Outdoor Digital Signage
Digital signage is similar to other advertising and marketing methods, in that its effectiveness is limited by the number of people that view it. For this reason, location is perhaps the most important aspect of planning any digital signage campaign.
Location
Visibility is crucial. In the early days of digital signage many systems were installed by hanging them from ceilings, but it soon became apparent that these displays were too high and the potential audience would walk under the digital signage displays, not even noticing them as they were looking around the stores.
Digital signage should be positioned at eye-level and facing the direction people are walking. It is also worthwhile taking advantage of captive audiences such as in point-of-sale lines and queues.
Regardless of how well digital signage is positioned, there is still a limit on the number of people that can view the signage – represented by the number of people that visit the location that the signage is located.
However, one method of maximising exposure is to place digital signage outside. Outdoor digital signage is fast expanding and its success is down to an obvious factor – no matter how many people visit your premises in a day, more people will be walking past it!
If positioned in the right location, outdoor digital signage can attract far greater audiences than indoor systems, but installing TV devices outside does come with its problems.
Protection from the elements
Ensuring digital signage in outdoor locations is protected from the elements is vital. Any rainwater than penetrates into a display enclosure can instantly disable an enclosed LCD, plasma or LED screen.
Waterproof and outdoor TV systems are developed for this type of application but with such high initial outlays of these devices it can take some time to get any return on the investment, especially if the outdoor campaign consists of a network of multiple devices.
Using standard devices in outdoor locations is a possibility but they do need to be protected. An obvious method is to ensure the display enclosure that houses the screen is waterproof.
Guidance from the National Electrical Manufacturers Association (NEMA) provides an indication of the protection offered by LCD enclosures and other outdoor TV cabinets. For a waterproof enclosure suitable for outdoor use, the NEMA standard to look out for is NEMA 4, which should ensure that the digital signage enclosure can withstand rainfall and other weather elements.
Other considerations such as dealing with the effects of sun glare and direct sunlight, not to mention extreme weather conditions such as sub zero temperatures or excessive heat, need also to be factored in when utilising digital signage in outdoor locations. However, often these types of condition vary from location to location so it’s best to speak to your digital signage hardware supplier for advice.