Outdoor digital signage is often praised as a modern, effective solution for advertising, helping businesses reach customers in high-traffic outdoor areas. While the idea of showcasing dynamic content on vibrant, eye-catching displays sounds ideal, there are numerous challenges that business owners should consider before investing in outdoor digital signage. What often gets overlooked are the hidden costs, logistical hurdles, and technical limitations that can turn this investment into a headache rather than a success.

In this article, we’ll explore the negatives of outdoor digital signage and why it may not always be the best option for businesses looking to expand their advertising reach.

1. High Initial Costs with Uncertain Returns

One of the first obstacles that any business owner faces when considering outdoor digital signage is the high cost of entry. The initial investment required to purchase and install the hardware is steep, especially for large displays in prime locations. On top of that, installation fees, maintenance costs, and regular updates for the system add to the overall expense.

What’s worse is that the returns are far from guaranteed. While many marketers tout outdoor digital signage as an advertising game-changer, the reality is that it often takes years to recoup the initial investment. The profitability of such signage is highly dependent on traffic, weather conditions, and the ability to secure consistent advertising clients—none of which are within the business owner’s control. This means that many businesses end up waiting much longer than expected to see any meaningful ROI from their outdoor digital signage.

2. Vulnerability to Environmental Damage

The very nature of outdoor digital signage means that it must be exposed to the elements. Rain, snow, extreme heat, or even just dust and debris can wreak havoc on these digital displays. Unlike indoor displays, which are kept in controlled environments, outdoor digital signage has to be tough enough to withstand Mother Nature. Unfortunately, despite the best protections, weather conditions can lead to premature wear and tear on the screens, resulting in costly repairs or replacements.

Additionally, displays located in areas with extreme temperature fluctuations are prone to technical failures. In cold weather, screens can freeze or malfunction, while excessive heat can cause the displays to overheat, further reducing their lifespan. Repairing or replacing damaged outdoor digital signage can be expensive, and the frequent need for maintenance detracts from any potential profit the signage might generate.

3. The Continuous Search for Advertisers

While outdoor digital signage provides a platform to showcase dynamic ads, one of the lesser-known challenges is that finding advertisers to fill those slots is far from easy. Unlike online platforms, where advertisers can quickly buy ad space and run campaigns with minimal effort, managing outdoor digital signage requires a constant search for clients.

In many cases, this task becomes a full-time job for business owners or managers. You need to actively seek out advertisers, negotiate contracts, and manage content to keep the signage relevant. If you don’t have a strong pipeline of advertisers, your signage might end up sitting idle for long stretches, costing you more money than it generates.

Moreover, many advertisers are only interested in premium outdoor digital signage setups, such as those with large 55-inch displays in high-traffic areas. If your display doesn’t meet their size or location requirements, it becomes even harder to secure worthwhile ad contracts. As a result, the struggle to find advertisers becomes a never-ending process that can make owning outdoor digital signage a burdensome task.

4. Lack of Control Over Displayed Content

Another major drawback of outdoor digital signage is the lack of control you have over the content being displayed, especially when working with third-party advertisers. Advertisers may dictate exactly what content is shown, leaving you with little to no say over how your signage is used. In some cases, the ads displayed may not align with your business’s values or image, which could confuse or alienate your local audience.

Additionally, since you don’t control the content creation process, you’re reliant on the advertisers to provide high-quality, engaging ads. If their ads are poorly designed or irrelevant to your audience, it can harm the overall perception of your business, making it look like you’re endorsing content that’s out of touch with your customers’ needs. This lack of authority over what appears on your outdoor digital signage can lead to frustration and even damage your brand’s reputation.

5. High Energy Consumption and Operating Costs

Running outdoor digital signage is not only costly from an installation standpoint but also expensive to operate. These digital displays require a constant power supply, and depending on their size, they can consume a significant amount of electricity. Large displays, especially those that are on 24/7, can drive up energy bills, making it another cost that eats into your profits.

While energy-efficient models are available, they often come with a higher price tag, further increasing the upfront investment. Even with energy-saving features, outdoor digital signage will always be more expensive to operate than traditional signage, particularly in locations where the displays need to be bright enough to be visible in direct sunlight. For many small businesses, these ongoing energy costs make outdoor digital signage a less viable advertising solution than it might initially seem.

6. Security Risks and Vandalism

Placing valuable digital displays in outdoor locations inevitably raises concerns about security. Outdoor digital signage is at risk of vandalism or theft, especially in high-traffic urban areas where incidents of damage to public property are more common. Even a minor act of vandalism can cause significant damage to the display, rendering it unusable until costly repairs are made.

