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How much do businesses spend on advertising each year? In the United States alone, total ad expenditure is estimated at $117 billion, according to Sensor Tower's State of Digital Advertising 2024 report.
It is correct to assume that a significant portion of the budget goes to procuring outdoor advertising solutions that can transcend adversities like extreme weather conditions.
As such, outdoor signage manufacturing leaders, like Samsung, are very meticulous in designing element-resistant displays that still deliver vivid, high-quality content.
This article will get you familiar with outdoor displays, their benefits, applications in the real world, and best practices, alongside how to create engaging outdoor content with the help of Look Digital Signage.
What Are Outdoor Displays?
Outdoor displays are screens or signs designed to be used outside, where they can catch the attention of passersby. Think of the big billboards on highways, the screens at sports stadiums, or even the menu boards at drive-thrus.
Their primary purpose is to share information, advertise, or entertain in high-traffic areas. Unlike indoor screens, outdoor displays are built to handle harsh weather, bright sunlight, and dust.
Benefits of Outdoor Screens
1. Enhanced Visibility in Any Lighting Condition
While a typical indoor TV might have a brightness of around 300-500 nits, outdoor displays can range from 2,000 to 5,000 nits or more. This extreme brightness ensures that the content on the screen stays vivid and readable, even in direct sunlight. For example, a display with 5,000 nits can cut through the glare of a sunny day, which is ideal for outdoor advertising or public information boards.
Read also: What Are Displays Nits and How Many Are Needed Outdoors?
2. Robust Design for All Weather Conditions
The IP rating (Ingress Protection rating) tells you how well outdoor advertising screens are protected against water and dust. For instance, a display with an IP65 rating is wholly dust-tight and can withstand low-pressure water jets—perfect for rainy or dusty environments. The best waterproof monitors come with IP67 or IP68 ratings and can handle being submerged in water for short periods.
Many models have built-in heating and cooling systems to keep the internal components at the right temperature.
To top it off, these screens are made with durable materials such as corrosion-resistant metals and UV-protected glass. This means they won’t fade or degrade, even after years of sitting in the sun.
3. Real-Time Content Updates
Outdoor advertising screens can deliver real-time content updates powered by a cloud-based digital signage CMS.
You can upload new content from a centralized dashboard, schedule updates, and even make last-minute changes with just a few clicks. For example, a retail store can promote flash sales as they happen, a transit hub can display live arrival and departure times, or a sports stadium can show real-time scores and highlights.
Cloud-based systems also support remote management, meaning you don’t need to be on-site to update your displays.
4. Increased Audience Engagement
An Accenture report revealed that 91% of consumers say they’re more likely to shop with brands that offer personalized deals and recommendations. You can take full advantage of this behavior by displaying real-time promotions and offers based on external factors like weather.
A great example is McDonald’s in Sweden. They used outdoor digital displays to interact with drivers by showing real-time weather data and recommending menu items based on the conditions. On cold days, the screens promoted hot coffee, while on warm days, they highlighted McFlurry ice cream. This innovative, context-aware approach made the ads feel relevant and drove an 8.6% increase in sales during the campaign period.
5. Cost-Effective Advertising Solutions
According to Samsung, the Total Cost of Ownership (TCO) of smart digital signage can be significantly lower compared to traditional setups. Over three years, businesses can expect to save between 10% to 41%, depending on the deployment scenario.
The key savings come from reducing the need for external media players since the displays come with an operating system, simplifying the installation process and lowering energy consumption.
Smart outdoor displays also have energy-saving features, like automatic brightness adjustment.
Plus, outdoor advertising screens allow you to run multiple ads on the same screen, so you’re getting more out of one investment.
Related article: 7 Benefits of Digital Bulletin Boards over the Traditional Ones
Applications of Outdoor Displays
1. Retail and Shopping Centers
62% of customer complaints stem from issues with staff attitudes and competence rather than product quality or reliability, according to a Deloitte report. Outdoor digital displays can help address this by improving the shopping experience. Wayfinding displays, for example, can be placed strategically at the entrance or key intersections in outdoor mall spaces to guide shoppers to different stores, restrooms, or parking areas.
Customers can use interactive outdoor displays to quickly browse store information, promotions, or directions to minimize reliance on staff.
2. Public Transportation and Wayfinding
Outdoor digital signage in transit hubs, like bus stops, train stations, and airports, provides real-time updates on schedules, delays, and route changes.
Interactive maps and directional guides ensure passengers can easily find their platforms, gates, or exits. This is especially valuable in large, busy hubs where traditional signage may fall short.
During disruptions or crises, they can quickly broadcast alerts, safety instructions, or alternative routes. For instance, in the event of a service delay, screens can provide real-time updates and suggest alternative travel options.
3. Event and Entertainment Spaces
Outdoor displays keep events running smoothly and keep attendees informed. They show real-time updates like schedules and performance times and even feature social media walls to share photos and posts from attendees.
