WHICH DISPLAY WORKS BEST?
There are many factors to consider when selecting an LED Display. Considering these factors in your decision making process will make your LED Display purchase worthwhile. Here are a few factors to consider:
Traffic Pattern and Road Size
Things to consider:
Number of vehicles passing by your display (vehicle count) - (for higher vehicle count sites, consider using a tri or full color ImageSTAR or VideoSTAR display to sell third party advertising) Traffic lights presence in the proximity of the display and the RED light duration (If there is a traffic light, you may be able to display more information at a faster rate) Speed zone or the traffic speed (refer to chart for speed vs. Text size) Size of the road, the two lane, lane 4, etc. (Larger displays mounted at a higher distant from the road are preferred for 4 or higher lanes)
Sign Location and Height
Things to consider:
Location where you will install the display, wall mount, post mount,
Display direction, North, South, East, West
Vertical Distance from Display center to road
Bends or curves vs. Straight road
Single, Tri, or Full Color options
Number of Message Lines That You Want to Display at One Time
Things to consider: Number of vehicles passing by your display (vehicle count) Traffic lights presence in the proximity of the display and the RED light duration
Speed zone or the traffic speed. Size of the road, one lane, lane 2, etc. Distance of Display from your audience. Text animation effects, Ex. Still text vs. Scrolling, or blinking text, etc. Resolution of Display, How many lines of text can it show? What is the display matrix? (Normally, you will need a minimum of 7 to 8 pixels high to display a text character.)
Communication Methods
There are many Communication options available, but here are things to consider:
Do you have existing data cables or DSL / Cable modem access at the LED Display site (depending of the display type and capability, you will need serial or Ethernet cables; the wired method is the preferred methods of communication due to stability and speed of transmission) Is the display near the host computer (For transmission limitation using different communication methods pleases check here.) For wireless data communication only; do you have any interference inside or outside of the location where you're transmitting wireless data to the display (Building structure, and other wireless devices, cell towers, etc produce Does your display require remote access via the internet? Do you have internet access at the site? (Most site have either DSL or Cable modem access, however for locations where these services are not available, and Internet access via dish network is possible)
Other tidbits
As a general rule of thumb, one inch character is viewable from up to 50 feet away. For example, a sign with 4 "high text is viewable from 200 feet away. When you add other factors such as spectators' speed, other factors such as the duration of graphics or text display become important. A driver in a 35mph speed zone will have less time to read a message than someone walking on a side walk. When you group messages together, you need to consider how to time the group to have the most impact. For example, your special of the day "Shoes, buy one get one FREE! 'message needs about 3 to 4 seconds to be displayed effectively. Zoning and by-laws regulation on LED displays. Even though the LED displays are becoming more popular, there are some localities that have not adhered to the usage of LED displays, so please check with your local government regarding sign permits and particular ordinances. We offer popular sizes of LED displays, however if there is a size that you are considering and it is not available in our popular selections, please contact a member of our sales staff to inquire about the availability or delivery schedule.
Light-emitting diode (LED) technology has been in development since 1976. At first, LEDs only appeared in the form of red or amber messages in a black field. By the 1980s, it had evolved into three-colors providing red or amber, yellow, green, or any combination of the three. LED technology has improved dramatically in the past decade as new substrates and manufacturing techniques have been develop to increase light output and reduce LED degradation. This new generation of LEDs known as high-brightness LEDs, have allowed the introduction of first true color LEDs that proved the technology was suitable for video wall monitors. Today's LEDs provide exceptional high resolution, are energy-efficient and long lasting. High-brightness LED usage has become more prevalent in many aspects of our everyday life. Some common uses are in commercial vehicle taillights, in your mouse, in flashlights, cell phones, traffic lights, toys, video displays and yes, signs.Due to the above-mentioned technological advances in the LED lights, the sign industry is going through an evolution from the traditional static print or neon signs into more dynamic and versatile electronic signs displays. Electronic message centers (EMCs) are at the forefront of this breakthrough. EMCs are programmable electronic visual communication devices capable of storing and displaying multiple messages in dozens of formats and at varying intervals. EMC has a matrix of LEDs which are turned on or off in computer controlled sequences to produce an array of displays, from lines of text to full motion video on a message board. EMCs can be any one of the three primary types of signs (building-mounted, freestanding or interior). The last few decades have witnessed simultaneous revolutions in lighting and computer technology. This rapidly developing technology has made it possible for even a small business with a simple message unit to produce high-impact changeable copy video/graphic displays.
