Digital sign advertising has been around for a very long time. Have you noticed that they seem to be popping up in more places, and they are all looking for one thing: Advertisers!
It’s not a bad thing, some of the signs can be a very effective medium for your message. Studies show that a bright digital sign gets more notice than a static sign. But not all the signs are well placed or priced right.
We have had a lot more requests for digital sign ad layouts and are seeing low price points for many of these ads. Ad rates are generally in line with the size of the audience. For example, you might be told that a sign on a busy street gets 20,000 impressions a day. Since ads are on a loop, you will have to divide the number of impressions by the number of ads that are running there. So, If there is a loop of ten ads, then you will only get 2,000 impressions per day.
There are other factors to consider as well. Most cars are travelling past many of the signs at a speed of at least 50 kph so it is important to keep the message simple and clear. If you try to do too much you will be disappointed.
There are digital signs everywhere now, so if you want to use this medium, you should be selective. Questions to ask yourself before making a location decision: How much traffic goes by the sign? Is the sign in a good location? And, is it in a location that is frequented by your target market?
I do like this advertising medium but it has to be the right place for the right price. Otherwise you are better off with a static sign that you don’t have to put on a loop.