Those colored eye-catching light-boxes illuminating the city informing the people about the brand are the window to the engaging smart advertising solution using the Light Emitting Diodes (LED s). Although there are many conventional advertising platforms like radio, television, newspaper and hoardings but due to their repetition and boredom, people want something creative, something they had never seen. Something that is eye catching, engaging, creative, that creates a sense of trust towards the brand. The advertising industry in India has already crossed a benchmark of 130 billion US $ in 2017 and is expected target till 2020 is 220 billion US $. The reason behind this increase is the introduction of new brands and products parallel to the increase in the smart advertising methods like Search engine optimizations, affiliate marketing strategies, social media marketing, content marketing, student engagement programs digital marketing methods, mobile marketing strategies etc. People want smart advertising methods to replace the conventional one. One such is Digital Signage which is a modern and advanced engineered form of hoarding and posters along with the combination of LED s. A successful ad campaign requires clear, focused target and visual content. These LED boards are effective in eye catching as new technology is always eye catching to the public.
Digital Signage are digital displays that use LCD, LED projection, e-papers used to display images, videos and web pages, restaurant menu, road signs etc. As cited by Mr. Schaeffler J. Digital Signage is “a network of electronic displays that are centrally managed and individually addressable for the display of text, animated or video messages for advertising, information, entertainment and merchandising to targeted audiences”. These systems are best used to display Public Information (news, weather, traffic, location, city maps etc.); Product Information (pricing, photos, raw material, ingredients, applications etc.); Branding (advertising and promotion of various schemes, QR code coupons, discounts etc.); Navigation (directions, place name, tourist information etc), Reservations (scheduling, arrival, departure of trains, buses, flights etc.) and many more. The content it contains in any of the form (text, image, and video) can be controlled by using Display Controlled Software. The biggest advantage of using Digital Display Boards is that they are eco – friendly and can help with reducing the amount of paper wasted on posters and hoarding. They are re-usable along with having some technical advantages too. We can input content in various formats such as texts (scrolling text, animated text); images (digital images, scrolling images, animated images, GIF s etc.); Videos (any video format); interactive interface; context aware interface with color adjustment according to day and night light. These features are not possible with conventional hoardings.
They are having LCD, LED or plasma screens to display the content which is controlled by various software like Diplay Fusion, Screen Monkey, Novastar, etc. Embedded touch screens, movement detection,and image capture devices enable these forms of signage to reflect how users are interacting with them.JPEG images and MPEG4 video format are the standard file format for Digital boards. HTML5 and UNITY3D are also used to enhance and create the creative eye-catching content. With the advancement of technology many countries like USA and China are using 3D, holographic boards, fog and water screens which seems to be very attractive.APIs for some digital sign software allow ‘customized content management interfaces’ through which end-users can manage their content from one location.The more advanced software is in the process to create automatic content, creating a minute by minute content regulating according to real time data and artificial intelligence. These signboards are the combined application of electronics, electrical and computer programming used in the advertisement industry.
LED s are energy efficient and a great step towards reducing carbon footprint. Such boards are having superior long life, durability along with no additional requirement of any bulbs or lights. US and China already having a largest digital boarding advertisement medium. China currently leads the world in the number of digital sign displays deployed. A Nielsen report, the 4th Screen Network Audience Report identifies that digital screens in the “fourth screen” category in the US generated over 237 million monthly exposures to persons 18 years or older. In movie theaters Screen vision operates over 14,400 screens in US movie theaters; GSTV (Gas Station TV), reportedly generates over 32 million digital sign impressions every month. India is still a growing market towards these boards and a market of 220 billion US$ is eagerly waiting to include the contribution of such advancement in the advertising industry.