The Led Display takes to the street

The new trends in outdoor advertising with dynamic outdoor display systems and the business opportunities that this market segment opens are the points analyzed by Lorenzo Herranz, product manager Led Display de Caverin Solutions, in this Tribune. A value proposition that this Spanish wholesaler highlighted together with its partners at its Digital Experience Show event. 2014, recently held in Madrid.

In the last decade, outdoor advertising has undergone an evolution at all levels.; from a renewal of the professionals who work in the environment to a change in the sectors and companies that are investing in it.

This revolution has generated a demand for new outdoor communication solutions, el Led Display, that offer a wide range of possibilities for the advertiser both at the communication level and in formats., positioning itself as the most effective means of transmitting brand image, notoriety and exclusivity.

The Led Display's sole objective is to awaken consumer interest, making you feel an active part of the contents, allowing an exclusive selection of topics that differentiates them from the rest of the messages with which they interact every day.

Concretely, A dynamic outdoor screen ensures that the public stays for a while. 60% more time viewing content. That is why in this type of strategies the number of impacts perceived by the consumer is not so important., like their quality.

Spain ranks as the third European country in DooH investment (Digital Out of Home). Large exclusivists have certified this with the deployment of advertising circuits, based on monopoles and digital supports, with location in the main Spanish cities. In Madrid, For example, There are projects underway to install large-format screens in the Plaza de Callao.

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Short-term outdoor trends

At the level of solutions we can differentiate three clear short-term trends:

• Large format display covering PP10MM and PP16MM solutions (DIP) and solutions from PP10MM and PP8MM. It is about the (SMD), similar to the screens located in the center of Madrid. In both solutions the common denominator is high gloss solutions, from up to 12.000 nits with great resolution.
• Integration of Led Display solutions on large format canvas for specific actions, with an approximate duration between fifteen days and three months. They are formats 16:9, with approximate measurements 10×5 y 12×6 and PP8MM up to 16MM.
• Indoor hybrid solutions with outdoor brightness that include solutions from PP10MM, PP6MM y PP4MM. These solutions, that do not reach 12.000 nits but they are in the ratio from 2.000 a 4.500 nits, They are being installed mainly in retail market windows..

Regarding the future of the outdoor Led Display sector in system development, the trends are:

• Development of lighter products, with designs machined in carbon fiber with a PP5MM blak.
• Led Display curtains are also positioned as a solution that will have a great impact thanks to their lower weight and investment cost., since they allow the passage of light for building coverings (PP16MM, C25 and C50).
• Finally, Manufacturers are designing indoor solutions with a PP less than 1MM, that can be seen on the market within two years.
• In 2015 Solutions with PP1.5MM and PP1.2MM will come to the market.

These trends, as well as the latest audiovisual solutions in digital signage screens and digital signage have been shown during the Digital Experience Show event 2014, organized by the wholesaler Caverin Solutions together with its partners in Madrid, whose detailed information can be accessed in this link.

Juan Lorenzo Herranz

Product manager Led Display de Caverin Solutions