Donor walls prominently display contributions and recognize key sponsors, giving them the spotlight they deserve. Plus, self-check-in stations cut down on long lines by letting attendees quickly check themselves in.
4. Corporate and Campus Environments
In corporate offices or university campuses, outdoor displays are used to share announcements, news, and updates with employees, students, and visitors. They also display emergency alerts or wayfinding information, ensuring everyone stays informed and safe. For campuses, they’re particularly useful for highlighting events, deadlines, or achievements.
5. Hospitality and Restaurants
Restaurants use digital menu boards to showcase their offerings, with the ability to update items or prices instantly.
Food truck digital menus streamline the process of updating the menu based on ingredients or the time of day so that customers always see accurate options.
On the other hand, drive-thru digital signage enhances the ordering process by displaying clear, high-definition menus that lead to quick decision-making and minimize order errors.
With self-check-in interactive kiosks, patrons can check themselves in while the hotel can promote amenities, events, or local attractions. These screens enhance the ambiance of outdoor dining areas while keeping customers informed.
Read also: How to Choose the Best Outdoor Digital Menu Boards for Your Restaurant
Outdoor Display Installation Best Practices
Selecting the Right Location
Place the display 6 to 10 feet away from pedestrian paths; if you're in ample space, like a shopping center or busy street, make sure the screen is positioned 3 to 4 feet off the ground to avoid being blocked by crowds.
For displays exposed to direct sunlight, angle them slightly downward to reduce glare and improve visibility.
Considering Power and Connectivity Requirements
A wired Ethernet connection is always the best option for stability. If you’re using a wireless connection, choose Wi-Fi 6 or 5G for faster and more reliable data transfer.
It’s also essential to ensure that your power outlets are GFCI-protected and weather-resistant, with a minimum 15-amp circuit to handle the display's high power demands.
Weatherproofing and Maintenance Tips
As mentioned, choose a display with an IP65 rating or higher. Weatherproofing the wiring and mounting is also essential. Use sealed cable connectors and outdoor-rated enclosures to protect the system from moisture.
Regularly clean the screen with a microfiber cloth to avoid smudges and dirt buildup. Aim for inspections every 3 to 6 months to catch any potential issues like rust or water damage.
Optimizing Content for Outdoor Viewing
Content for outdoor displays needs to be easily readable from a distance. Use high-contrast color schemes, such as white text on a black background or black text on yellow—these combinations perform well in bright outdoor conditions.
Regarding font size, follow the rule of 2 inches per 10 feet of viewing distance. So, for an audience 20 feet away, aim for text at least 4 inches tall. Also, ensure the display has a refresh rate of at least 60Hz to get smooth transitions in content.
Watch our Free Digital Signage Design Course video on Look Academy
Why Look Digital Signage is the Perfect Partner for Outdoor Advertising
Reliable and Scalable Solutions for Any Environment
Look Digital Signage offers a content management solution for outdoor displays with a powerful Content Management System (CMS).
Proof of Play: If something goes wrong, like a screen going offline or content failing to load, you’ll get an immediate alert to address the issue before it impacts your audience.
Content Statistics: You get real-time insights into how your content is performing, which helps you make informed decisions about your outdoor advertising strategy. This means you can tweak your content and approach to keep your audience engaged and improve your results.
Content Playback: With Look, your content plays smoothly, even in challenging outdoor conditions. The system ensures high-quality display performance and maintains the visibility of your content even in bright sunlight.
Scalability: As your business grows, Look Digital Signage grows with you. You can easily add unlimited outdoor screens and manage them from a single dashboard.
User-Friendly CMS for Real-Time Updates
Look CMS has consolidated all the features you need for remote management into a central dashboard. You need only to create, organize, schedule, and publish. How?
Cloud-based architecture: You can access your CMS portal from anywhere with an internet connection. Just log in and instantly update all connected displays.
Real-time data feeds: The CMS has various data sources to display up-to-date information, such as news, weather updates, social media, or RSS feeds.
Built-In Features for Enhanced Engagement
Layout Designer: The layout designer is where all the design work happens. You can simultaneously enter into multiple areas to display infotainment content - event schedules, promotions, and social media feeds.
Professionally designed templates: Look DS comes with ready-to-use templates. Want to run a flash sale, a special announcement, or an event countdown? Simply pick a template, adjust the content, and hit publish.
Advanced scheduling: This lets you plan content ahead of time. Set different messages for specific times—like promoting breakfast specials in the morning and dinner deals at night—and automate it. That means your audience stays engaged with fresh, up-to-the-minute content.
Transform Your Advertising with Outdoor Displays
Using outdoor displays for advertising creates a win-win situation. Businesses get to engage their audience with dynamic, real-time content, no matter the weather, while customers enjoy relevant, timely messaging that enhances their experience.
With Look Digital Signage CMS, you can take your outdoor advertising strategy to the next level by efficiently managing and updating your content across all screens. Start your free 14-day trial today and discover how outdoor displays can transform your advertising game.
