Effective communication in cities: OWEXX LED outdoor screen network

Today's biggest advertising challenge is earning the audience's attention. That is why businesses are looking for advertising channels that help them stand out, build visibility and strengthen brand awareness over time.

Outdoor screens in cities: an advertising channel for visible communication

Outdoor screens in cities reach audiences where they spend time: on main city streets and intersections, in traffic jams, near shopping and business centres. Outdoor screens that blend organically into the modern urban landscape and become part of it:
• are perfectly visible; the backdrop for advertising is not information noise but the city;
• ensure that the ad cannot be skipped or turned off;
• reach various audience segments, so they can be adapted to different campaigns;
• deliver a high-quality, memorable advertising image;
• are a medium that has earned consumer trust, creating the impression of a premium message;
• ad visibility, unlike, for example, social networks, does not depend on algorithms – the message is seen in the city; where the audience spends time.

According to the Out of Home Advertising Association of America and The Harris Poll (2024), digital out-of-home advertising is viewed favourably by consumers – as many as 73% rate ads in this channel positively. And 76% of consumers say they have taken some specific action after seeing an ad:
• watched video content (38%);
• visited the advertised restaurant (36%);
• purchased a product in a store (30%);
• passed information on to others (30%);
• visited a physical store (29%).

According to the same study, 30% of consumers notice messages in digital out-of-home channels that direct them to product or service sales locations; 51% of those who have seen such messages visit the advertised location, and of those – as many as 93% purchase a product or service.

It is important to emphasise that the aspect of favourable channel evaluation deserves special attention – it has been established that there is a 90% correlation between the media that consumers view favourably and the media they notice more and pay attention to (Kantar Media Reactions 2023).

In such an advertising channel, it is effective to build a positive business image, increase brand awareness and create market recognition.

Strong advertising campaigns in a trusted advertising channel

The choice of advertising channel also depends on business goals – in some cases the main goal is to increase brand awareness, in others – to drive sales or direct potential customers to physical points of sale, etc. In practice, these goals often complement each other and can be achieved in parallel.

Digital out-of-home advertising can serve different campaign goals. Advertising on outdoor screens works effectively alongside other advertising channels, such as radio, television, social media advertising, advertising on public transport or in various institutions. The importance and impression of a message seen in one medium is reinforced by communication in another advertising channel – especially when it is a trusted medium such as outdoor screens.

Research also shows a strong link between digital out-of-home advertising and mobile device use (Out of Home Advertising Association of America, The Harris Poll, 2024). As many as 74% of mobile device users who took part in the study said that, after recently seeing an ad in this channel, they took some related action on their phone: searched for information about the brand online (44%), visited the company's website (38%) or social networks (30%).

This shows that digital out-of-home advertising often becomes the first contact between the consumer and the brand's communication, which encourages the audience to continue getting to know the advertised products or services and brings the consumer closer to a purchase decision.

OWEXX: the largest supply of LED outdoor screens in Lithuania and the Baltic states

The OWEXX network offers the largest selection of LED outdoor screens in Lithuania and the Baltic states. A wide outdoor screen network means for businesses not only more advertising spaces but also more flexibility in planning campaigns, opportunities to reach different audiences and other benefits:
• one reliable partner for campaigns across the country or the entire region;
• opportunities for local, national or international campaigns on outdoor screens;
• a wide selection of LED outdoor screens lets you choose targeted locations based on audience and campaign goals;
• the ability to rapidly scale up a planned campaign;
• consistent brand communication, increasing visibility and recognition at your chosen scale;
• fast and flexible campaign management – quickly updated content and an optimal broadcast schedule aligned with your goals;
• comprehensive advertising solutions – when needed, ad layout and clip creation plus campaign execution from idea to result;
• innovative and unique solutions that create exceptional advertising opportunities, such as tri-fold curved screens capable of broadcasting ads at a 360-degree angle.

When running campaigns of any scale on outdoor screens, their locations, the wide choice across different points, image quality and professional campaign planning all matter greatly. Experience, quality, creativity and professionalism – precisely this combination that helps achieve optimal advertising visibility – is what OWEXX offers.

Now is an especially favourable time for an outdoor screen advertising campaign, as the OWEXX summer promotion for ad broadcasts on outdoor screens in Lithuania is still running.

More information about the OWEXX LED outdoor screen network https://www.owexx.com/reklama-ekranuose/