Ask the Board – September 5, 2016 | SCOTT MARDEN


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

The most notable features of traditional Out-of-Home advertising have, in fact, translated perfectly to digital signage. These four come to mind first:

  1. Reach:  Traditional OOH has significant reach, but digital signage now also benefits from significant reach with much higher growth rates.
  2. Low price:  Traditional OOH is an efficient way to reach a large audience. In recent years, digital signage networks have amassed scale while holding or reducing prices, resulting in good efficiency as well.
  3. Consistency:  Traditional OOH placements can allow advertisers reliable, consistent locations to connect with consumers. Digital signage has also become a staple in consumers’ lives, with placements that consumers get used to seeing every day.
  4. Visual impact:  There aren’t many mediums that have the ability to be as eye-catching as large-format OOH. However, digital signage technology has allowed for beautiful displays and visuals that easily compete with—and often outshine—traditional OOH.

The one element of traditional signage that has not quite translated to digital signage is size (dimensions of the poster or billboard). Although some digital screens and video walls can rival any traditional OOH, it is much more common that a digital screen will be smaller than a traditional board. Although size is a nice advantage, many would argue that what digital signage lacks in size, it makes up for with motion, timeliness and content.


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Chief Marketing Officer

Out-of-Home Network Council

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