In some cases, business owners might be forced to install additional security features like protective casings or surveillance cameras to deter vandalism, but these solutions come with additional expenses. If the display is hacked, it could be used to show inappropriate or offensive content, causing reputational damage to your business and possibly violating local laws regarding public displays.

7. Complicated Software and Maintenance

Managing outdoor digital signage isn’t just about putting up a display and letting it run. It requires a complex software system to manage the ads, schedule them correctly, and troubleshoot any issues. Unfortunately, the software used to control these displays can be difficult to use, especially for business owners who aren’t tech-savvy. If there’s a glitch or problem with the software, it can take hours (or even days) to resolve, leaving the display offline during that time.

The complexity of maintaining outdoor digital signage often requires hiring specialized staff or third-party companies to handle the technical aspects, adding to the overall costs. On top of that, software updates and ongoing maintenance are necessary to keep the signage running smoothly, creating another recurring expense that many business owners don’t anticipate when they first invest in outdoor digital signage.

8. Regulatory and Zoning Issues

Installing outdoor digital signage also comes with a host of regulatory hurdles. Depending on your location, there may be strict zoning laws that limit where digital signage can be installed. Some areas may require special permits, or you may need to adhere to local laws regarding brightness, screen size, or content restrictions. Navigating these regulations can be time-consuming and frustrating, and non-compliance can result in hefty fines.

Additionally, businesses located in residential or historic areas may face even more stringent rules. For instance, outdoor digital signage may not be allowed to feature certain types of content, such as ads for alcohol or adult services, or may be restricted in brightness to avoid disturbing nearby homes. These legal limitations can reduce the effectiveness of your signage, as it may not be allowed to display the types of ads that are most profitable.

9. Most Outdoor Kiosks Are Not Readily Available

Another significant challenge with outdoor digital signage is that most outdoor kiosks are not readily available off the shelf. Unlike indoor displays, which can often be purchased and installed with relative ease, outdoor kiosks typically need to be built custom to meet the specific requirements of the location and use case. This customization process involves working closely with manufacturers to ensure that the kiosk is weatherproof, durable, and equipped with the necessary technology to handle outdoor environments.

However, the custom build process is time-consuming and involves multiple steps. Before the kiosk can even be constructed, it must go through several rounds of approvals, including design checks, compliance with local and international regulations, and engineering reviews to ensure the kiosk meets all safety standards. Each of these stages can add weeks, if not months, to the project timeline.

Once the kiosk is finally approved for production, it often has to be shipped from overseas manufacturers. Shipping delays, particularly in times of international conflict or economic instability, can severely impact the delivery timeline. Disruptions in global supply chains can lead to delays that stretch into months, leaving businesses waiting far longer than anticipated for their outdoor digital signage to be installed. These delays not only affect the launch of your advertising campaigns but also contribute to increased costs as you wait for your investment to arrive.

Team InstaReM 

Working abroad can undoubtedly be one of life’s most rewarding experiences financially, culturally, personally and of course, professionally. But the experience comes with its share of baggage too. Once the excitement of moving to a new country and landing one’s dream job wanes, it finally hits you that you are in a new country and your life has changed 360 degrees. A lot of expats who live, work or study abroad often have to grapple with issues such as culture shock, disenchantment, and uncertainty, not to mention the loneliness that sets in when one is miles away from one’s loved ones. No matter how culturally aware, open-minded or well-prepared, at one point or another, every expat feels lonely in a foreign country, especially if:

• They are not very familiar with the country’s culture, geography, lifestyles or people
• They have moved there on their own without family or a partner
• They don’t have extended family, friends, ex-colleagues, ex-classmates, etc.

The most obvious solution to deal with loneliness is to build and grow your social circle. While it’s easier said than done, we have come up with a few quick tips to help you break the ice and turn your stay abroad a memorable experience.

1. Your Co-Workers Can Be Your Friends – Get To Know Them

If you’re working in a country or city filled with other expats, it’s highly unlikely that you’re the only one struggling with feelings of loneliness and isolation. You will probably find other people in the same boat as you – all you have to do is be open to making new connections.

Get to know your co-workers and see if professional connections can deepen into personal ones. They don’t have to be in the same team or department or have similar work profiles or professional goals as you. Celebrate your differences and be friends anyway.