Advantages of EMC vs. traditional print displays
Electronic message centers (EMCs) are springing up all over the world and they will continue to grow in popularity into the future due to their low energy consumption, low maintenance and their flexibility to be tailor to any market application. Due to its long life span and low energy consumption in comparison to neon, fiber optic and incandescent lights, LEDs signs can benefit the business owner in both energy and maintenance costs. A LED sign uses relatively 90% less energy compared to incandescent display, 80% less energy compared to a neon display and 70% less energy compared to fiber optic EG. In an outdoor environment, a durable sign lamp can last around 5,000 hours compared to an LED that can last up to 100000 hours, before it starts to fail by dimming over time, rather than the abrupt burnout of incandescent bulbs. (Data collected from visual identity solutions, Inc.)The ability to send messages to the board remotely or wireless is another selling feature for the message centers. This saves the sign owner on costly maintenance and up keeping of the sign. The message centers are flexible and versatile displays, which provide the customers with the ability to control their signs. Unlike the traditional displays, EMC can receive and store variable messages such as advertisements, social and community events, time and temperature, image and full color video displays.The programmable controller onboard of the message centre allows the user to schedule messages appearing on the display throughout the day or week to suit the demographics of the people passing by. This gives the business owner the flexibility to advertise certain products or services at different times of the day or provide other items of public interest in a manner quickly and easily read by those passing by at any given time. Consequently, the effectiveness of an electronic message center is not limited by the space or surface area constraints that hamper business communication on traditional displays.What you need to know before you buy a LED message center. The electronic message display rapidly becoming a landmark in a business local community, because it offers a valuable public service to the entire community by displaying, public service information, civic events, time and temperature. Passing viewers often look forward to reading clever new messages, and may even come to rely upon the message service in some settings. However, most importantly to the business owner, the passing viewer will remember what the business is and where the business is located. Small businesses are quickly realizing the advertising power these dynamic visual communication devices are having as most people in a community look at the signs frequently and rely on them for information.
Price $$$$$$
First it should be determine how much will be spent overall on marketing and advertising for a business. It is not uncommon for a business that is already using a variety of media advertising without an electronic message center to divert some of those advertising dollars to an investment in one of these displays, greatly increasing exposure, business volume and customer acquisition - all without spending any additional revenue. Best of all, these new message centers can be purchased for much less than their predecessors. Even small and medium-sized companies are finding an investment in a changeable electronic sign is worthwhile. Technological advancements are occurring so rapidly that a greater variety of these signs is within financial reach, offering the small business a tremendous on-site advertising tool that ties the advertised product directly to the location where it can be purchased. The Price of a message board varies depending on the size, color and number of pixels a sign has. Who does not think bigger is better? However, the decision on a correct signage for your facility should be based on quality, cost effectiveness and your ability to interact with passersby. While shopping, you will be presented with many variations and features, such as the ones listed below. Comparing PricesMake sure you compare apples to apples by putting size and type of LED side by side. Once you have the LED size, find out how many LEDs are in each pixel and multiply by the number of rows of pixels high. Next, multiply by the number of pixels wide For example, if you are comparing two signs that are eight-rows high and 64 long, but one has three LEDs per pixel (tri-color) at a price of $8,000, and a second has six LEDs per pixel (full-color) at a price of $11,000, you would calculate as follows.
