With the growth of outdoor digital signage across along roadsides in many cites, concerns have been growing about the potential dangers LED, LCD and plasma screens pose when they are used as digital billboards.

From New York’s Time Square to London’s Piccadilly Circus, digital signage is now cropping up everywhere and if the influence of the USA follows its normal path, digital billboards will soon be cropping up along roads and expressways worldwide.

However, already in the USA these new digital billboards are causing controversy with some campaigners suggesting that these outdoor digital billboards are a dangerous distraction for drivers with some hardline safety campaigners suggesting they should be outlawed.

The trouble with the debate on the possible distraction to drivers that digital signage can pose is that to date there has not been any research conducted on the affects of LED billboards, LCD screens and other digital advertising on motorists.

Is Roadside digital Signage a hazard? - Pictuire DailyDooh

However, to critics, digital billboards are as seen as big a distraction as mobile phones and, claim the campaigners, unlike mobile phones, roadside digital advertising cannot be switched off.

However, the outdoor digital signage industry argues that roadside digital billboards are no more dangerous than standard roadside advertising and that any examples of accidents caused by digital signage are only anecdotal.

And for every example of a traffic collision caused by a driver distracted by roadside digital advertising, the outdoor digital signage can cite a similar incident with static billboards (an infamous static bra advertisement is alleged to have caused dozens of accidents in the UK).

The digital signage industry also argues that to date, despite their being little legislation describing what content can be displayed, the industry as a matter of convention doesn’t use moving images in roadside digital advertising.

And its self-regulatory moves like this which may prevent restrictive legislation governing roadside digital advertising and billboards, although, it will only take one serious incident or an irresponsible implantation for the entire industry to fall under restrictive rules governing outdoor digital signage use.

The falling price of LCD TVs is perhaps responsible for the huge rise in their use as digital advertising and signage systems. However, just because these devices are now comparatively inexpensive nobody wants to find that their digital signage screen has been stolen, damaged or defaced.

Protecting digital advertising from theft, damage and theft is vital, especially for screens erected in outdoor locations. Recovering a return on investment can be tricky enough with digital advertising campaigns so the last thing anybody needs is the cost of having to replace screens.

Protection from impacts

Whether it’s accidental or a deliberate attack, LCD TVs are vulnerable to impact. Not only can a sudden shocks cause the device to stop working, a TV screen can easily be smashed causing a hazard for passers-by; something the digital signage owner may be responsible for.

LCD enclosures offer all round protection

Impact protection is a must for digital signage and this is easily achieved by ensuring whatever LCD enclosure is used is manufactured from solid steel and is rugged by design.

Protecting the screen is perhaps one of the most important areas to think about. A damaged screen will not be a hazard, as mentioned above but screen damage will disable the TV permanently. Polycarbonates are often used as protective screens for LCD TVs as they are shatterproof.

Theft protection

Despite the falling cost of flat screen TV devices, such as LCDs and plasmas, they are still attractive items for thieves. Any outdoor digital sign in public or outdoor locations needs to have some defence from attempts at theft. A steel LCD enclosure fitted with anti-tamper locks is probably the most secure method possible of securing outdoor digital signage.

However, some installers of highly expensive outdoor signage systems go further and install security systems such as CCTV to keep an eye on the signage but this obviously can increase he investment and make it more difficult to achieve a return on investment.

As with any new technology, the buzz surrounding digital signage can often mislead people into believing that it is simple and straight forward method of advertising, generating awareness and general marketing.

There are of course plenty of advantages in using LCD screens for out of home. It’s vibrant, dynamic, flexible and far more eye-catching and engaging than standard print media. However, whilst many people in the Digital Signage industry (DS) will explain how beneficial it can be and how digital screens can increase brand awareness, few will explain some of the disadvantages of it.

However, there are some disadvantages to using LCD or plasma screens for out of home use:
Difficult to establish a return on investment.

One of the main disadvantages of digital signage compared to regular media is that there is often a high initial outlay. In setting up a DS campaign not only do the screens have to be purchased but also content creation software and media playing devices not too mention having to pay someone to create and manage the campaign if you feel unable to do so yourself.

The technology requires some experience

Creating content and networking a set of screens does take some technical know how and while it is possible to do almost every aspect of digital signage implementation yourself, some background in technology or computing is required otherwise it would be far easier to employ somebody to take care of these aspects for you.