Here are a few things you can try:

• Participate in discussions near the water cooler or in the cafeteria (be polite and ask for permission before you jump into private conversations though!)
• See if you can spot the ‘social influencers’ in the company and introduce yourself. If you’re shy, ask somebody to do it for you.
• Find a carpool group and ask if you can join it to get to and from work.
• Put up a company-wide bulletin or memo inviting people to get in touch.
• Contribute articles to the company Intranet and provide your contact details.
• Attend the next company party, picnic or off-site and start talking to people you’ve never met before. Don’t wait for introductions!
• Participate in team sports activities at work.
• Invite some of your co-workers to your home for a lunch or dinner party.

Even if you’re shy, try to find things that push you out of your comfort zone.

2. Volunteer Your Time & Be More Active In The Community

Volunteering is a wonderful way to widen your social circle and offers a number of advantages for expats:

• It gives you the opportunity to contribute to the community which will make you feel good (endorphin rush!) and give you a sense of belonging.
• It’s a productive way to do something meaningful with your free time.
• You might meet other like-minded people and expand your personal and professional network.
• Volunteering experience will strengthen your résumé and boost your professional profile as well.

Find volunteering gigs in your city, sign up with the ones that satisfy your interests and goals – animal shelters, halfway houses for abuse victims, orphanages, public libraries, charitable organisations, fundraising events – you can help in endless ways.

3. Find Social Activities That Appeal To You

Almost every city in the world offers opportunities for socialising and meeting new people while also learning new skills. Keep an eye out for such announcements and sign up for the ones that interest you. Public libraries, community activity centres, gyms and swimming pools are great sources of such information.

You don’t have to be familiar with the activities to at least try them out:

• Go salsa dancing –  find a class nearby and find a partner to practice with!
• Can’t swim? Sign up for a beginner’s class and meet other non-swimmers!
• Moved to a new country but can’t speak the language? Join a language class and form a study or conversation group with other learners. Or organise a weekly lunch with your classmates and get to know them better.
• Love the food in your new country but don’t know how to cook it? Join a cookery class or find a local who can teach you, preferably in a group so you can meet others.
• Been thinking about dusting off your old guitar and re-starting lessons? Find a guitar teacher and sign up for a group lesson!
• Attend professional networking events, exchange business cards and follow up with face to face meetings.

Opportunities for meeting new people while learning new skills are all around you. You just have to keep your eyes open!

4. Connect With Expats From Your Home Country

Chances are you might find other expats from your homeland in your new country. They can be a wonderful source of support and friendship when you’re feeling lost and lonely.

Here are a few ideas to build your circle:

• Check if your embassy organises get-togethers to celebrate festivals or special occasions.
• The local worship house or community centre may organise religious or social functions. See if you can attend a few.
• There may be a large group of expats who regularly organise social events. Attend as a guest or find out if you can volunteer or work there part-time.
• Ask people back home if they know someone in your new country and connect with them. Connect with other expats through online forums, blogs, Facebook groups and expat websites and see if you can meet them in person.

5. Meet Expats From Other Countries

The city you move to may comprise expats from all over the world so don’t limit your socialising to expats from your country only.

• Sign up to online social networks like Meetup or Internations and find people you’d like to connect with. Take your online network offline – make the first move and send invites for face to face meetings.
• Look for groups and clubs that bring people with common interests together. Join a hiking club if you’re keen on hiking or exploring nature, discuss the latest bestseller with a reading group, practice early morning Yoga in the park with a group of enthusiastic Yogis or talk about new business ideas with a group of eager entrepreneurs. If such a group doesn’t already exist, start one yourself!
• Facebook has hundreds of city-specific groups for expats. Join a group and ask if they have regular meetings you can be a part of.
• Join a gym and strike up a conversation with someone on the next treadmill or bench press.
• Join the public library and attend a book reading and discussion sessions. This is a great way to connect with like-minded people!

However, keep these few points in mind when meeting strangers for the first time:

• Meet in a public place, at least in the beginning
• Limit your alcohol intake
• Keep someone informed about your whereabouts (a roommate, for example)
• Don’t flaunt your jewellery, devices or money
• Don’t share personal information if it makes you uncomfortable
• You are not interested in follow-up meetings, don’t be afraid to say ‘NO’

That said; don’t let fear hold you back from making meaningful connections that may end up lasting a lifetime. Be prudent, but be open as well.

Before You Go…

Living and working abroad can be one of the most enriching experiences of your life. Still, loneliness can rear its ugly head and affect your life, health and perceptions in unpleasantly dramatic ways, making you unhappy, despondent and even downright miserable.

Assuming that the feeling will simply ‘go away’ may be counterintuitive at best and dangerous at worst. One of the best strategies to combat loneliness is to expand your social network. This way, no matter where you are, you will have created an expat experience that you’ll cherish forever!