How DOOH networks transform the cityscape in 2024

DOOH networks: the digital transformation of cities has brought about new opportunities in the realm of advertising and communication.

One of the key innovations has been LED screens, which not only alter the city’s landscape but also open up wide prospects for digital advertising. Through DOOH (Digital Out Of Home) advertising networks and their inventory, mall media facades, and other solutions, these screens go beyond ordinary advertising media and become a true transformative force for modern cities.

 

Digital advertising and DOOH

 

Digital Out Of Home (DOOH) is one of the fastest-growing segments of the advertising market. It’s a form of advertising displayed in public spaces through digital media such as LED screens. DOOH enables advertisers to reach a large audience and precisely target their message using geotargeting and contextual advertising.

 

Mall media facades

 

Shopping and entertainment centers use mall media facades to attract shoppers’ attention and create an atmosphere. LED screens located on the facades of malls catch the eye and provide advertisers with the opportunity to showcase their products and services in a bright and effective manner.

 

Integration into architecture

 

Media facades offer new possibilities for transforming the external appearance of buildings and concealing their flaws. Bright LED screens can mask worn-out finishes and outdated decor, giving the structure a refreshed look. The more space a media facade occupies, the easier it is to change the building’s appearance.

 

These organic structures also serve as sources of illumination, emitting colorful rays that transform streets and make the city more appealing. LED screens have fewer capabilities. They cannot enhance the appearance of the object or make the architecture more original. Only large screens provide good lighting.

 

Transparency

 

To allow sunlight to penetrate into a building with a media facade, the display can be made more or less transparent. This allows for creating comfortable conditions for employees of shopping or business centers without giving up on showing advertisements on a large screen.

 

LED displays are not transparent. They do not let sunlight pass through, so they are placed on those parts of buildings where there are no windows.

 

Ease

 

Media facades are significantly lighter than conventional LED screens. If LED screens cannot be mounted on buildings made of wood, aerated concrete, or brick, then media facades can. They do not damage the wall finishes and will not cause them to collapse. Trusses are used for mounting media facades, allowing the structure to be placed at a short distance from the external walls.

 

Size

 

The dimensions of LED screens are limited by the load-bearing capacity of the walls on which they are mounted. The larger the size of the display, the heavier it is. A large weight can cause installation problems. Heavy screens are not suitable for placement on brick, aerated concrete, and wooden buildings. Whereas media facades can be mounted on any building. The lightweight construction allows for creating displays that completely cover the entire building.

 

Protection

 

Media facades are significantly thinner than classical LED screens, so they are equipped with additional anti-vandal protection. Thanks to this, the structures withstand impacts, wind loads, and other external influences. A LED display that covers the entire facade of the building is more vulnerable. It only takes a strong impact to damage it.

 

Brightness

 

Outdoor LED displays are characterized by high brightness. The images they transmit are visible even in bright sunlight. Media facades cannot boast of this. Devices with minimal brightness (4500 cd/m²) provide good image quality in low light conditions. During the day, the information transmitted by them looks less impressive.

 

Image quality

 

The resolution of media facades is lower than that of conventional LED screens. The minimum pixel pitch for a media facade is 15 mm, whereas for a classical display, it can be made 4 mm. Because of this, the image quality differs significantly. Sharp, saturated, and beautiful images can only be achieved using LED screens.

 

Innovations in DOOH and media facades

 

One of the key innovations in the field of DOOH is the development of software for video walls and media facades. This not only allows advertisers to control content but also ensures greater security and efficiency of the screens. Integration of anti-vandal systems ensures the safety of advertising media facades in outdoor environments, making them a reliable tool for digital advertising in cities and shopping centers.

 

LED screen software

 

The heart of any LED screen is the software that controls content playback. It not only realizes advertising display but also provides centralized content management. Thanks to this, operators of media facades and DOOH networks need only one software to manage all screens in a city or even a country.

 

Everyone understands that undoubtedly, the success of DOOH advertising depends on software that allows advertisers to control content, location, and timing of ad playback. It also provides the ability to collect audience data and measure campaign effectiveness.

 

Navigation screens

 

LED screens prove to be effective navigation tools due to their brightness, wide viewing angle, and ability to display dynamically changing information in high quality. They become an attractive solution for businesses aiming to attract the attention of their customers and direct traffic flows.

 

DOOH advertising: A new level of interaction

 

DOOH advertising opens up new possibilities for interacting with the audience. It allows influencing consumers in real-time by offering personalized messages and advertising campaigns.

 

Screen and software for population notification

 

The development of software for LED screens allows notifying the population about any emergencies – from radiation leaks to air pollution. Integration of screens with sensors for collecting indicators provides visual information that attracts attention and enhances the effectiveness of conveying emergency information.

 

Innovations in targeting for DOOH advertising

 

One of the most important innovations in the Digital Out Of Home (DOOH) sphere is targeting technologies that allow advertisers to precisely tailor advertising messages to specific audiences. By utilizing location data, social media, and other sources, advertisers can create personalized campaigns that effectively engage with their target audience.

 

LED screens: Innovations in display technologies

 

The development of display technologies is also a key aspect in the evolution of LED screens. High resolution, HDR support, wide dynamic range, and brightness are just some of the parameters that are constantly being improved in new models. This allows for the creation of higher quality and more attractive content, which attracts more audience attention and increases the effectiveness of advertising campaigns.

 

DOOH and LED screens: The future of digital advertising

 

In a rapidly evolving world, DOOH and LED screens remain at the forefront of innovation in the advertising industry. Their power and flexibility allow them to adapt to the changing needs of businesses and consumers, opening up new opportunities for creativity and communication. Together with constant innovations in software and display technologies, these platforms remain an endless source of opportunities for advertisers and marketers in the digital advertising era.

 

In conclusion

 

LED screens, along with the software for their management, are transforming cities, providing new opportunities for digital advertising and communication. They become powerful tools for advertisers and media agencies seeking effective and innovative ways to capture the attention of their audience.

 

Advision is a Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our own software and hardware solutions.

 

Contact us, and we will help you implement the most modern technologies to solve your problems!

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