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LED Billboards: Outdoor Advertising in the Video Age

Update time: 2012-12-03Views:

LED Billboards: Outdoor Advertising in the Video Age

The Growth of LED
The video or electronic LED billboards, while having been around for several years as a functional animated outdoor media format, is still in its infancy as a developing medium of video message boards for outdoor advertising. As an emerging media system, LED video billboards offer a greater flexibility of use than conventional billboards could ever provide. With high brightness, high resolution LEDS, the conventional billboard has been transformed into the perfect high-tech electronic outdoor display medium. Not only are electronic billboards full color and large format, but they also have many distinct advantages including displaying animation and in effect showing specialized television commercials outdoors. The electronic signs also act as a multiple message provider, where one sign can show a loop of continuous messages. As for changing a sign message, it"s as easy as clicking with a mouse button, rather than sending out a crew to pull down and replace a billboard message.



One of the best features of these electronic signs is the possibility of evolving them into a citywide or regional display-advertising network. Here, a series of connected video screens could provide everything from a broad-based advertising presence (sign messages on continuous video loops) to a very tightly controlled demographic-specific displays tailored to week morning commutes or mid-afternoon shoppers (depending on sign locations) or special weekend sales announcements presented to a Friday evening home commute.

To date, LED video billboards have matured into two specific applications of use (spectaculars and roadside displays) and its third application (multiple signs as a network system) is just beginning to emerge as a viable outdoor advertising format. In its first and most expensive application, LED video billboards appeared as sign components to Times Square and Las Vegas spectaculars. In Times Square you can turn in any direction and come face-to-face with three or four LED video spectaculars all at once. Most prominent is the front (its north face) of One Times Square which is filled up with LED video billboards as are many of its surrounding Times Square buildings with equally overwhelming LED displays including NASDAQ (Smartvision), ABC NEWS (Multimedia, Rancho Cordova, California) or Lehman Brothers (Daktronics - Brookings, South Dakota).

 In Las Vegas, most LED billboards are attached to street side pylons which extend along the Strip upwards of one hundred feet into the air and combine backlit flex face signs with fully lit, full color LED video signs (MGM, Ballegio, Paris, Las Vegas, Bally"s, etc.). The use of these signs however is very specialized as either in Times Square or Las Vegas, it"s one client with one hundred per cent utilization of the sign to promote their brand identity or services rendered and that"s it.



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