Digital signage requires protection

Unlike the TV that sits in the relatively safety of your front room, a digital signage screen can be in a far more precarious position. Not only are they in a public area and are susceptible to knocks and impacts (both accidental and deliberate) and in the case of outdoor digital signage they need to be protected against the weather too.

Outdoor TVs can be used as outdoor digital billboards but they still need protecting from impacts and the costs of these waterproof TVs are extremely high.

However, it is not all bad news. Protection for digital signage and in particular outdoor screens is available quite cheaply in the form of an outdoor LCD enclosure.

As LCD enclosures are fully waterproof and manufactured and can house almost any standard LCD or plasma screen they are ideal for use in digital signage – both indoors and out.

Information is key in any business environment. Keeping customers informed of new products, advertising them and providing valuable information about your business is key to any successful marketing campaign.

And there are plenty of ways of marketing messages too. Direct email, newsletters and print media are widely used to supply information to customers and suppliers. However, not every business is fortunate to have the contact details of every potential customer or lead and in some industries the only potential sales that can be generated come from the people walking through the door or past the window.

And it is marketing to these people where digital signage is above and beyond any other form of signage or information delivery. Traditionally, the only method of marketing to retail customers has been to place print media and traditional signage in view of the customers.

A coffee shop using digital signage

To attract passing trade, signage such as for sales signs have been placed outdoors or in window displays to pull in customers. However, traditional signage has very little effect on the modern shopper. Just think, when was the last time you were convinced to enter a shop just because you saw a sign saying sale?

Digital signage in a German post office

Digital signage is perfect for retail marketing and no other method of signage can match it for its effectiveness, flexibility and ability to engage customers.

Digital signage is far more effective at providing information. Not only can an unlimited number of messages be relayed but they can be altered to match specific times or type of customer. Different content can be displayed outside using outdoor digital signage to get customers through the door while indoor screens near a point of sale can be used to take advantage of a captive audience.

Not only is digital signage more flexible and dynamic, it still holds a newness about it that traditional media can’t match. Viewers are far more captivated by digital signage than regular print media increasing the effectiveness of it.

There has been a rise in the uptake of digital signage amongst education establishments with many schools, colleges and universities implementing screens both indoors and outside on campus.

There are many benefits of digital signage for educational establishments and although any school or college doesn’t want to spend money unnecessary the usefulness of digital signage has proved worthwhile to many deans and headmasters.

The reason for the large uptake has to do with the many benefits that digital signage has to offer a school or other educational establishment; here are just some of them:

Information

Schools continually have to pump out information and not just for students and parents either. Schools act as hubs for the local community and offer all sorts of services from use of the school facilities in the evening to polling stations during elections.

Digital signage used at North Pocono high school, Pennsylvania

Ensuring information is relayed to the right people has always been the task of the traditional school letter or notice board but now digital signage allows schools to not only ensure pupils and students are aware of important information but also by utilising outdoor digital signage at the front of the school they can keep the local community informed also.

Impression

All schools and colleges want to set themselves apart from the rest and digital signage helps portray a modern and sophisticated image. This wow factor also helps ensure the information is more likely to be digested as people (including our youth) are still captivated by the newness of digital signage especially when they are housed na  stylish LCD enclosure.

Emergencies

Unfortunately incidents and emergencies do arise on educational campuses. From bomb threats to some of the tragic firearms incidents that make headline news. Ensuring that information is being relayed to help ensure the safety of students during times of emergency and some high profile incidents of late where students have been injured or killed following an incident that could have been avoided if the information had been relayed.

Entertainment

Students can get restless quite easy, so keeping them engaged is vital in the learning process. Digital signage is far more engaging that traditional signage methods it is also more flexible so a screen being used for education can easily be used to stream videos if the weather has kept the students from the playing fields.

Revenue Creation

Schools are just like any other business these days. Many have control of their own budget and are always looking for new ways of generating revenue. Digital signage is incredibly flexible as advertisements can be woven into the regular content meaning not only can you supply the information you need to relay but also generate revenue at the same time.

As with any new technology a lot of trial and error is involved with implementing digital signage. However, with more and more organisations wanting to get involved with digital advertising and anxieties over return on investment (ROI) being commonplace it is often beneficial to learn from other people’s mistakes.

