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Harford County Signs and Banners Blog

Outdoor Signage – Make It Digital

Tuesday, March 19, 2013

The outdoor signage market covers a variety of media that your custom sign professional has the capability of handling.  Billboards, transit, street furniture and alternative media are the primary categories of outdoor signage, with billboards making up the lion’s share at 65 percent of the revenue, according to the Outdoor Advertising Association of America.  That share may be growing even more as dynamic digital signage continues to gain in popularity.  Billboard advertising remains one of the most cost-effective forms of advertising at an average of $2.18 CPM (cost per 1000 impressions) for all forms of billboard ads.  It is second only to vehicle wraps, estimated at $0.80-$1.30 CPM.  According to a recent study by the OAAA, the CPM of a 30-second prime time spot is $17.78, a one-third page black and white ad in a top 100 newspaper market is $22.95 CPM, and a four-color, one-page ad in a magazine is $9.35 CPM. 

If your business is serious about outdoor signage and you want more than just the sign that identifies your company name, then digital signage may be for you.  More digital signage is being turned on every day in Harford County, because business owners are realizing that the investment will pay for itself in a matter of a few years.  

An upcoming digital signage seminar at the OAAA convention promises to focus on the key elements -- hardware, software, connectivity, content, operation, design.  We can already summarize, but look forward to the details:  Invest in good hardware that will showcase your graphics in beautiful color and clarity.  Explore intuitive software that’s easy to use.  Make sure you’re connected to a high-speed network.  Get creative with your content, but keep it simple.  Know how to operate the system, and make sure your signage professional recommends a good design.  In short, invest and let the messaging do the rest. 


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