When we talk about digital advertising, we can’t help but think of the ads that invade mobile device navigation. However, digital outdoor advertising moves away from this concept and integrates into the urban landscape as an element that captures the full attention of passersby.
In the past, it was billboards that surprised with their creativity and served as a distraction during traffic light breaks, but in the 21st century, large-format screens have become the undisputed protagonists.
With the advantage of offering brands possibilities never before imagined, combining mass reach with dynamic content to more easily connect with their target audience, especially young people who have grown up with a screen in hand.
Madrid is one of the European capitals that is successfully experimenting with this trend, which we spontaneously associate with New York, Tokyo, Seoul, Hong Kong, London, Dubai, Los Angeles, Bangkok, or Las Vegas.
But what are the best locations for these spectacular screens, and what advantages make them irresistible? Let’s take a deep dive into this topic.
WHY DO WE LIKE LARGE-FORMAT SCREENS?
Large-format screens are high-resolution LED devices strategically located in areas with high pedestrian and vehicular traffic.
These advertising displays typically exceed 20 square meters, allowing content to be viewed from long distances with exceptional quality and clarity. This is why the location and orientation of the screens are crucial for their success.
Their state-of-the-art LED technology ensures the clarity and contrast of advertising messages, whether in bright sunlight or at nightfall.
This feature allows them to overcome the limitations of traditional outdoor advertising and maintain their visual impact during the hours when the city is most active.
They capture the attention of the earliest pedestrians and drivers on their way to work, as well as during rush hours and on the way home at dusk, maximizing the return on advertising investment.
STRATEGIC LOCATIONS IN MADRID’S ACCESS POINTS
Since the value of large-format screens largely lies in their location, the most effective ones are those situated at the main entry and exit points to Madrid, where almost 50% of Madrid’s population lives.
In this regard, the Urban Led large-format digital screens are the perfect showcase:
- Plaza de Castilla, at the northern entrance to Madrid, leading to the Castellana axis, Spain’s most important business district.
- Príncipe Pío, the western entrance to Madrid, providing access from some of the most populated areas of the community.
- Avenida de América, the eastern entrance to Madrid, coming from the Barcelona highway and Madrid’s airport.
With unrivaled effectiveness and millions of weekly viewers, these large-format digital screens, located on the facades of interchanges, reach public transport users and thousands of vehicles commuting in and out of Madrid.
ADVANTAGES OF LARGE-FORMAT DIGITAL OUTDOOR ADVERTISING
DOOH (digital out-of-home) presents unique benefits due to the combination of the advantages of digital formats with the massive visibility and prominence of the giant new outdoor screens.
1. Flexibility and dynamism of content
Unlike traditional static media, large-format digital screens allow outdoor ads to be changed instantly, remotely, and on a schedule. This capability offers vast possibilities:
- Time-based adaptation: Displaying different messages depending on the time of day, or specific campaigns for weekends or holidays.
- Audience segmentation: Reaching different audience profiles based on their mobility and consumption habits. The Big Data accumulated by measurement systems allows for the prediction of these profiles.
- Integration with mobile campaigns: Possibility to include QR codes and encourage interactivity.
- Real-time updates: Modifying offers or promotions instantly, via programmatic buying, or based on events, such as congratulating sports teams after winning a championship.
- Dynamic content: Incorporating videos, animations, and visual effects. This allows complex messages to be conveyed and capture full attention, unlike traditional billboard ads.
2. Visual impact and brand recall
The high brightness, contrast, and resolution of large-format LED screens guarantee a visual impact far superior to other advertising media.
A study by IAB Spain highlighted that 78% of users increased their brand retention after being exposed to digital outdoor screens (digital signage). Another study by IAB Spain revealed that 74.9% of users perceived DOOH advertising as more impactful than traditional static ads, and 68.8% considered it more creative.
3. Sustainability and energy efficiency
The latest generation of outdoor LED screens incorporates low-energy technologies that significantly reduce the carbon footprint.
These digital displays can use up to 40% less energy than older models, contributing to more sustainable and environmentally responsible advertising.
In the mentioned Urban Led circuit, from Clece OOH, all screens are powered by 100% renewable energy and have numerous quality and sustainability certifications backing this commitment.
To conclude, and trying to summarize this topic in a few words, large-format screens in Madrid, LED outdoor ads, and advertising in Madrid’s nerve centers create the perfect ecosystem for brands that adopt these innovations and develop these digital outdoor advertising strategies in Madrid to be better positioned to stand out in an increasingly competitive market.
