Billboard advertising has come a long way since its origins in the early 19th century, when posters and hand painted signs were used to promote goods and entertainments. The expansion of the roads and railways meant that large-scale billboards became a defining part of the 20th century landscape.
Major brands such as Marlboro and Coca-Cola used giant signs in city centres and alongside highways to build brand recognition in the days long before mass media or digital marketing was introduced. Throughout the 20th century, signs were enhanced with electric lighting to increase visibility, but they remained static.
All this changed dramatically at the dawn of the 21st century, when LED technology revolutionised the medium. The limitations of static posters are brought into relief by the dynamism and visibility of LED advertising screens. The content can be updated remotely at the touch of a button, and adjusted to different audiences or the time of day.
The technology is evolving to include 3D imagery, interactive features and brighter and crisper images than ever before. Here’s a look at why a permanent digital billboard is a long-term investment for landowners, commercial property developers or local councils with access to a high-traffic outdoor space.
Rotating adverts for maximum on investment
One of the most advantageous features for those with ownership of a permanent digital billboard is the ability to lease rotating ad slots to multiple businesses, rather than having a single client. For example, LED screens can be paired with content management systems to automate display schedules and show ads on a repeating loop of eight to ten seconds.
The adverts can be run 27/4 in high traffic areas, potentially generating thousands of pounds of income per month. Premium rates can be offered for prime-time hours or video/3D/animated content.
This means that by upgrading from a static to a digital screen, owners can significantly boost advertising revenue and will soon cover the cost of the initial investment.
Low maintenance, high quality
Modern LED boards are designed to withstand extreme weather conditions and are heat, dust, moisture and pollution resistant. They are also low maintenance, energy efficient and have a very long lifespan of 100,000 operational hours or more.
They are also compatible with remote monitoring and diagnostics systems so you don’t need to physically visit the site to update content or carry out maintenance.
Increasing the value of your site
A permanent digital display can add value to your site, whether you are a commercial property developer or own retail or prime brownfield space. The ability for high-visibility marketing opportunities will make your property more attractive to big-name brands, advertisers, tenants, even organisers and more.
Beyond advertising, the screens can be used for live event promotions, sponsorship deals and social media integration.
An investment that increases in value over time
The digital out-of-home (DOOH) advertising market is growing rapidly across the UK, as businesses and advertisers begin to understand just how much better audience engagement is compared to static signage. The value of good quality LED billboards in prime locations is only set to increase in the future.
If you have a high-traffic space, such as near roads, train stations, stadiums, or shopping centres, or rooftop space or walls with good visibility, then a permanent digital billboard could turn it into a much more substantial asset. Unlike traditional static signage, you won’t need the clutter of multiple boards to make the income stream worthwhile.
The initial investment will soon be equaled and overtaken by a potentially significant and consistent future income stream.
