Outdoor screens and their effectiveness: innovative and high-quality advertising

Outdoor advertising is not losing its popularity – it is an effective advertising medium that consumers view favourably. This time OWEXX, which has been operating in the market for two decades, presents its outdoor screen network, made up of high-quality LED screens strategically installed in ten Lithuanian cities and in Riga.

Outdoor screens – an integral part of the city

The OWEXX outdoor screen network is a unique and powerful advertising medium for spreading a brand's message to a wide audience. Fifty high-quality LED screens, positioned in locations that guarantee high audience visibility, create advertising opportunities capable of delivering impressive results.

This advertising medium is suitable for achieving a variety of campaign results – from raising brand awareness to launching an entirely new product or service on the market. LED outdoor screens are part of a long-term advertising strategy. The information shown on them is broadcast daily, making it far more memorable. This form of advertising is especially well suited to building a connection with the consumer and trust in the brand.

LED screens are one of the hallmarks of a big city. They blend into the urban landscape and become an integral part of busy streets and intersections, squares, stations, and shopping and leisure centres. And sometimes they merge so organically with a building's façade that they look like part of its architecture.

A great example is outdoor screens in locations with various shopping and entertainment centres and business centres, alongside large intersections with heavy traffic. When a new LED outdoor screen is installed, consideration is given not only to whether it will be clearly visible to consumers, but also to how it will blend into the local landscape and whether it will become a "foreign body". A great example of an attention-grabbing LED screen that blends organically into its surroundings could be the "Senamiestis / Centras" screen installed in Kaunas in 2023. It stands at a high-traffic intersection – by the Vytautas the Great Bridge, next to the old town of the temporary capital, alongside commercial buildings and a car park, with the seasonally changing natural scenery of Aleksotas Hill providing a backdrop for bright, eye-catching ads. A screen of this size and brightness, installed in a perfectly suited location, attracts attention without being annoying, does not look like a foreign object in the harmonious urban landscape, and contributes to the creation of urban culture. And this is just one of the many thoughtfully installed outdoor screens that the OWEXX outdoor screen network can offer.

Let's recall what Times Square in New York looks like. The square has become the face of the metropolis and attracts huge flows of travellers from all over the world. LED screens are an integral part of this tourist attraction, and buying airtime on them is a matter of prestige. The average size of the square's LED screens is larger than the average apartment in New York! The ads broadcast on these screens are seen by millions of people, they generate huge profits, and they are a perfect example of how outdoor advertising "earns" its place in the city and becomes an attractive rather than an annoying object. We cannot imagine Las Vegas without outdoor screens either, and in Europe the best example of LED screens as an integral part of the urban landscape would most likely be Piccadilly Circus in London.

Yes, there is no "escaping" outdoor advertising, and given its effectiveness and the favourable consumer response it receives, it is likely only to increase. However, outdoor screens installed in the right places do not "invade" the consumer's personal space and complement rather than radically change the look of a location.

Why choose advertising on outdoor screens?

Outdoor screens are associated not only with quality and advertising effectiveness, but also with responsibility. This can be linked both to the locations where the screens are installed and to their high visibility – information broadcast to a wide audience and seen every day must be accurate and reliable. What's more, consumer expectations of companies are growing – they demand responsibility, openness and values. This, of course, applies to all advertising and all brands, but it is clear that information seen daily over a long period – as is the case with advertising on outdoor screens – will be even more noticed and evaluated.

A study by the outdoor advertising company "Posterscope" revealed that after the pandemic, as many as 70% of respondents felt a stronger emotional connection with their (non-home) environment. As consumer attentiveness grows, so does sensitivity and, at the same time, receptiveness to outdoor advertising, which means a responsibly and purposefully delivered message can yield highly effective results. According to "Magna Global", outdoor advertising engages as many as 55% of consumers, and according to a 2020 survey by the agency "Statista", 35% of respondents said that after seeing an outdoor ad they sought more information about the advertised brand. This testifies not only to companies' responsibility towards consumers but also to the benefit – advertising on screens can help build a trustworthy brand image.

Even the very choice of LED screen can become part of a company's message and advertising campaign. For example, by choosing an outdoor screen that uses solar-generated electricity for its broadcasts, the message conveyed is about the responsible and sustainable choices of the company purchasing the advertising. The OWEXX outdoor screen network, which values both innovative and sustainable solutions, can offer three such outdoor screens – the screen "Didžiausia sankryža" in Šiauliai (at the intersection of Dubijos and Žemaitės streets) and the screens "Baltijos prospektas" (at the junction of Baltijos pr. and Minijos g.) and "Šilutės plentas" (at the intersection of Šilutės pl. and Statybininkų pr.) in Klaipėda.

LED outdoor screens – in strategically selected locations

When installing LED screens, consideration is given both to the specifics of the location and the flow of vehicles and pedestrians there, as well as to the visibility of the outdoor screen. LED outdoor screens in cities are installed in high-traffic areas, at major intersections, on main streets, near railway or bus stations, shopping and entertainment centres or along the way to them, on the facades of entertainment arenas, on the way to various popular attractions (for example, towards Naujoji perkėla in Klaipėda or Kaunas Old Town) or at city entrances. Consideration is given to the objects around the screen, how the screen will blend into the overall environmental image, how it will shape the image of the street, square or district, and what objects are being built and will rise in the future.

The LED screen in Šiauliai "Didžiausia sankryža" is not only sustainable – it uses solar-generated electricity – but is also installed at the city's largest intersection, made up of as many as 14 traffic lanes – at the junction of Dubijos and Žemaitės streets. The LED screen installed in Marijampolė also stands on one of the city's main arteries – at the intersection of V. Kudirkos and Gedimino streets, where a large part of the city's car traffic from the main Kauno street converges, moving from and towards the suburbs and the city centre. Those driving towards Kaunas Old Town across the Vytauto Didžiojo bridge will not miss the advertising broadcast on the screen "Centras / Senamiestis" installed at the intersection of Veiverių and H. and O. Minkovskių streets. The largest LED screen in the Baltic States on the facade of the "Žalgirio" arena in Kaunas, the outdoor screen at the junction of Baltijos pr. and Minijos g. on the way to Naujoji perkėla, or the LED screens "Ukmergės" and "Pašilaičiai", which have the highest average number of contacts per week (as many as 503,000) in the screen network – these are just a few examples, and the choice of where and how to present your advertised product or service is truly vast. The OWEXX outdoor screen network can offer high-quality LED screens in Vilnius, Kaunas, Klaipėda, Šiauliai, Marijampolė, Mažeikiai, Alytus, Joniškis, Trakai, Anykščiai and even a choice of more than twenty outdoor screens in Riga.

OWEXX, with its long-standing experience, cares deeply about quality and meeting client expectations. Every day, work is carried out responsibly so that actions uphold the motto – easy to trust. OWEXX – easy to trust when professionals are at work.