Effective communication in cities: “Owexx” LED outdoor screen network

Outdoor screens in cities: an advertising channel for visible communication

Outdoor screens in cities reach the audience where they spend their time: on main city streets and intersections, in traffic jams, near shopping and business centers. Outdoor screens that organically blend into the modern urban landscape and become part of it:

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• are clearly visible; the background for the advertisement is not informational noise, but the city;
• ensure that the advertisement cannot be missed or turned off;
• reach various audience segments, so they can be adapted to different campaigns;
• ensure a high-quality, memorable advertising image;
• are a media trusted by consumers, creating a premium message impression;
• advertising visibility, unlike, for example, social networks, does not depend on algorithms – the message is visible in the city; where the audience spends time.

According to data from the “Out of Home Advertising Association of America” and “The Harris Poll” (2024), digital advertising out of home is favorably viewed by consumers – as many as 73% rate advertisements in this channel positively. And 76% of consumers say they took some specific actions after seeing the advertisement:

• watched video content (38%);
• visited the advertised restaurant (36%);
• purchased a product in a store (30%);
• passed information to others (30%);
• visited a physical store (29%).

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

It is important to emphasize that the aspect of favorable evaluation of the advertising channel is especially noteworthy – it has been found that there is a 90% correlation between the media that consumers view favorably and the one they notice more and pay attention to (“Kantar Media Reactions 2023”).

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

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 boost sales or direct potential customers to physical retail locations, etc. In practice, these goals often complement each other and are implemented simultaneously.

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

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

This shows that digital out-of-home advertising often becomes the first contact between the user and the brand communication, encouraging the audience to continue getting acquainted with the advertised products or services and bringing the consumer closer to the purchase decision.

“Owexx”: the largest LED outdoor screen offering in Lithuania and the Baltic countries

The “Owexx” network offers the largest selection of LED outdoor screens in Lithuania and the Baltic countries. A wide network of outdoor screens for business means not only more advertising spots but also more flexibility in planning campaigns, opportunities to reach different audiences, and other benefits:

• one reliable partner for country-wide or regional campaigns;

• opportunities for local, national, or international campaigns on outdoor screens;
• a wide selection of LED outdoor screens allows choosing target points based on the audience and campaign goals;
• the ability to quickly expand the scale of a planned campaign;
• consistent brand communication, increasing visibility and recognition at the chosen scale;
• operational and flexible campaign management – quickly updated content and optimal broadcast schedule according to planned goals;
• comprehensive advertising solutions – if needed, creation of advertising layouts, clips, and campaign implementation from idea to result;
• innovative and unique solutions that help create exceptional advertising opportunities, such as triple-curved design screens capable of broadcasting advertising at a 360-degree angle.

When implementing campaigns of various scales on outdoor screens, their location, wide selection at different points, image quality, and professional campaign planning are of great importance. Experience, quality, creativity, and professionalism – this is the combination that helps achieve optimal advertising visibility, offered by “Owexx”.

Now is a very favorable time for an advertising campaign on outdoor screens, as the “Owexx” summer promotion for advertising broadcasts on outdoor screens in Lithuania is still ongoing.

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More information about the “Owexx” LED outdoor screen network here.