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Outdoor advertising lamp screen 8.54x6.4 m | Outdoor advertising LED screen 6x4 m |
We have compared two screens located in similarly attractive sites:
1. LED screen with 55 sq. m area (linear dimensions 8.54x6.4 m).
2. LED screen with 25.6 sq. m (better resolution but linear dimensions 6.1x4.0 m).
The first screen attracted more customers and earned significantly more than the second. It turned out that advertisers are concerned mainly with the total audience of viewers. The information on the smaller LED screen could be viewed only from the distance of 40 meters; for drivers and their passengers the contact time is absolutely negligible (considering the car speed). Moreover, installed in the center of the city the screen was dominated by the surrounding huge buildings. As a result, its primary purpose of grabbing attention of viewers was mostly lost.
The second screen in our comparison (installed in Moscow near the Intourist Hotel) has the display area almost twice bigger – 55 sq. meters. Therefore, commercials become clearly seen from the distance of 100 meters, thus, significantly increasing the contact time and the potential audience.
From the point of view of advertising agencies this is the factor that is worth the additional cost for the purchase of such screen. Again we want to stress that it is not important to see the screen but to see and read what is displayed on it!
Here we have to ask ourselves a question. With the prices similar, which factor is more important: resolution of the image or linear dimensions of the screen?
Naturally, resolution is an important factor. It allows making images sharper and including more details in the picture. However in outdoor advertising the actual dimensions of image, printed words and telephone numbers appear to be of primary importance.
Let’s try another virtual experiment. Imagine that you place a TV (with extremely good resolution) on a 7-9 meter stand (or a roof of a 3-storied building). Then move away to consider its effect. With the good resolution and excellent brightness you may probably see the TV at the distance of 100-300 meters. However, you will not be able to discern the images or read printed messages until you return back to stand directly under it. So, what’s the use?
The conclusion is obvious. Dimension is more important than resolution. Moreover, the more dimensions of the screen, the better the resolution. Make your choice!
Thus, if you select the site for the screen, its height and linear dimensions correctly, and start creating commercials considering some peculiarities of outdoor environment, you will turn your screens into an effective and profitable advertising