If somebody tells you, “drive 50 kilometers ahead, then take a left to THAT road, and then…” Well, even if you drove 50 Km, how would you know that THIS IS THE LEFT I SHOULD TAKE? Simple, there will be a signboard or something like that to help you reach where you want.
Similarly, if you are traveling but run out of gasoline, you will definitely look for refueling. But you were driving really fast, and you actually skipped a filling station… what are the odds for that? To be honest, it is not true, at least in this modern world. Why? Because there will be signboard which you can see from far away.
These signboards are collectively defined as signage, and brands use them for advertising purposes. So, what is signage advertising? What does it do? And… Let’s get to the point directly.
What is Signage Advertising?
Signage is a broader term that includes any type of graphical representation or displays with an objective to convey information or a message to an audience. Similarly, signage advertising simply means to advertise or promote a brand/business/company with a graphical display. In short, signage advertising consists of three main ingredients:
- Graphical display/representation
- Target audience
Businesses install these signs/signboards on the roads, streets, inside or outside the buildings, etc. Common examples include murals, billboards, banners, sandwich boards, street name signs, and digital/electronic displays (digital signage advertising).
What is Digital Signage Advertising?
Digital signage advertising is an advertising strategy that uses electronic/digital signs to:
- Advertise a brand, product, or service.
- Communicate with the customers or a target audience.
Digital signage advertising is a need of time in modern advertising practices because of its endless applications. Brands are using this form of advertisement at almost all customer touchpoints.
Purpose of Signage Advertising
Just as mentioned above, signage advertising focuses on communicating with customers or the target audience. Apart from that, this form of advertisement has the following purposes.
Marketing And Advertising
It is not hard to understand that company uses signage in order to advertise or market their products or services. Companies use different signage advertising channels for advertising their products, such as advertising hoardings, building wraps, outdoor signage, etc.
Signage advertising not only attracts customers but can create curiosity in their minds. For instance, a creative and enticing window display can lure a customer to at least have a look at the product in detail. Most importantly, a thoughtfully designed signage advertising itself can convey the brand message and make an impressive first impression.
Signage advertising not only helps customers to identify a place or a brand but also helps businesses to create a brand identity. Many industry leaders such as Starbucks, coca-cola, Pepsi, etc., have used street signboards as a part of their marketing strategy. In fact, many brands, such as food chains, have the same exterior and interior outlook in all of their outlets in order to be recognized instantly.
Signage is very important for customers’ direction guidance, especially in shopping malls, corporations, and hospitals. Signage in shopping malls helps customers to find their concerned brand. Similarly, directional signage helps visitors or patients in festivals and hospitals, respectively.
Signage Advertisement does not only mean you have to convey a message. Sometimes, businesses use signage to enhance the outlook of a space or surrounding. Yes, it may not be conveying a direct message, but prominence itself is a form of communication.
Types of Signage Advertising
Advertising signage can be of different types, but here are some of the most common.
Businesses place sidewalk signs (A-frame signs) on the sidewalks for advertising purposes. Yes, almost every type of business uses sidewalk signs. However, sidewalk signs are more common in small or local businesses. As they are installed on the sidewalks, they have a much better chance of greater customer exposure. Moreover, changeable sidewalk signs allow businesses to change their ads (depending on the contract) design.
Also known as pull-up banners or roller banners, roll-up banners are another effective type of signage advertising. The good thing about them is they are reusable even after using them for years and years. Roller banners have metal frames to give them support, and businesses can change them according to their needs.
Brands can use them for outdoor and indoor settings. In comparison to other signs, the best thing about roll-up banners is you can show a lot of information within a little space.
Window graphics are a great way to use your business’s free space. A business can utilize its empty space on building walls and windows in an efficient manner. In fact, window graphics are a perfect way to advertise your brand’s logo without paying any extra amount.
The best thing about windows graphics is that they are very cost-effective. You can change the graphics whenever you want. Decals and stickers are the most common forms of window graphics.
As the name suggests, wall-mounted signs are advertising signs placed or installed on the walls. A business can place signs on the outside and inside of the walls in its business premises. They can be of different sizes and can save a lot of space.
It comes as no surprise that attractive and creative wall-mounted signs can leave an impactful first impression on your customers. In fact, outer signs can help you grab huge attention if you get them right. They can be in the form of illuminated signs or metal signs. Customized backlit lobby designs are one of the most common wall-mounted signs. These displays are illuminated with less voltage LED lights.
Freestanding signs supported by a one or two-pole structure, pylon signs are a great way to get attention even from a distance. As height is their advantage, they are often termed as road signs or highway signs. Generally, businesses located around or on highways use pylon signs very often.
Businesses mostly use pylon signs that can be illuminated because this increases their visibility during nighttime. A well-designed and perfectly placed pylon sign can surely catch the audience’s attraction.
Examples of Signage Advertising
Although so many companies use signage advertising, here are some standout and worth mentioning signage advertising campaigns.
British Airways: Real-Time Flights Update
If there is a list of the best digital signage advertising campaigns, then this British Airways ad will surely top the chart. The digital signage from the company was not only futuristic, but it was clever too. A digital screen was used to give updates related to the flight number and the destination. However, the most intriguing part of this ad was the picture of a child pointing up towards the sky as the plane flew over the digital billboard. This was a perfect combination of real-time information and creativity.
Hjärtat: The Smoke Detector
Hjärtat, a Swedish pharmacy, created a controversial yet very fine piece of digital signage advertising. The built-in smoke detector in the company-installed billboard could sense the smoke when a smoker passes by. After the smoke detection, a person coughing would show up on the screen, and then the screen would show products that can help to quit smoking. Although this campaign faced criticism and controversy, it surely was something out of the box.
Coca-Cola Small World Machines
Pakistan-India rivalry is a traditional one, but coca-cola and Leo Burnett Chicago & Sydney had other things in mind. The coke machines placed in India and Pakistan worked as a link between the two countries. Using these screens, people could interact with each other. What a heart-winning campaign that was.
Advantages of Signage Advertising
High Customer Exposure
Signage advertising is something hard to ignore or neglect. Signages on highways, buildings, streets, arenas, etc., are seen by a massive number of people. That means a business will definitely have more reach and better chances to convey its message. Moreover, signage advertising allows a brand to reach a variety of customers because it targets the general population.
Any signage representing your business will be there 24/7. It is not like a TV ad which only comes few times a day. Yes, the message may be short, but if your potential customers are reminded regularly about your brand, product, or service, the conversion chances will increase.
Creates Brand Awareness
As mentioned earlier, it is very hard to neglect signage advertising. A billboard on the road is seen by so many people again and again. A catchy and creative billboard sticks to the memories of people. Thus, signage advertising helps businesses to create their brand awareness.
Disadvantages of Signage Advertising
Difficult to stand out
There are so many billboards, banners, and advertising screens in densely populated areas. That means it is very difficult to stand out in a cluster of so many signage ads. Long story short, you have to be very creative to get customer attention.
Another problem with signage advertising is that you generally have very limited space. It is simply impossible to write a detailed ad copy on a billboard. You have to convey your message in the fewest possible words.
Visibility issues are a common drawback of signage advertising. Weather conditions such as fog, rain, snowfall can reduce visibility. Similarly, a low-quality illuminated board is difficult to read at night.