What features can you expect from an LED advertising panel?

3 July 2023

For many people, the functionalities of an LED advertising panel are self-evident. Companies use them to display static, animated or video content, with the aim of showcasing their products and services. They can also be used to provide practical information or to promote their brand. But can they expect more?

The question arises because an advertising LED panel is not just a channel for disseminating information. It has other functionalities, i.e. potential uses that go beyond communicating content to audiences. Manufacturers of LED panels (and dynamic displays in general) integrate marketing campaign management and performance measurement systems into their solutions. These levers contribute at several levels to the effectiveness of the organisation and its teams.

In this article, discover all the features that a company can expect from an LED advertising panel!

Managing content distribution on an LED advertising panel

LED advertising panels are digital tools. They are equipped with technologies that enable them to be connected to internet and computer networks. And to centralised management systems run by companies. In fact, this is one of the key features that distinguishes traditional billboard displays from digital displays: the content of LED advertising panels, across an entire fleet of screens, is managed in real time. This has two advantages:

Advertisements can be changed instantly

This gives companies the opportunity to transmit a greater amount of information. In particular, by varying the frequency with which content is rotated. They can also take advantage of this communication agility to compare the performance of different content as part of a test and learn approach.

Advertising can be part of different communication strategies

Not all the LED advertising panels in a screen park broadcast the same content. Companies have the choice of adapting the use of each advertising panel as they see fit. For example, they can select the screens for a specific point of sale and synchronise them to create an attractive customer experience. They can also personalise each piece of content according to the location and position of the screens.

Simplified management of advertising on LED panels makes a company’s marketing/communications teams more efficient. They have the freedom and autonomy to manage their screens. In particular, this allows them to personalise their contact with prospects and customers. What’s more, the intuitive management of LED advertising panels makes them practical tools that meet many other communication objectives!

The operating system for LED advertising panels is an essential part of the solution package. It enhances a company’s organisational performance by saving time for its teams.

More generally, the functionality of each digital communication tool depends on its technical characteristics. To understand all the possible uses, it is advisable for a company to carefully study the technical criteria to be taken into account before purchasing an advertising LED panel.

Creating content with LED advertising panels

  • In some cases, the LED advertising panel is a tool for creating dynamic content. In these cases, its management system includes specific production software.
  • The creative possibilities do not match those of a DTP (Desktop Publishing) tool in the hands of a computer graphics artist
    or videographer. On the other hand, standardised creative models produce content of a quality that meets a wide range of communication needs. What’s more, the effectiveness of the messages conveyed by LED advertising panels remains unchanged. After all, the appeal of animated content lies above all in its dynamic nature!
  • Content production software integrated into the display solution also facilitates the process of customising content according to its location. For example, a company can adapt part of the text of an advertisement that is broadcast across the whole range of screens. And in so doing, increase the public’s sense of proximity to the company.
  • A graphics creation function is therefore interesting from a ROI point of view. Companies can save time, be more efficient and make savings. Whether by reducing the workload of a salaried graphic designer/videographer. Or by not having to call on an external resource to create static, animated or video content.

Making money with LED advertising panels

LED advertising panels can be a source of revenue for businesses.

It’s all a question of audience qualification:

An establishment knows a priori the type of public it welcomes. If the individuals can be grouped (in an abstract way) into a relatively homogenous category, then the business that caters for them can use its LED panels to sell advertising space to other businesses. The latter see an advantage in this when the audience generated by the establishment is close to their profiles of prospects and customers. The attention generated by LED advertising panels can thus lead to a new source of revenue.

What functions can we expect from LED advertising panels in the future?

Innovation and technological progress are driving the development of LED advertising panels, both in terms of their properties (performance, reduced environmental impact, etc.) and their potential uses.

These communication levers could become more “intelligent”. Depending on the type of audience present on site, they could automatically adapt the broadcasting of content in real time. But when this ‘intelligence’ involves technologies that come up against ethical issues and do not comply with regulations, it is not conceivable that they could be developed in public places. In France and Europe, for example, regulations in this area are very strict because they protect the respect of individuals.

The main future functionalities could emerge from innovations linked to content formats. Some technologies are already blurring the boundaries between the ‘real’ and virtual worlds, creating even more immersive experiences:

Holograms

By virtually recreating the relief of an object, holograms give the illusion of visual content that is fully integrated into the physical world.

Virtual and augmented reality

Virtual and augmented reality are two of the most widely used forms of entertainment. They enable people to be immersed in a virtual world that is completely separate from their current environment, or to create a kind of bridge between the real and virtual worlds using a screen that adds virtual images to a given environment.

LED advertising panels are a communications tool best known for the effectiveness of their content delivery. But they also have a host of features that, thanks to digital technology and innovation, improve business performance: communication campaigns can be managed more easily, content can be personalised instantly, customer acquisition can be stimulated by attractive and/or immersive content, and new sources of revenue can be generated.

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