Digital Spectaculars vs. Digital Billboards: Which is Right for Your Brand?

In today’s day and age, technology is becoming more and more integrated into our everyday lives. This has been evident in the marketing and advertising spaces more than it has almost anywhere else. With the onset of the COVID-19 pandemic, the virtual and digital economies saw a boom that was unprecedented. Even so, the influx of activity conducted over virtual economies and marketplaces has been relatively steady as more and more users continue to rely on the virtual marketplace for everyday transactions that would previously take place in person.  

 

Not only that, but the way that marketing and advertising campaigns are designed, constructed, and executed is much more technical than it ever was before. With the integration of social-media-content-managers like Hubspot and marketing platforms that track consumer data, to softwares designed to help marketing professionals define their target audience; there is simply a lot more technology involved in advertising and marketing today, than there has been in the past. 

 

If you’re designing a modern day marketing campaign, you’re likely going to run into options that include digital billboards and digital spectaculars. If this is your first time hearing these terms, you’re in the right place, as we’ll explore them in depth below. 

What is a Digital Billboard?

A digital billboard is relatively easy to explain because most of us are already familiar with its non-digital-counterpart. Digital billboards are exactly like non-digital-billboards, only the advertisement is displayed on a monitor, rather than on a stagnant backing. This provides advertising and marketing teams with a few different options that are unavailable on a normal billboard. 

 

First and foremost, this opens up the book for designers. Digital billboards offer designers the ability to integrate animation and other active media into the billboard advertisement that makes it more engaging and eye-catching for consumers who pass by. Additionally, digital billboards can be good for companies who want to run multiple ads at the same location. Digital billboards offer owners and users the option to load multiple ads which are then cycled through on the display. 

 

Digital billboards can be an effective way to catch the eye of a consumer, but besides offering some advanced graphic design capability, they function very much in the same way as typical billboards. That being said, they can still be an excellent addition to a comprehensive marketing and advertising strategy. 

What is a Digital Spectacular? 

Digital spectaculars differ from digital billboards in a variety of ways. The most obvious element that differentiates digital billboards from digital spectaculars is the size, scale, and scope. A digital spectacular involves taking a space and stacking a series of monitors and screens atop one another. This essentially creates a wall-of-monitors on which a sort of mosaic-type-advertisement is then displayed. 

 

There is quite a bit of design work involved in creating effective digital spectaculars that both engage consumers and properly communicate the message of the brand. Not only that, but finding the right place to strategically position digital spectaculars to maximize consumer exposure can be a little bit tricky because of their size. 

 

All of that said, though, digital spectaculars can be a very powerful way for a brand to establish themselves as unique among their audience by delivering a truly memorable experience. 

Designing the Campaign for Scope and Scale

Determining if a digital billboard or digital spectacular is right for your brand can sometimes be as easy as evaluating the scale and scope of the campaign you’re designing. If you’re designing a run-of-the-mill campaign, you’re likely going to want to utilize digital billboards for their cost effective nature. 

 

If you’re working on a marketing campaign that really needs to be splashy and stand out, on the other hand, a digital spectacular could be the right play for your brand. 

Using Both Digital Billboards and Digital Spectaculars

Additionally, there’s nothing in the rule book saying that you can’t simply make use of both digital billboards and digital spectaculars in order to connect, engage with, and communicate with your target audience. Both digital billboards and digital spectaculars offer organizations a powerful avenue through which they can establish their brand identity while also expanding brand visibility. 

How Technology is Influencing OOH Marketing

Technology is undoubtedly changing the out of home marketing space for the foreseeable future. With the introduction of animated advertisements on digital monitors, digital billboards, and digital spectaculars, there are a ton of different ways in which out-of-home marketing and technology are beginning to intersect. 

 

This could very well pave the way into the future of marketing tactics and strategies in general.

Final Thoughts 

Knowing which marketing and advertising tactics and strategies are best suited for your business will help you focus your advertising efforts where they need to be in order to continually connect with and engage consumers and potential customers alike. 

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