Digital billboards

Choose a digital billboard when you want to change messages or run several versions, and a printed panel when one message should be visible all the time. A digital screen is shared with other advertisers in a loop, while a printed panel shows only your poster but needs a new print for every change.

Each message gets a short slot in a loop shared with other advertisers. The operator sets the slot length, the length of the loop and how many advertisers share it, so ask for these figures before planning the frames.

Changing the message by time of day is one of the main strengths of digital screens. You can plan different frames for morning and evening or for weekdays and weekends, and send a new file during the campaign, as long as the operator's scheduling allows it.

That depends on the screen and the operator's rules: some allow animation or video, others accept only still frames. Near roads, motion is often restricted for safety, because moving images can distract drivers.

Each screen has its own requirements, usually still images such as JPG or PNG and, where motion is allowed, video such as MP4. Get the exact pixel size, file size limit and colour settings from the operator before the frames are designed.

As little as possible: a short headline, the brand and one simple next step, such as a name to look up or a place to visit. A long phone number or web address is hard to catch in one passing look, so make it very large or leave it out.

The main factors are the screen's location and traffic, your share of the loop, the time of day, the length of the campaign and the number of screens. Producing several frames or animated versions also adds design work to the total.

At night a screen is much brighter than its surroundings, so operators dim it, and large white areas can still glare. A dark background with light, bold text usually reads better after dark, so ask whether the operator can play a separate night version.

The operator has its own content rules, and municipal rules often limit motion, brightness and certain topics near roads. Requirements differ by municipality and by screen, so check them before the frames go into production.

It can, but one script should lead and the other should be smaller, so the frame still reads in one look. Use a typeface that covers both scripts in the same weight, and test Armenian text at the screen's real pixel size, where fine details can blur.

Screens are run and maintained by their operator, so outages are covered by the operator's terms. Before booking, ask how faults are reported, how soon a screen is repaired and whether missed plays are made up.

CONTURA talks through your goal, your message and the kind of screen you have in mind, then explains what to prepare for the frames. Screen availability, slots and file rules come from the screen operator and are confirmed with them.