Ask the Board – September 5, 2016 | MARGIT KITTRIDGE


What elements have not translated from traditional signage to digital signage, and how can that can be remedied?

It is easy to articulate how digital signage has transformed traditional out-of-home advertising.  There are many benefits associated with utilizing digital out-of-home signs due to the latest technology advancements, from dayparting to serving contextually relevant dynamic messages.

While the growth and future of out-of-home is digital, the majority of the current out-of-home signs, especially on highways and busy roads, are still static. Among the reasons why static signs are still dominating the out-of-home marketplace are to avoid driver distraction, save costs and maintain a simpler buying process.

Most municipalities and transport authorities are still limiting full-motion advertising even on digital signs to avoid vehicular traffic distraction. In some situations, static ads can deliver powerful branding messages while also adhering to restrictions on roadside advertising. Out-of-pocket costs for deploying and maintaining static out-of-home signs are lower than digital signs, although cloud-based content management and the latest technology solutions are positively impacting digital signage deployment costs. And finally, the selling and buying of traditional out-of-home requires a simpler process due to some of the limitations of static out-of-home signs e.g. lack of dayparting or rotating multiple creative assets during the campaign period.

With the constantly evolving requirements from marketers to implement more precise and relevant audience targeting, digital signage plays a critical role in keeping out-of-home relevant and an integral part of data-driven marketing plans with measurable results. 

About Author

Vice President, Digital Director

Out-of-Home Network Council

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