There are some common errors made time and time again and avoiding them may help improve the chance of your digital signage campaign being a success and you seeing a return on your investment:

Wrong Location

No matter how good the content, how expensive the screens or how fantastic the message you want to get across; if the digital signage is sited in the wrong place and is not getting the attention it deserves then it could all be an expensive waste of time. Always ensure the signage is sited in the busiest location possible. Often this means taking the device outside as outdoor digital signage will always have a lager audience available to it compared to indoor signs.

When positing devices ensure they are at eye-level. It was a common mistake in the early days of digital signage to hang them from the ceiling. Unfortunately people would walk underneath and pay little regard to the signs.

Expensive Equipment

It is often assumed that the more spent on TV screens, LCD enclosures and media players the better the system will be. However, content is key when it comes to digital signage so it doesn’t matter if the screen cost $100 or $10,000, it will still be as effective if the content is the same.

Even when it comes to outdoor digital signage there is no need to spend vast fortunes on weatherproof and waterproof systems. Standard devices can be used in outdoor locations as long as they are housed in a waterproof LCD enclosure which can offer all the protection needed.

Complicated Content

When you consider that a digital sign will be viewed perhaps for no more than a couple of seconds when somebody walks by then complicated and lengthy content is unnecessary and ineffective. Keep content simple and keep the screen clutter free. Try not to bombard the viewer with too much information. Emphasis the key points and make sure important information like a phone number is clear.

Get Permission

Remember that you may need permission to site a digital sign if it is on somebody else’s property. You should also ensure that you follow all regulations for signage that a local authority may require. Remember content should be suitable for all audiences so overt sexual or other type of content should be avoided.

The popularity of digital advertising has risen dramatically over the last few years as the costs of using TV screens for out of home use has fallen quite considerably. And it was only a matter of time before this new marketing method was taken fro the confines of the retail floor and placed in outdoor locations.

Outdoor digital signage is becoming increasingly popular; this is largely due to the comparatively greater audience that an outdoor digital advertising campaign will reach compared to an indoor one.

However, there are a multitude of hurdles and considerations to be taken care off when embarking on outdoor digital signage and several different solutions to them:

Rain and other weather elements are one of the most obvious hurdles associated with using a TV device outside. Waterproof LCD and plasma TVs are available and are commonly used for outdoor advertising. However, an outdoor LCD TV will cost many times more than an indoor TV which can dramatically increase the cost of an outdoor campaign compared to an indoor one. Weatherproof LCD enclosures are a more cost-effective method. These can waterproof a standard TV which is placed inside the waterproof LCD enclosure.

Direct Sunlight is another problem that’s unique to outdoor digital advertising. Sun glare is a common with both plasma and LCD TVs. There are several solutions such as using an anti-glare film or glass covering. LCD enclosures are easily fitted with this anti-glare screens.

Extreme Temperatures are often-overlooked when it comes to installing an outdoor campaign. However, constant direct sunlight or high ambient temperature will require some method of carrying away the heat. Often fans are installed in outdoor LCD enclosures to help dissipate the heat but also the screen needs to be protected to ensure direct sunlight doesn’t burn the screen (causing a permanent mark). Air can be blown across the screen to carry heat away and prevent hotspots developing in the screen. This air curtain is often installed in an LCD enclosure for these types of areas.

Permission and Laws – Erecting any kind of signage outdoors will involve a myriad of complex rules, regulations and permissions. Always ensure you are entitled to place a sign outdoors and pay particular attention to the local authority rules that govern such devices. Ensure any content is suitable and that all rules and regulations are followed to the letter otherwise you could be forced to take down the digital signage or, worse, you could end up facing criminal charges.

Running a small business has probably never been as difficult as it has in the modern financial climate. Each and every day, hundreds of small businesses close their doors permanently.

Keeping afloat and ensuring your business continues to thrive is dependent on customers, however, ensuring enough customers know who you are is a continual process and the marketing of any small business is vital for its survival.

However, marketing is not cheap, with so many telephone directories; an unlimited amount of internet sites and search engines; not to mention TV and radio advertising – knowing what to spend your money on can be really difficult.

The return of investment with advertising, on any medium, can only be measured by how much extra trade that it brings. For this reason, few small businesses can afford the high cost of TV or radio advertising, despite the fact that it may generate a lot more custom because the initial outlay exceeds any return the advertising generates.

