See the advantages of digital media platforms used in outdoor advertising over the traditional banners being more informative, attractive & entertaining than ever before.

1. Outdoor Digital Advertising – New Era of
Banners
With proliferationof digital LED andLCD screenstheyhave become attractive forlarge corporationsboth
as a brand recognition methodand as a way to organize advertising campaigns. Previouslyonly outdoor
advertising tended to be digital. Today a digital advertising campaign may be carried out in the streets
and inside public andusually crowdedbuildings.
As a result, the size of potentialaudience grows and the productioncost of video-basedcontentshrinks.
Althoughvideo materials needto be adaptedto diverse typesof screens(bothin software platforms,in
size and dimension,at times in unusual screenshape),thiscreative adaptation is much cheaperand less
time-consuming compared to actual production of video clips. To start a comprehensive advertising
campaign, one needs only to evaluate potential audience, determine broadcast cost and consumer
priorities, optimize spotlength andfrequencyonvariousOOH screens.
A closely related topic is conducting cross-platform video campaigns on DOOH screens. As always, the
efficiencyof an advertising campaign is determinedbythe audience size and frequencyof displayingthe
brand name. Not so long ago this would apply only to the TV and printed mass media. Today the focus
shifts to digital cross-platformmedia from outdoor LED screens to LCD panelsin public buildings and on
transport. Traditional advertising methods cannot provide maximum audience coverage, and campaign
planners boldly experiment with new channels of advertising placement, primarily digital, since they
ensure fastandhighly deliverable ad campaigns.
Advantages of digital cross-platformmedia
Reasons for joining digital media in one project are compelling. Primarily, it’s Internet/All networksuse
differentscreens,indifferentlocations – butallhave the commondenominator:Internet-basedIPdevice.
Naturally, running a multi format advertisingcampaign requiresextensive preparatorywork:integration
of diverse screens in a single advertising plan, optimizing the frequency of clips on screens, receiving
accurate reports etc.However,the numerousadvantagesof this approach justifyan amountof work on
such planning.Digital carriers are more effective inbringingadvertisingto the targetaudience.Toensure
fastreturn-on-investment,manufacturersandresellersmustreachaspecificaudience.Wide coverage of
a uninterestedaudience isof nouse whenthe plan is to sell goodsor services.In these conditionsdigital
OOH helpshift the focusto a clearly definedandwell-targetedconsumergroup.
Up till the presenttime the technical capability of networks torun on-line broadcastshas beenmostlyin
low demand. The only exception are the sports events that at times are shown on large outdoor LED
screens, both permanent stationary installations and rented. This category also includes outdoor
advertising zones similar to Times Square in New York where breaking news is shown on a daily basis.
Nonetheless it’s obvious that the option of on-line broadcasting on modern digital video platforms will
play an increasingly importantrole as technologymatures.
As a result, our perception is tuned to digital media, we are getting more receptive to video advertising
compared to printed media. This is the reason why standard billboards are gradually transferred into

2. electronic boards and digital panels, in metro, in public buildings, even in elevators. Statistically, 30% of
smart phone ownersstartan on-line searchafterseeingan interestingOOH videoadvert.
Since we all live in this digital era, the advertising must also be digital. This is inevitable, this is a stable
tendency supported by fast progress in digital technologies. The screens are getting bigger in size and
betterin quality,more energy-savingandenvironment-friendly.Whatapleasure towatch advertisingon
such goodscreens.