Signs of the Times - July 2013 - (Page 30)
THE MOVING MESSAGE
By Bob Klausmeier
Digital-display consultant Bob Klausmeier brings 34 years of
firsthand, professional experience to all digital-sign markets.
You can reach him at email@example.com.
Know the Value of Your Advertising Space
You could be amazed at what a few seconds is worth.
If your electronic digital display is adjacent to a stoplight,
has high resolution, stands in a high-income area and
along the approach to a high-end shopping mall, you
could have a valuable opportunity. If your digital display
is in New York, Los Angeles or any area where advertising
rates are exorbitant, you may be shocked at what a
client will pay for ancillary advertising space…
I believe the savvy owner ofcenter. In almost all sign
a dynamic digital
should also see it as a profit
if the sign has value as on-premise advertising, there’s
an opportunity to expand that value through thirdparty ad sales and co-op revenue from products sold
on site. I’ve previously written about sharing on-premise,
digital-display time with supplementary advertisers who
want the exposure opportunity, but here I’m covering
how to value and price such ancillary advertising.
Sharing digital-display time can add income, but
offering a shared advertising program at the right price
is essential to your success.
Multiple factors impact any such valuation. All are
important and must be considered before ad sales are
proposed. The following discussion explores these
variables and how they affect the valuation of digitalmedia advertising.
Audience size – Most important is the number of
people exposed to the advertising. For most locations,
the audience comprises motorists who pass a sign on a
given day, i.e., the traffic count. If the road is a state or
federal highway, the state DOT probably has such a
count. If it’s a city street, a municipal-DOT measurement
system is likely in place. Many DOT offices publish
Ocean Outdoor’s (London) dynamic, double-face sign’s four,
10-second ads catch sidewalk and vehicle trafﬁc.
30 SIGNS OF THE TIMES / JULY 2013 / www.signweb.com
their information online.
However, the traffic count only provides the number
of cars passing the site. In typical advertising applications,
ad-space sellers multiply the traffic count by a factor of
1.35 (which approximates the average number of adults
per vehicle). The sum represents the potential number
of viewers per day.
Viewing distance – You’d think this only measures
distance, but the actual numbers you seek are both
time and distance. You want to know how many
seconds the display is visible to the average passerby
and from what distance. You need to determine the
approximate observation distance and the time
required to drive it – from both sides of the display.
Begin at the closest point from which you can read
the display and, at the speed limit, drive to the last
point at which you can still recognize the image. Use
your vehicle’s odometer and a stopwatch to record the
experience in both miles and time.
For example, your report might say the display is
readable for 7/10 of a mile during an 18-second viewing
interval. Compare this figure against your competitors’
proximity signs to help establish value.
In all cases, the numbers will be somewhat subjective,
given that no two people have the same eyesight or
driving habits. Also, the presence of a traffic light in
the viewing range can positively (and exponentially)
skew the viewing time.
Physical size of the image – Size is the most overlooked,
but important, aspect of a valuation, relative to your
price and value estimation. Certainly, it impacted choosing
the installed display, because local sign regulations have
established limits for the display’s size and setback. In
most cases, the maximum size for on-premise displays
is dramatically lower than for third-party advertising
structures, such as billboards. However, that disadvantage
is reversed if the on-premise display is located closer
to the street.
A 14 x 48-ft. billboard is of no greater advertising value
than a 10 x 20-ft. sign, if the billboard was installed at a
markedly greater distance from the viewing traffic.
Digital-display aspect ratio – the best display’s visual
area is twice the length of the height, to give advertisers
flexibility when creating ad images.
Display pixel pitch – Most third-party, LED-lamped
advertising displays’ vertical lamp-group comprises 160
RGB pixels; the recommended minimum is at least 144
RGB pixels. The number of pixels determines the image
clarity. For example, a 10 x 20-ft., 20mm, pixel-pitch
display’s overall resolution is 41,472 pixels. A same-size
display, equipped with a 16mm pitch, will comprise
Table of Contents for the Digital Edition of Signs of the Times - July 2013
Signs of the Times - July 2013
The Moving Message
Vehicle Graphics Contest Entry Form
Public Displays of Affection
Electric-Sign Company 1 on 1’s
Screenprinting for Signmakers
A Century of Going Places
Signs of the Times - July 2013