Digital signage is increasingly important these days, and it is estimated that this market may grow with a Compound Annual Growth Rate (CAGR) of 7,3% in the next four years. This reality is, besides being advantageous, versatile. This is because it can be used both indoors and outdoors.
The growing adoption of digital signage products is creating more and better solutions available on the market, existing in different shapes and sizes. But the distinctions are many, especially when we talk about closed spaces and outdoor spaces, which present challenges for digital signage and advertising in general. Nevertheless, the main differences between these two environments lie, above all, in the objectives of the signage itself, in the hardware, in the type of audience the digital billboard is intended for and in interactivity. Here are some examples.
As a rule, digital billboards for outdoor seek to attract the attention of the target audience, which results in a certain response on the part of the target audience. The main objective of external digital signage is to inform and make citizens’ businesses, brand, services and products known. There is an intention to convey a message for quick and clear observation.
With regard to internal digital signage, this essentially aims to transmit more personal and specific information, usually within a department, location or institution.
The target audience
The external digital signage addresses the citizen on the street, who unintentionally encounters with the equipment and information that it transmits, and may not attach great importance to him. In view of this, outdoor billboards need to attract public attention with captivating messages, in order to keep people interested as long as possible.
Indoors, citizens are no longer faced with equipment. On the contrary, they usually know what to expect and are more interested and motivated by the messages transmitted.
In a certain way, it is possible to say that external digital signage is a way of attracting citizens and preparing them for the purposes of internal digital signage.
Although interactivity is present inside and outside, it is more appropriate in closed places, since it is normal for the respective monitors to have interactive features, enabling response to requests, entertainment and navigation. Bearing in mind that interactivity makes everything look more personal, it ends up combining better with the indoor environments.
Despite this, interactivity is also present outdoors. PARTTEAM & OEMKIOSKS digital billboards, for example, allow, among other features, to take selfies. In addition to displaying dynamic advertising, PARTTEAM & OEMKIOSKS equipment also allows immersive interaction.
The requirements for an internal environment are easy to understand, since there is total control of the environment, in addition to a certain stability. After setting up the digital signage, there are no significant concerns about brightness or the external environment and the weather.
Outside, in turn, there are several precautions that must be taken. On the sunniest days, for example, the brightness must be increased in order to combat sunlight. As it gets dark, it should be adjusted – if possible, automatically. Similar factors that cannot be controlled, such as climate change or acts of vandalism, influence external hardware options.
Another key aspect is the difference between LCD monitors and LED monitors. There are several differences that can be pointed out, but the one that stands out the most is related to the fact that LCD screens are intended for indoor environments. LED monitors are mostly used outdoors, because they can display the same content over a longer period of time. In fact, the most important thing in external systems is temperature control, which is essential for:
- Prevent stains;
- Ensure good performance levels;
- Ensuring long-lasting integrated components.
In spite of the fact that the objectives, the target audience or even the content of the messages are different in the two environments, they are equally essential. What matters is that messages are conveyed in a way that draws the attention of citizens.