The bright, dazzling lights of digital displays

30 May 2019 2 min read
The bright, dazzling lights of digital displays

You’ll struggle to find someone that hasn’t seen digital displays. They’re everywhere and increasingly popping up in train stations, high streets and by the side of roads. Art Director Ellie discusses how we have used them to great effect for The Cambridge and shares a few points to remember before you go digital with your outdoor advertising. 

In a more digital-focused world, the possibilities of these displays are immense and, of course, the sheer size of them helps – with a digital 96-sheet sitting at nearly 12 metres wide and almost 3 metres high. Digital display advertising can in fact provide many benefits that perhaps more traditional methods don’t, such as effective targeting and faster brand building.
A lot of research suggests that digital signage can grab an audience’s attention much more effectively than traditional print methods, which may seem strange as on a day-to-day basis we’re heavily saturated with digital technology. Of course, a lot still relies on the strength of the campaign visual: it must come across as memorable, striking and interesting in a relatively short period of time.

For one of our long-standing clients, The Cambridge Building Society, the use of digital display marketing has been on the rise in recent years. Two of their stores are now ‘digital first’. Gone are the static posters in the windows: they’ve been replaced by digital signage, allowing for multiple campaigns to be shown featuring inspired creative and animated messaging.

Although statistics show that digital display advertising gets a high level of engagement, with JCDecaux quoting in its 2018 report that it receives 1.8 billion impressions weekly, there are a few key things to remember:

Passing traffic
Often when a consumer is subject to digital display advertising they will be on the move. Because of this it’s key to avoid cluttering your design with information which simply won’t be used, such as telephone numbers.

Be clever and considerate with your messaging
Although the size of the medium is often large-scale it’s important not to say too much. Headlines should be short, snappy and eye-catching, and body copy kept to a bare minimum. If not, people simply won’t have time to read it.

Promote brand recognition
Keep key brand elements, such as logos and graphic elements, prominent. This way, even if a consumer doesn’t have time to take in the message, they may recognise the brand and look into it when they have more time.

It needs support
Although it’s an extremely powerful marketing tool, it mustn’t and shouldn’t be used in isolation. It’s a great way of building and promoting brand awareness but it should be used in collaboration with marketing on other media channels.

Be creative
The technology available to us is constantly changing and evolving and the sky really is the limit in what you can do and achieve. Take full advantage by using elements such as movement, animation and even AI!

If you’re looking to transform your approach to advertising, our design team are here to help

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