Over the past few years, more and more media companies, advertisers, retailers and content providers are turning to large-format digital LCD displays to get their message delivered to consumers. These 32- to 82-inch displays can be seen in the form of "street furniture," on the side of a bus shelter, on the back of a newsstand, in a shopping mall, in a quick-service restaurant showing menus, in transportation terminals, in store windows and even inside trains or on the side of a passing bus. Outdoor signage also can be seen as "arrays," creating a virtual digital wall/billboard that is very impressive.
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 now provide dayparting also is significant. A single digital display can run coffee ads in the morning, food ads mid-day and beer ads in the evening to pique interest based on the time of day.
The initial cost will be understandably higher for these digital displays. However, the impact and versatility of these dynamic, eye-catching large-format LCD displays have proven to provide the needed ROI.
As these displays are being deployed "outside," there are several new factors that must be considered. In an indoor environment, conditions are generally stable: the ambient temperature usually is the same, the ambient lighting is known, clean and reliable power is available and the environmental conditions are consistent (it doesn’t rain inside). However, outside, things change … and they change dramatically. Temperatures will vary greatly 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 certain ambient light conditions, certain humidity levels and certain temperature levels," said Peter Kaszycki, vice president of business development for Alpharetta, Ga.-based Manufacturing Resources International, a company that creates both outdoor and indoor 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 Manufacturing Resources International for their sponsorship of this guide, which enables us to provide it at no cost.