Sign 1
3 LEDs x 8 rows x 64 columns = 1,536 LEDs
$8,000 divided by 1,536 LEDs = $5.20 per LED
Sign 2
6 LEDs x 8 rows x 64 columns = 3,072 LEDs
$11,000 divided by 3,072 LEDs = $3.58 per LED
The math indicates the larger, higher-priced sign is actually the least expensive, more powerful option.Pixels and Display Pixels are one dot on the sign whether it is a single LED or a group of LEDs clustered together to produce a single dot. Pitch is the distance center to center of each pixel. The pitch sets the resolution. The closer together the pixels are, the higher the resolution.LEDs are produced in a variety of sizes and shapes. Size may indicate the brightness of the display but check brightness ratings. LED shapes control the viewing angle of the display. Some only have effective viewing angles of 40 degrees while others can be viewed in excess of 70 degrees. LED shape contributes to the viewing distance at which the message can be red. LED signs come in a variety of height- and width-size ratios. A sign is made up of modules, which can be stacked up one on top of the other and next to each other to make up the desired sign. A wider sign allows larger words, while a sign shaped similar to a TV is more appropriate for video graphics. This ratio also controls how many characters can come and go on the sign at one time. This is a key point to consider for future sign applications.
Color
Monochrome signs are single color, usually red or amber, produced in array or line technology. Array signs allow messages to cross-large areas of the sign; line technology signs display one or more lines of copy, limited by minimum and maximum line heights. For example, if your display is a one-line 10-inch copy sign, it can only display one line of 10-inch tall copy. However, if yours is a two-line 10-inch sign, it will display two lines of 10-inch text, or one line of 23-inch text. Line displays are available in a myriad of LEDs per pixel combinations, but have limited graphics capabilities.Color RGB 32K (red/green/blue) signs are a less-expensive solution, but they do not have the punch or resolution best for outdoor light penetration. Monochrome gray scale with tighter resolution tends to be a better economic choice. Color RGB 64K (red/green/blue) signs are the real entry point into color technology. They run quality graphics and endure sun exposure. The price reflects its quality and market position. Color 16.7 Million (red/green/blue) technology is commonly seen on the Las Vegas Strip or professional and college sports arenas. They have a price tag to match. As far as graphics are concerned, they are like watching a TV.
Time and Temperature
Time and temperature signs are a great option for business owners who cannot afford an electronic message center but wish to raise attention. While they do not have the power of an electronic message center, they do train consumers to look at your site for public service information. In addition, many cities do not restrict time and temperature signs as long as they do not exceed the allowed square footage.According to manufacturers, an electronic sign should pay for itself with a 3 percent increase in sales over a threeyear period. However, a great sign will attract more business to your facility, narrowing the return on investment
to weeks or months. Shop with knowledge and your new electronic sign will draw new customers and profits to your business.
Using an Electronic Message Centre (EMC) Effectively to Market Your Business
An electronic message center offers a unique way to capture the attention of these passers-by. Surveys show that television advertising increases brand recognition among the public by about 7%. The public - your existing and potential customers - is on the move, both literally and figuratively, and sometimes catching their attention is like hitting a moving target. Consider that 15-35% of the traffic on a given street is "just passing through" (vacation travelers and such), and you can see the great potential for single stops by those unfamiliar with the area. An EMC allows you to communicate more effectively with the typical person passing by at a particular time of day by changing the message and graphic of your sign to match the profile on the street. The local airport in Monmouth, NJ offers a clever example of this flexibility. The airport used its display to advertise price specials at peak hours to those traveling by on the freeway on the way to and from work. During shopping hours or afterschool traffic, the airport changed its display to offer community service messages. This kind of flexibility increases the readership of a message unit, as it can correspond to the traffic profile by the day of the week, the time of day, or the season.To develop a customized, attention-grabbing programming for your EMC which attracts new business and dollars to your bottom line you need to follow a simple formula that can be adapted to any venue. The following points should be followed in developing your marketing strategy:
