Last week I was talking with one of our Customers (who is now also a good friend) about the advertising clips broadcasted on LED giant screens. I was giving my opinion and he was providing with his first-hand experience about the most common objections that a "Digital Advertising Company" gets from its Customers.

Basically, we were saying, one of the most common objections you get when you are selling your advertising spaces on the LED giant screen is that after a while (usually 2/3 years) the LED giant screen gets integral part of the environment and you do not notice it anymore.

This objection make perfect sense: the initial excitement for the new high-tech installation, will allow you to enjoy high profits the first year. But the LED giant screen might become invisible to the audience after a few months if you persist to continuously broadcast advertising ONLY. Why? Because like any human being, your viewers will loose interest if there is not a TANGIBLE and IMMEDIATE benefit for them.

So how can you respond, or better anticipate and avoid such objection? For example you could invest part of yours advertising spaces to provide a truly useful public service to your audience. You could broadcast traffic information, weather forecast, local time, date and temperature, list of the current or future events in the City, quote of the day etc...

In this way you give your viewers a good reason to watch your LED giant screen everyday. In my opinion you should reserve about the 25% of your advertising time to such type of public information in order to make it look a REAL service and not just a random information given every now and then.

Now, I know this means extra work for you or your graphic designer and virtually reduce the number of Customers you could host on your LED giant screen... but I think there are two important considerations that you should make. First, the extra work is an investment that will keep your LED giant screen attractive to your Customers for a longer period of time. Second, by explaining to your Customers how you catch viewers' attention and how they can benefit from it, you might be able to charge more for the advertising on the LED giant screen!

I know some of you will not like the idea, because it means that you have to put even more effort and commitment in your business, seek for better workers, make further investments. I know that excellence costs... but the key point is that, on the long run, only EXCELLENT business survive. And the LED giant screen industry is not an exception.