Ask the Board – August 27, 2018 | JONATHAN DODGE

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“What are the content trends and differences for outdoor signage versus indoor signage?”


Indoor and outdoor content can have a lot of strategy similarities, as you all know.  Deployments such as menu boards, wayfinding, directories, and more are frequently located both indoors and outdoors. There are a few ways that outdoor signage can be significantly different. Not that any of these are finite differences, but for the most part, they apply in typical situations.

The first difference is space confinements. Just walk the strip in Las Vegas or stroll down Times Square, and you will see grandiose deployments of digital meant to be seen from far away.  Heck, it’s one of the first things you see from the airplane as you are landing. Now, with a HUGE canvas in outdoor digital, the sky (literally) is the limit.

Second, temperature/weather variances can allow for some cool outdoor content. I am from Michigan, and within a two-day stretch, you can have 85-degree heat, then an inch of ice, polished off with a foot of fresh powder.  You just don’t have those variances inside. So, you can make some fun content that helps make this unbearable transition a little more bearable.  

Third, ambient differences can be a differentiator.  In outdoor signage, you are continually balancing between day and night.  If you want to add a little more pizazz to your content, use colors that are easier on the eyes at night. Outdoor signage using bright colors with a high brightness screen setting might be necessary for places with bright sunshine, but at night, your goal shouldn’t be to light up the streets with your messaging.  Even your dad’s GPS adjusts the brightness setting automatically at night. 

There are more, but these are some of the more common differences.  As hardware capabilities continue to improve, expect to see even more amazing outdoor content that will blow your mind.  

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EVP, Business Development
Freshwater Digital Media Partners

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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