Digital signage is one marketing method that is extremely cost effective and can provide a return on investment for small businesses, particularly if it is done right. Whilst digital signage involves the use of flat screen displays such as LCD or plasma for advertising purposes, the costs can still be reduced to a more manageable level.

Outdoor digital signage, in particular, has a high initial outlay, due to the costs of purchasing weatherproof TV systems suitable for outdoors. However, while the effectiveness of outdoor digital signage is higher that of indoor signage due to the higher number of people passing by, reducing the initial outlay is one method of ensuring a better return on investment.

Using standard TV screens, the type commonly associated with home viewing is one method. They still have to be protected from the elements of course but his can be done a lot less expensively by enclosing the standard TV in an outdoor LCD enclosure.

These LCD enclosures offer the same level of protection as expensive outdoor TV systems but cost a fraction of the price and even combined with the price of an enclosed LCD or plasma TV, it is still nowhere near as high as a bespoke system.

By using LCD enclosures and standard TV devices any small business can take advantage of this effective advertising and marketing solution and make a lot clearer return on investment.

To say that digital signage has been a revolution is not overstating its success. The use of flat of panel displays for digital out of home advertising (Dooh) has been one of the fastest growing industries in recent years with deployment of digital signage appearing in almost every major city in the world.

From doctor’s waiting rooms to gas stations, screens selling, entertaining or providing us with information are springing up all over the place.

However, there is one deployment that surpasses everything that has gone before it and can be described as a truly grand digital signage scheme.

The new Dallas Cowboy’s $1.2 billion stadium in Texas is one of the world’s most modern sport’s stadiums and also has perhaps the grandest digital signage schemes in the industry’s short history.

The Cowboy’s stadium, home to the NFL Dallas Cowboys is also home to the world’s largest outdoor digital signage display.  The display which hangs 90 feet above the sport’s pitch consists of two massive 160 foot long (48 metres) back to back High definition LED screens, plus two smaller screens at each end to accommodate the stadium’s end-zone fans.

Dallas Cowboy's Stadium's Huge HD Digital Signage Screen

Weighing in at 500 tonnes (540 tons) this huge outdoor digital signage display spans 25,670 square feet is is an awe inspiring spectacle.

But the Dallas cowboy’s stadium doesn’t stop there with its digital signage. Apart from having perhaps the world’s largest outdoor digital signage screen they also have over 3,000 small display around the stadium that allow fans around the stadium to keep up with the match and all the news related to the team.

The Dallas Cowboy’s stadium is truly a great example of grand digital signage scheme but entering the world of digital signage doesn’t necessary require such grand ideas. Simple LCD systems that are well placed, perhaps in outdoor locations housed in simple LCD enclsoures for protection, can benefit many businesses as part of their existing advertising and marketing strategies.

Digital signage is a modern, new and dynamic industry. LCD screens used for advertising and information have already penetrated the retail sectors and many of the services we commonly use.

Shops, surgery waiting rooms, petrol stations restaurants and schools and colleges are common places to find digital signage systems.

But perhaps the most surprising sector that has been keen to embrace this new technology is the use of digital signage screens at religious buildings.

Churches, mosques, temples and synagogues have begun to deploy digital signage both inside the religious buildings and outdoors. Many of these religious institutes in our major cities have congregations numbering in their thousands and for any Vicar, Priest, Brahmin, Granthi, Rabbi or Imman to ensure all members of the congregation are aware of upcoming events can be really difficult, especially in some areas where often the congregation hail from different parts of the world and so communication can be difficult.

Digital Sigange in a Mosque - image courtesy dailydooh.com

The advantages of digital signage for religious institutes, particularly busy city churches, mosques, synagogues and temples, is that they can provide event information to all members of the congregation in whatever language they choose.

Another reason that religious buildings are using digital signage, and in particular outdoor digital signage, to spread religious messages themselves.

Religions have always advertised, this is not new, but now, rather than rely on static signs tied to the side of the church, dynamic messages can be relayed through an outdoor digital signage system. This makes the message far more attractive and engaging, especially in the modern world and particularly amongst the younger generation.

Outdoor digital signage is helping many struggling religious buildings generate new interest amongst the younger generations ensuring the faith continues to thrive in the communities that they serve.