Digital outdoor screens and displays become an attractive feature of town architecture; they are decorations and business cards of New York (famous Times Square advertizing screens and displays), Las Vegas, Tokyo, and Seoul. They are installed at the rail terminals in England, France, Germany, China, Korea, at the entrance to Disney Land in Florida, at all major stadiums and concert halls around the world, on lively highways, on office headquarters of various companies, in front of restaurants, hotels and casinos.
Digital out-of-home displays are one of the most interesting and attractive media carriers. Unlike common street installations (including neon signs, 3D light letters and billboards), digital screens are capable to display live video, multimedia animation, color dynamic materials. They make updating of advertising materials routine and easy, thus turning into the most popular outdoor advertising media. These huge “outdoor television sets” attract attention of millions of people due to dynamic colored video and TV images.
Application of large digital displays and screens
Digital outdoor displays: Who buys and for what purpose?
All around the world electronic outdoor displays are used primarily as an advertising carrier. However they become more and more useful informational tools at sports competitions, concerts, shows and other mass events, including political campaigns.
Public, political and municipal information
Digital outdoor displays are capable to broadcast live video and TV signals which makes them indispensable during public and political events. National and municipal holidays, international festivals and presidential campaigns – this is only a short list of events serviced by digital outdoor displays and screens as a means of additional artistic influence and as carriers of useful information. Information on large outdoor digital screens reaches hundreds of people simultaneously, even those who stand far from the stage or the center of action. An electronic digital screen or display in a town quickly becomes an important meeting place and a new mass media – town television.
Large digital display screens for concerts and shows
Few concerts and mass rallies are conducted without large digital display screens. Large displays, like binoculars, allow to watch performers and popular stars clearly even when the seats are too far away from stage. Nobody would dispute the need for modern computer informational systems with large digital screens capable of reproducing video signals, live broadcasts and instant replays of the most interesting episodes. And sponsors love to see their advertising on screens in front of the large and well-warmed up audience!
Many stadiums and sports clubs are loosing money due to poor attendance. How to attract people to sports events? How to receive maximum profit from the events organized? Quite a few club owners realize that installing large digital screens and displays helps to remedy their problems. The displays work as huge TV sets showing athletes’ close ups and replays, and show commercials during breaks. All that makes the events more colorful and brings additional revenues to stadium owners. Statistically, digital advertising during sports events is more effective than the usual advertising by 30%.
Digital out-of-home displays and screens: Other fields of application
The areas of application for large electronic screens are very wide. For example, they are used as intellectual road sign systems, informational displays at airports and railway terminals, in various enterprises, including electric power stations.
Digital screens for business and advertising
Electronic screens and displays proved most useful for business and are generally used by:
Advertising companies that sell advertising time (almost 24 hours a day) for profit;
Large companies, banks, publishing houses, restaurants, hotels, casinos etc. to attract clients and promote their goods and services.
What makes electronic screens and displays so effective?
Broadcasting real time video signals, including TV programs and TV advertising;
Advertising rates drastically cheaper that on TV and radio;
Attracting attention of passersby without alienating or annoying them as often happens during TV programs;
Digital screen dynamic animation that is more attractive and appealing than any standards static outdoor billboards;
Capability of correcting displayed information or adding to it in real time that is especially useful during intensive political or advertising campaigns;
Allocating digital advertising spots in a flexible mode and changing advertising programs depending on specific requirements and changing conditions.