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Advanced Imaging Magazine

Updated: January 12th, 2011 09:49 AM CDT

Outdoor Advertising in the Knowledge Age

Customized display technology spurring out-of-home digital advertising
Samsung Electronics
"Digital signage is the new frontier for the global electronic display industry,” says one expert. The worldwide market is expected to rise to $2.7 billion in 2012.
Keeping the liquid crystal in place when LCDs are rotated to portrait mode can be a problem, discoloring the display and shortening the life of the backlight.
Keeping the liquid crystal in place when LCDs are rotated to portrait mode can be a problem, discoloring the display and shortening the life of the backlight.
To overcome ambient sunlight, panel makers increase luminance and contrast ratio of the display, which decreases the effect of ambient light on visibility.
To overcome ambient sunlight, panel makers increase luminance and contrast ratio of the display, which decreases the effect of ambient light on visibility.
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By Scott Birnbaum
Samsung Electronics

Few will dispute that we are now in the Knowledge Age. Outside of the Internet, some might wonder how to put that knowledge to good use with regards to mass communications. Enter digital signage, which allows advertisers to change a message to the masses in moments. Not only can a sign’s content be dynamic, it can also be interactive, responding to touch, voice and even gestures.

Dynamic content opens new content “windows,” such as providing passersby with news, weather and information, as well as advertising.

With digital signage today, end applications include billboards, control rooms, video walls, video conferencing, casino gaming, menu boards, flight information, shopping mall promotional signs, transit station or museum displays, stadium advertising, vending machines and more.

Attractiveness that’s Easy to See

When investment is considered, the choice is rather straightforward. An illuminated poster billboard in a metropolitan area can run thousands of dollars per month. Companies typically want to have their advertisement up for two weeks to a month or longer. Yet using a digital sign, in the same amount of space, advertisements can be rotated to permit several messages at one site during the same time period. And dynamic content is much more likely to draw attention with the brighter display, one that could include moving elements to increase impact. With the flexibility of multiple ads capable of being changed at any time and the use of long-lasting weather-proofed display casings plus technology that is considerably more attractive than paper signage, it’s not hard to see the attractiveness of digital advertising.

“Recent advancements in digital signage are providing out-of-home media companies with the unprecedented ability to offer a wide variety of digital displays as value-added alternatives to traditional outdoor advertising,” said Jordy Ford, Vice President, Marketing & Business Development, Clear Channel Outdoor- Northern California.

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