The OOH network can be controlled from a remote location (including operating screens in other countries) to save on cost and personnel, the content is updated at no cost other than the Internet traffic, the feedback functions inform operators of screen malfunctions and thus reduce the down time and repair expenses. There are more advantages, of course.
Modern screens are eco-friendly and energy efficient. They also have numerous useful functions previously unheard-of. They can broadcast commercial advertising and thus earn money to their owners, display socially valuable information (something that is necessary to appease municipal authorities), show newsreels and inform people of potential emergency situations, help in finding way around the city and even providing sound when necessary.
“Love at first sight” – an excellent slogan for the digital advertising. The idyllic picture described above takes your breath away. Operating a DOOH network seems to be easy, profits are amazing, life is cloudless . But in every story there must be a catch. There is one in this article, too. But we will continue writing about advantages for now.
Sharp reduction of price on all screens, LED and LCD alike, and cheap control systems that allow to easily merge various screen platforms made the entry threshold into a digital advertising business extremely low. To buy two-three LCD panels for a small shop and an LED screen or digital sign to place outside the entrance is not too expensive even for a small business venture. The price for a control system with the integrating video player and full software package is not high, too.
It turns out that one may build up a small digital advertising network practically everywhere at minimum expense: in lift halls of a business center or block of flats, in a drugstore or tourist agency. The time required is minimum as well. To set up an outdoor network is more complicated, primarily because of the required administrative permissions. However, from the point of view of architecture the task is manageable. You need to install screens, set up the network with the controlling PC, start up the player software and begin your local broadcast using whatever content you want: in a format of slide-show or video feed. Or as a live broadcast of any TV channel.
You see, a piece of cake. Anyone can do it. Data can be transferred via the cable (not to forget that the image quality may deteriorate if HDMI cable is too long) or via the common Wi-Fi channel. The rest depends on the imagination of your marketing specialist or specific tasks of that particular network.