obvious advantages to digital LCD displays versus static displays or light boxes are the ability to change content with a few keystrokes, vary the type of content and support multiple advertisers or programs. The ability to provide day-parting and dynamic content is also significant. A single digital display can run hot coffee ads in the morning and switch to iced coffee when the temperature rises above 65 degrees, then switch to food ads mid-day, and finally advertise beer in the evening.
The initial cost is understandably higher for outdoor digital displays; however, the impact and versatility of these dynamic, eye-catching large-format LCD displays provides the needed ROI.
Several new factors must be considered as these displays will be placed outdoors. In an indoor environment conditions are generally stable: the ambient temperature and environmental conditions are consistent, the ambient lighting is known and clean reliable power is available. When going outside things change...and they change dramatically. Temperatures will vary significantly throughout the year, rain will fall, winds will blow, humidity levels will change, vandalism may increase, cloudy days will occur and direct/indirect sunlight will affect the viewability of the outdoor digital display.
"Indoor displays are designed for indoor ambient light conditions, indoor humidity levels and indoor temperature levels," said Peter Kaszycki, CEO and president of Alpharetta, Ga.-based LG-MRI, a company that creates both outdoor and semi-outdoor digital signage displays. "When you go outside, everything changes."
This guide will discuss how to handle the unique challenges of an outdoor deployment. We'd like to thank LG-MRI for their sponsorship of this guide, which enables us to provide it at no cost.