1. Know your audience, 2. Know your equipment, 3. Establish goals, 4. Evaluate and re-evaluate.
1. Know your audience
Record numbers of business facilities are recognizing the importance of electronic displays and are incorporating them into their marketing mix. Just having a display, however, is not enough. With your customers being bombarded by a constant media blitz, standing out has become more important than ever. The most important feature of your message centre is its content. The content on your display needs to be fresh, relevant and broad in scope. Without fresh content your audience becomes conditioned to ignore the displays assuming the material playing is what they have seen before. Therefore, your display content should be continually changing to maintain your audience's attention.To maintain audience interest, your display programming must also be relevant to the audience's interests and current needs. For example, when are customers generally coming in to the store? What motivates them? Is it seeing price reductions and promotions on your sign as they drive by? The message should enhance an immediate need. When drive by traffic is heavy, an ad promoting the weekend sale or a pick me up message can relate to the passerby. An ad with the weather forecast, followed by the mention of warm food, sweaters, or the benefits of all wheel drive on a cold snowy day even more effectively focuses attention on both need and solution, driving consumer behavior.Another important feature of display content is that it includes not only store-specific information, but also details on other information that interests your audience such as community event, weather, breaking news, sports scores. The live information on your displays attracts more attention when it includes not only the details of a particular promotion, but also live action occurring in real-time in your community and around the world. To provide this connectivity, you will need a control system such as Video Star Controller and an internet connection to connect with various information feeds to display sports scores, stock prices, breaking news or sports headline and a host of other information.
2. Know Your Equipment
The right tools and staffing are indisputably important aspects of making your display perform for the audience. How user-friendly is the system? For what kinds of programming is it best suited? How can technology help streamline programming your sign? Becoming familiar with the strengths and, if any, limitations of your system will enable you to maximize its potential. Knowing the type of programming that best suits your display and its control requirements are key factors in determining how to meet your performance goals.
3. Establish Goals
As with any business model, planning stands at the forefront of success. When putting together your marketing mix, remember the motivating power of your display. It provides a catalyst for reaching facility revenue targets through direct promotions and by building community recognition and loyalty. You may have a goal to increase sales of a particular item or service, or to increase store traffic by 10% on the next holiday. Appropriately promoting these target items on your display will influence your audiences buying patterns. Setting specific goals as part of your planning also gives you a benchmark for evaluation and ammunition data when hunting for timing hot spots. A good way the display can be used to boost sales is through interactive promotions. Using your displays for interactive promotions also provides better opportunities for sponsors than static ads and increases their interest in advertising at your venue. For example, discount particular merchandise items when a local team wins a game, or a landmark event reached. Try advertising a bounce back program where receipts shown at the next visit result in a discounted rate. This type of incentive not only encourages repeat buying, it is also an excellent way to gauge your displays effectiveness. As with all elements of your display, advance planning of your promotions improves their quality by providing ample time for creativity and artisanship to create an appealing presentation. Keep in mind that the best presentations often involve a variety of elements and take time to put them together. It is not something is done impulsively, particularly in an automated format that can easily be reused.
4. Evaluate and Re-evaluate
To ensure you are meeting your revenue goals, incorporate evaluation of your displays performance into your marketing research. Customer surveys give you a good idea of the perceived informational and entertainment value.
Comparing programming schedules to sales receipts is a good way to track advertising effectiveness. To assist with this analysis, print out a time-stamped list of messages in order of their appearance on the display. A simple correlation of sales and advertising allows you to determine the most effective ads and pinpoint where the programming needs refinement. This evaluation data is also good for co-op sponsors. When you can show a potential client or product line the effectiveness of your promotion results, getting them to sign up becomes an easy sell.
So next time you pull into work, look at your display in a different light. Get to know your hard working friend better. A well-run electronic display influences customers. With the right formula of equipment, goals and preparation, the customers experience as they drive by and visit your business will surpass their expectations and you will find their response to your presentation financially rewarding as well.
