We are drawn to screens. This would have become a major problem, especially among the youngest. This attraction also applies to dynamic displays. This makes it a particularly effective communication tool.
Digital screens challenge and capture attention. They also invite more engagement on the part of passers-by, in particular thanks to interactive tools. They also make it possible to broadcast more complex and dynamic messages and thus make it possible to reinforce your brand image (in addition to that of modernity provided by the screen).
CRITERION NO. 5: ECOLOGICAL IMPACT
Traditional display: an unsuspected producer of waste
When you look at a poster you might think that its ecological footprint is reduced. Indeed, it does not consume energy. However, this is not seeing its achievement as a whole.
Indeed, carrying out a poster campaign involves the production of paper supports, to which the ink used in printing is added. Then there is the transport for the delivery of these and that of their installation. Finally, these supports remain ephemeral. They, therefore, generate a relatively large amount of waste.
A study has also shown that this ultimately represents a CO2 production volume of approximately 200kg/year for an 8 m² panel to which are added an average of 75 urban journeys. This is without taking into account the carbon emissions linked to lighting for certain displays.
Digital signage: what about energy consumption
To function, a screen consumes electrical energy, that’s obvious. However, LED technology is known for its low energy consumption. Thus SMD Screens are generally less energy-consuming compared to LCD. You will also find more information on the energy consumption of screens in our dedicated article.
In addition, a giant led screen is an “infinitely” reusable support. Indeed, the lifespan of a screen used under normal conditions is estimated at 100,000 hours of broadcast, ie more than 10 years. Of course for outdoor screens subject to bad weather, breakdowns requiring intervention may occur.
Moreover, like any technological product, they are subject to the arrival on the market of more efficient solutions. This is why, in general, the screens are used between 5 and 7 years before being replaced by a newer model.
CRITERION NO. 6: RETURN ON INVESTMENT
Investment in both traditional and digital signage rests on a common basis. In both cases, we speak of a communication campaign that encompasses several costs and is dependent on the purchase of advertising space. Boards are also specialized in the marketing of these spaces.
Traditional display: reduced entry cost, impact limited in time
Investing in the classic display as mentioned above is based on the production of physical media. Added to this is the purchase and installation of the panel or the rental of a visibility space. In general, the costs associated with these different elements are more affordable.
However, they should be multiplied as necessary to allow repetition of the message or to diversify the campaigns. Indeed, a poster campaign remains ephemeral and needs to be renewed regularly.
However, in the traditional display, a location can display a single advertiser, three in some cases. An advantage for the advertiser who faces less competition is a disadvantage for the panel manager.
However, a static visual suffers from a habituation effect. Indeed the visual will be noticed during the first days of its installation thanks to the novelty effect. However, in the following days, it will quickly tend to blend into the decor and be less efficient.
