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Why Digital Outdoor Signage is Rising in Popularity

March 31, 2017

Digital outdoor signage is one segment of the pro AV industry that has experienced gradual growth over the last decade, and that growth only continues to accelerate. Today, digital outdoor signage is popping up in nearly every vertical, with applications at restaurants and hotels, retail locations, transportation facilities, entertainment venues and more.

For value-added resellers (VARs) who sell digital signage technology, now is a perfect time to incorporate digital outdoor signage into your business. The devices are highly popular, but there is still plenty of room for growth.

Consider these key reasons why digital outdoor signage is growing in popularity:

1. Dynamic content.

Digital screens can do something that static signage never could: offer dynamic, entertaining content that is relevant to the audience, time of day, event and more. For example, a restaurant can advertise its current specials on its front patio to entice passerby. Or, an outdoor shopping mall can use digital kiosks for wayfinding and advertising.

Thanks to this dynamic content and its interactive, people tend to be more drawn to digital signage. As a result of improved engagement, VARs are seeing more interest in digital outdoor signage than ever before.

2. Cost-effectiveness.

Of course, the cost of digital screens has fallen significantly over the last several years, which encourages customers to use them in new and innovative ways. In addition, many facilities are enjoying the cost-effective impact these screens have when compared to static outdoor signage.

Consider the cost of printing and re-printing traditional signage for an outdoor location. Most printed materials don’t last long in the elements, which means they must be reissued regularly. These costs can add up quickly, making a permanent solution, such as digital outdoor signage, much easier and more cost-effective.

3. Improved retention.

Consumers are much more likely to pay attention to and remember digital content than static print-based signage. There are a variety of factors at play here, but the primary one is the fact that humans are drawn to movement, color and newness.

For example, in many metropolitan areas digital billboards are everywhere you look, marketing everything from real estate and grocery stores to pediatricians, car dealerships and burger restaurants. These super-sized advertisements have been shown to greatly increase retention rates—sometimes more than 50 percent—meaning that consumers who see a digital billboard, rather than a traditional print one, are more likely to remember its content. Many customers are more than happy to pay for that kind of impact.

4. New outdoor-specific technologies.

Years ago, customers who wanted outdoor digital signage were forced to make do with devices that were actually designed for indoor operation. Luckily, outdoor digital signage technology has come a long way since then.

Today, manufacturers offer innovative new outdoor-specific screens that are designed to withstand sunlight, wind, high and low temperatures, and even moisture. In addition, outdoor screens are now designed to be easier to read, even in direct sunlight, giving the consumer a much better viewing experience.

The award-winning Peerless-AV® Xtreme™ Outdoor Display really gets it right.  This best-in-class product is the only fully sealed outdoor display on the market and provides the ultimate protection against weather, water and dust.  For more information, visit www.peerless-av.com/xtreme-outdoor-displays.

Have you experienced an uptick in customer requests for outdoor digital signage? What are some of the most common applications that you’ve been seeing for the technology?