Digital and traditional advertising aren’t always the opposing forces many marketers make them out to be. Yes, there is a general sense of, “Out with the old, in with the new,” but sometimes, the two intertwine – particularly in digital outdoor advertising. That might sound like a mouthful, but it’s an amazingly effective medium because it can be applied virtually anywhere with significant traffic (whether foot or vehicle). Read on for a few examples, along with key takeaways on the value of advertising with digital signage.
Why Digital Outdoor Advertising Should be on Your Radar
It’s not necessarily getting someone’s attention that makes digital marketing so challenging and competitive; it’s holding their attention long enough for them to make a purchase or contact you. With the advent of LEDs, advertisers can incorporate brilliant colors and motion into digital outdoor displays. There are many stats and studies that show outdoor digital signage to perform notably better than other types of advertising (including online) in terms of engagement. Here are a few highlights from various sources:
- Of the 70 percent of Americans who recall seeing a digital ad in the past month, 47 percent specifically remember the ad.
- A study conducted in Sweden found that drivers spend significantly more time looking at digital billboards than they do traditional billboard advertising.
- 55 percent of people who see an ad on digital signage are able to recall the specific message displayed.
Noting the trends above, it’s no coincidence that digital signage is expected to grow nearly 9 percent annually between now and 2020.
Costs and Specs for Outdoor Digital Advertising
“I get it. Outdoor digital signage is effective,” you might be saying to yourself. “But it sounds expensive. How much does it cost?”
The cost to display your ad on a digital sign can vary greatly from one market to the next, and from one sign to the next based on exposure and campaign length. We run digital billboard campaigns for our clients ranging from $1,000-$5,500 per four-week period. The ads circulate every 8 seconds. Standing digital billboards, on the other hand, can cost between $850-$7,000 per four-week period, depending on location. Like all outside advertising, prices are negotiable. You should rely on an agency that has longstanding relationships with the major out-of-home advertising providers. If you have any specific questions regarding pricing for digital outdoor ads in New Jersey, don’t hesitate to contact us.
Digital Billboards, Building Signs & Kiosks
Digital outdoor advertising is a very singular term, but the possibilities within it are virtually endless. Outdoor digital ads can be served in so many places, including:
- Digital billboards
- Bus Shelters
- Transit stations
- + More
Again, the advantage in all of these types of outdoor advertising is that they are highly visible and proven to capture more eyeballs, for longer periods of time. As digital signage becomes increasingly interactive (think touch screens and augmented reality), we can expect it to become even more widespread – and thus, perhaps, more budget-friendly. That said, moderately successful mid-size businesses can usually afford at least a starter digital outdoor ad campaign as we speak.
Creative Opportunities Expand and Become More Pivotal
There’s obviously so much more that can be done when we add motion and high resolution. But, keep in mind, your message is hitting a moving target blowing by your sign at either a brisk pace or at 60 miles per hour. Your message needs to be eye-catching, interesting and, above all, brief! Enlist a creative marketing agency that knows how to get your point across in just a few words or seconds.
Incredible Flexibility and Production Cost Savings
Traditional outdoor advertisements need to withstand the weather and passage of time. Most outdoor advertisers print on a vinyl sheet that costs approximately $1,000 to produce. Print displays need to be replaced on a regular basis due to wear and tear from outdoor elements. It is also a physical process to change a non-digital board. For example, if you are promoting an upcoming event, you need to plan nearly 2 months in advance for artwork production, installation, and to allow time for traffic to see the new artwork.
By contrast, a digital outdoor ad can be controlled through a dashboard and updated in a matter of minutes. This provides the advertiser with much more flexibility in tailoring or changing the message, making the creative possibilities virtually endless. Even simple copy relating to current weather conditions, the season or the time of day can make an impact.
Mobile Marketing Adds Even More Value
When you hear the term, “mobile marketing,” your mind likely goes straight to your smartphone. While smartphones and tablets are the main hosts of mobile ads, there is much more to mobile marketing. Do you know that we can now send corresponding mobile ads to any device that has GPS tracking turned on? For instance, vehicle passengers can see an ad for a restaurant on a billboard, and then be sent a mobile coupon for that very same restaurant.
Beyond the Palm of Your Hand
Any moving vehicle with ad space is in the mobile marketing game, which is expected to represent 72 percent of all U.S. digital ad spending by 2019, according to MarketingLand. You can see a plethora of eye-opening mobile marketing stats here. While you’re reading through them, think outside of your smartphone and literally look around for mobile marketing opportunities. Even boats are being built with digital ad space nowadays!
Searching for more information on outdoor digital advertising for your business? We’re here to help with honest pricing, reliable communication and seamless implementation. Give us a call at 732-451-7486.