Advertising screens in the window offer powerful, dynamic and engaging advertising space. Thanks to technological innovations and the emergence of new digital signage solutions, they make it possible to attract the attention of the public, strengthen the identity of their brand and animate their point of sale. However, digital signage screens are subject to regulation.
What is a window advertising screen?
A window advertising screen is A digital device, most often of the LED or LCD type, positioned Inside a storefront commercial, and whose aim is to broadcast visual content (images, videos, animations, promotional messages...) for customers, passers-by and potential customers. Unlike traditional, fixed and static advertising panels, these screens offer a real operational flexibility in the management of communication campaigns, allowing instant personalization and updating of messages. Some retailers opt for the window screen in order to announce occasional promotional operations, others prefer to highlight their new products, promote their services or simply strengthen their brand image by distributing institutional content.
Businesses are adopting today omnichannel strategies. They synchronize their digital signage screens with their digital campaigns, connecting these displays to their social networks, customer relationship management (CRM) systems, and other marketing tools. This integration ensures a seamless and seamless experience for the consumer, whether they interact with the brand online or in-store.
Cenareo offers a digital signage solution intuitive and easy to deploy on a screen or a large screen park. A player allows you to connect the screens together for a continuous broadcast of messages, personalized according to the location of the screen or the context (time, weather, etc.).
The regulations in force for advertising screens
In France, outdoor advertising screens are subject to regulations on their location, dimensions and density. On the other hand, advertisements installed indoors (local, shopping center, closed station) are not affected by these regulations.
Climate and Resilience Law 2024: what is changing for digital signage
The Climate and Resilience 2024 law laid down the rules concerning illuminated advertising and illuminated signs inside shop windows via RLPs (article 18).
Now, local elected officials can, in their RLP (Local Advertising Regulation), provide for conditions to be respected for illuminated advertisements and illuminated signs located inside windows or bays of premises for commercial use (only in the case of premises that are not primarily used as an advertising medium and for advertisements that are intended to be visible from a road open to public traffic).
Local elected officials can set extinguishing times and limits in terms of surface area, energy consumption and the prevention of light pollution. These requirements must be respected and will be checked afterwards by the local authorities (no declaration prior to installation is necessary).
As of January 1, 2024, Mayors ensure the role of the advertising police in their territory (whether their municipality is covered by an RLP or not).
According to certain conditions and modalities (transcribed in article L. 5211-9-2 of the General Code of Local Authorities (CGCT)), the powers of the advertising police can be automatically transferred from the mayor to the president of the Public Establishment for Intercommunal Cooperation (EPCI) with its own taxation. This case concerns all EPCI member municipalities competent in matters of local urban planning (PLU) or RLPs, as well as municipalities with less than 3,500 inhabitants (even if EPCIs that are not competent in matters of PLU or RLP). Mayors can oppose this transfer of power under certain conditions (set out in article L. 5211-9-2 of the CGCT and in III of article 17 of the Climate and Resilience Law).
Advertising screens and environmental impact
The rise of window advertising screens invites us to wonder about their environmental impact, in particular on the issue of energy consumption. To master it, it is recommended to opt for LED screens of the latest generation, renowned for their low consumption, as well as Set the brightness according to the ambient light and the opening hours of the store.
In France, the regulations governing illuminated advertising also concern store windows. As such, The extinction of illuminated advertisements between 1 am (or 1 hour after the activity ceases if it is later) and 7 am (or 1 hour before the activity starts if it starts earlier).
Best practices for optimizing a window advertising screen
Choosing the right type of screen
The choice of brightness and screen size plays a fundamental role. The screen must adapt to the configuration of the window, its exposure (to light and passage) and to the viewing distance. A screen that is too small or not very bright could go unnoticed, while a device that is too intrusive may violate regulations or worsen the experience of passers-by.
Create powerful messages and manage delivery
The design of the content broadcast via these screens is just as important. It is appropriate to give priority short, powerful and visually appealing messages, respecting the brand's graphic charter and ensuring the readability of the text.
The attention paid to the frequency and duration of the display of the sequences determines the effectiveness of communication: the aim is to avoid both the saturation of the message and the effect of fatigue. Dynamic content management via dedicated tools, such as the Cenareo solution, not only makes it possible to plan campaigns according to schedules or local events, but also to adapt the display in real time according to the flow of passers-by.
Monetize in-store screens
The installation of digital signage screens is both beneficial for communicating about your brand, but also an opportunity for The traders of Make in-store screens profitable by monetizing their audience and generating additional revenue. Thanks to the ability of digital signage screens to adapt to contextual data (time, visitor profile, weather, etc.), it becomes possible to maximize the relevance and effectiveness of the messages transmitted, thus transforming each sales area into a medium with high added value for retail players.
Case study
Many brands have been able to take advantage of dynamic display in the window to boost their communication. They use these devices to inform, surprise and seduce their customers... and it works!
Geox, for example, has developed a new concept in its stores, integrating, in particular, dynamic display screens in the window that highlight and highlight the brand's products. The brand Afflelou, for its part, used the screens in the windows of its stores to share the various offers and advertising campaigns and thus attract customers, while working on its brand image. Other brands are also relying on the innovation of display screens to stand out. The Orange store in Paris Opera has placed various transparent LED screens that broadcast an animation that passes from one screen to another to animate the window and attract the eye.
Upcoming trends for window advertising screens
Window advertising screens also benefit technological innovations : interactive screens allowing tactile navigation, integration of motion sensors to trigger certain content according to the passage of pedestrians, artificial intelligence to personalize the display according to the profiles of passers-by, integration of augmented reality for immersive experiences reinforcing engagement and interaction...
These approaches promote ultra-personalized communication, immersive, and focused on consumer engagement.
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