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7 Tips for Choosing the Right Advertising Screen

Advertising Screen

Finding the right advertising screen among the variety of options available isn’t easy. And deciding on which one to choose can be a real bummer if you don’t know anything about the required preconditions. Of course for your own business, the selected advertising display should have the best possible requirements to provide perfect display of any kind of your digital content.

It’s about the compatibility with your chosen digital signage software or the application area of your advertising screen for example. But also about the different resolution requirements, the question of esthetics, and many more.

So, which options and features are worth taking a closer look at to create best preconditions for your digital display advertising?

Let’s start with the basic point, that you should consider in order to create dynamic and striking digital ads with the right digital advertising screen. Which, by the way, is also a great point to keep in mind as a basis for any other kind of situation that calls for a decision.

Find the right advertising screen

for your Digital Signage project

with these 7 Tips

#1 Start with a leading question

In the beginning, you should ask yourself a central question.
What are you hoping to accomplish with the installation of your advertising screen?

Making a decision often also means weighing benefits and expectations. In this context, the most important question you should be asking yourself is:
what’s the purpose of my digital signage installation?

What exactly do you want to achieve by installing a digital advertising screen? What kind of experience should your digital signage TV be able to reflect? What will your advertising display be used for and what kind of content will be shown?

Do you want to provide information or entertainment?

Is the advertising screen meant to be an attention-getter?

Is your content rather dynamic (videos or image films)?

Or are you betting on images or texts?

Questions around “Why” or “For what” should be taken into consideration throughout the entire decision making process of your advertising screen installation. Because understanding your main purposes allows you to better answer any follow-up questions. Such relating to price, size or specifications of the digital signage tv (e.g. resolution or software support). Or issues relating to the adjustability of the video display to different technical requirements of devices, connecting parts etc.

This is also somewhat a process of elimination, which will take you to the point where you decide on one advertising screen eventually.

#2 Consider environmental factors of your advertising screen

Depending on which purpose your digital display screen has, it will be installed either inside or outside the premises. Therefore, we have to distinguish between digital outdoor advertising, or Digital Out of Home (DOoH), and Instore advertising (Instore TV) for different monitor requirements.

For outdoor usage you should be aware of specific considerations, since not all advertising displays ensure good readability in daylight.

Panel brightness is a huge decision factor. To display great pictures in ambient light as well, an LED display or LCD display with excellent brightness and the ability to adapt to various conditions (environment adaption) will be a perfect fit. Here is where LED screens (usage of light emitting diode bulbs) and LCD monitors (use cathode fluorescent light bulbs) differ from each other in terms of their backlighting. While LED displays use less power than LCD screens, LCD advertising screens can be sourced for slightly lower costs. Although LEDs are usually the better choice, there’s no need to worry about switching to LED if you happen to already possess an LCD screen or are able to purchase one at a good price. Either way, an LCD advertising screen is as much a great choice as the LED display is.

Matte displays are better for outdoor advertising than glossy ones, since they’re less prone to bright and glaring light.

In order to protect your digital advertising screens from harsh weather conditions, you can either get an outdoor case to put around your device, or buy an LED display or LCD screen rated for outdoor use and thus classified as weatherproof.

#3 Choose the right size for your digital signage TV

This might sound like a simple thing to decide. But in fact, it’s not easy at all to pick the optimal screen size. We’re looking at a vast selection and at negligible differences in the cost-benefit ratio.

But basically, you need to consider the following:

How large or how small of an area you have to put your advertising display screen in and what should the device radiate within that area?

The larger the environment or space in which your advertising screen shall be placed, the more engaging and emotional the effects will be with a larger display. Or even with the deployment of a video wall. However, creating an array of videos with a larger number of small LCD or LED screens instead, or placing a ribbon of video around a wider area, will create movement and make everything seem more dynamic and vivid.
Perfect, if it’s about sports for example.

Another important factor to consider is the viewing distance from which customers will look at the digital advertising display. How great is the distance between your LED advertising or LCD advertising screen and the potential viewer? The viewing distance has direct influence on the perceived quality of the advertising screen and thus as well on the quality of your displayed content.

Depending on the resolution, individual pixels could be visible if the distance towards the LED display screen is too small. You should definitely avoid that.

How that works? By using larger advertising screens or video walls with more inches when you have a longer distance. And equally, by using smaller monitors or LED screens with less inches and a higher resolution when the distance to the viewers is shorter. Bigger video walls (starting at 45” inches) for example are best used at trade shows, in store windows or in conference- and classrooms. Whereas a smaller LED screen or smaller LCD advertising screens are ideal for store shelves, at checkout areas, or in smaller spaces, such as pharmacies or salons.

