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Issue #1/1999

The electronic outdoor advertising:
composite usage of various types of electronic outdoor advertising

So we shall continue the story about the electronic outdoor advertising. [ part 1 ]

In today's release of our issues we would like to provide examples of composite (simultaneous) usage of various types of electronic outdoor advertising.

For example

• Simultaneous usage of neon advertising, electronic screen and Trilogic system.

You can see that the basic advertising signboard is Labbatt SkyDome, there is also a "common" ad that is displayed on the electronic screen and on the Trilogic system (located to the left of the electronic screen).

Simultaneous usage of light volumetric advertising, electronic screen and various compositions of neon or electronic led and lamp letters, and also of information replaceable signboards.

First of all, we would like to draw your attention to certain features typical of electronic outdoor advertising worldwide (also see our issues releases # 7, 9, 10).

Electronic outdoor signs / screens of “common” ad usage are already widely spread in the countries of South-Eastern Asia (Korea, China, Indonesia etc.).

• I.e. for outside broadcasting advertising goods of various manufacturers (for these purposes the number of huge outside screens with live video mode in Korea has already exceeded a few dozens),
• The owners of screens in Northern, Central and Latin America tend to use their screens in composition with various types of other electronic outdoor advertising, and firstly as the signboard of their own bar, restaurant, casino, hotel, office complex) or for advertising their own goods (for example Coca-Cola, a brand name of computers, a make of automobiles, a name of a drink etc.), and secondly - common advertising of goods that are not competing with their own ones.

Perhaps, it is connected with different approaches to advertising activity in different law systems, or maybe with the fact that the countries of South-Eastern Asia experienced rapid development during the last 10 years and were more flexible to accepting new technologies, especially in outdoor advertising. Therefore these countries were the first to install great many huge outdoor advertising screens & bright signboards, and even composite signs.

Now we can observe the tendency of mutual influence – to be more exact, the usage of optimal achievements. I.e. in the countries of the American continent you can see more & more huge outdoor screens that are used for common commercial broadcasting. And in Asian countries there appear more compositional boards – a constant signboard of one manufacturer or a sign of a hotel or a casino.

Undoubtedly, this new direction has its own advantages: you install your own sign (of a hotel or a casino), and it is added by an electronic outdoor screen (for attendant or common ad usage).

This 3^rd part of our issues is devoted to the question of “optimal” choice of linear sizes & the type of the system; we will also touch upon the question of usage of the screen (for advertising your own goods & for common ads).

How to choose large electronic screen / sign / display for advertising
own goods & common advertising

If you want to use the system as your own sign or for advertisement of your own goods, and secondly for common advertising usage, you should consider the objects you are going to attain by means of your screen & ad.

The main difference between this case and the previous ones is the following: one screen, even the best one, is not enough if it is also your own permanent sign (the name of your company, hotel, casino, shop, goods, etc.) combined with either an outdoor TV screen, or Trilogic or with both these systems. This will not only add to and emphasize your own sign, but also introduce unique & special dynamic action (not primitive – like with neon signs) that is typical only of video and animation image. Thus your sign will never be considered part of standard static outdoor advertisement that we are so used to that often do not pay attention to it.

Secondly, this signboard should favorably compare with all the other signs in your city.

Then, you should keep in mind that it is YOUR screen – and not only the signboard for common ad usage. That is why you should consider the question of recoupment in regard to its direct purpose – to attract as many clients or visitors to your goods or services as possible.

But on the other hand, if this signboard contains an electronic display / sign / screen that can display common ads, why not use this opportunity (as many screen owners in America, Asia and Europe do)?

In general, total recoupment or the ability to cut down your own advertising expenses to minimum is the characteristic feature of electronic signs that make use of outdoor video screens. That is why maybe they are widespread in the US.

The main aspect in the choice of the elements of this signboard (as practice has proved) is the total price of the system.

If we regard only the electronic sign / display / screen element, there is a tendency during last 2-3 years that is close to the rules that we considered in the 1^st and 2^nd parts (only the demands to linear sizes are less strict).

Examples of signboards that make use of electronic signs/ displays / screens (Northern, Central & Latin America).