Depending on what your LCD display screen or LED screen will be used for (advertisements, information or entertainment) and what your content will be (videos or images), will influence screen size and distances further.

Screen Size and Viewing DistanceWhich leads us to the next advice on our list:

#4 Resolution –  Full HD, U-HD or 4K, which one is right?

So, to find the right number and the right density of pixels for the optimal image, the size of the TV is equally as important as the display resolution. You should be aware that not every monitor advertised as HD fulfills the requirements for the newest HD versions. An LED screen can thus be promoted as a newer version for HD. But that doesn’t necessarily mean that the LED display provides all features up to the advertised HD (or supported HDMI) version. So watch out if you find an LED screen and take a closer look at the description.

And not every display screen supporting HD is right for your required HD resolution. For example, a resolution of 720p, or 1024×768 pixel, is great for regular TV broadcast, but it’s not the optimal choice for your digital signage project. As soon as you connect a player to your digital display screen via HDMI, it’s possible to transmit a resolution of 1080p (from regular HDMI version) – and therefore also HD playback. The monitor however can only show resolution it is constructed to show, in this case 720p.

Read more about all the details on HDMI specifications here!

For better image quality and Full-HD support, a resolution of 1080p ist mostly already standard.

However newer versions already support the possibility of a resolution that is 4 times what it used to be, by providing 2160p and 3840×2160 pixel for Ultra-HD or 4096×2160 pixel for 4k resolution. Which is a great resolution for video playing. Still, it’s not wrong to stick to the native resolution when showing your content to achieve optimal playback.

This often happens automatically.

In regards to this aspect you should inquire with the manufacturer when looking for an advertising screen, as not all versions are generally compatible with your chosen media player and therefore not necessarily compatible with your digital signage software.

#5 Check compatibility with your software and player

So, it’s important that all components needed for your advertising project are compatible with each other.

That includes the software that you are using, your digital media player – either as a built-in in the monitor, or as a stick for a plug n’ play version – and of course your digital signage advertising screen. You also have the opportunity to transmit your content wirelessly to your LED or LCD advertising display. However, wireless transmission of content from the source to your advertising screen usually requires additional transmitter and receiver.

Still, the better option comparatively is a plug n’ play media player. As long as your advertising screen, or better yet, your advertising screens, are compatible with your player, you will get the best quality via HDMI-Plugin.

#6 Compare more than just brands

Of course all manufacturers advertise best quality systems. Especially well known brands are often seen as an indicator for a “good product” in itself. But even if you prefer a certain brand, you should keep one thing in mind:

It doesn’t depend on the brand, but on the hardware. Oftentimes different manufactures offer identical hardware, and only the brand name is different.

So, remember: Always compare individual models and their specifications, not just the brands.

#7 Advertising screen – commercial-grade display or consumer-grade device?

There are in fact specific offers for LED and LCD advertising displays for commercial applications. But as well for monitors used in everyday life. Displays that are meant for commercial application usually have advantages in many of the aspects we’ve mentioned.

Among these are particularly aspects such as better brightness settings, longer time of operation, as well as a longer product life span, anti-glare protection for screens, built-in sensors to accommodate light changes and a more professional look.

Depending on the purpose of the digital advertising screen, how many times it’s going to be used and for how long, commercial advertising screens are often more compact and therefore often easier to handle. But again, don’t forget to compare the different models and their different price points, be it in euros € or in dollar $. The price point for purchasing your digital signage TV can be anywhere from 500€ ($) to 5,000€ ($), beginning with an indoor LCD 32” display screen, to an LCD 46” video screen.

How to use your digital advertising screen the right way

So, you have made a first selection or even chosen your LCD or LED display. Now it’s important to get the most out of your display installation, which leads us back to #1 on our list, closing the loop: What’s the purpose of your digital signage installation?

Whatever you want to achieve by using your digital signage advertising screens, the best place to start most efficiently is with a well thought out content strategy! Because no advertisement works better than one that provides its viewers with truly relevant messaging.

So fill your LED display or your LCD screen with image and text that wants to be seen and stays in mind.

Advertisement, information or entertainment? How your content creation will work best, how you should go about creating a strategy and how you successfully get your relevant content onto your monitors, all these questions will be answered here, soon!

For even more information about your advertising screen installation, feel free to reach out to us anytime! We love to help!


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