Considerations When Picking a Digital LED Sign
Written By: Shane Clark on January 23, 2023
If you’re reading this article, then I assume you have decided that you need a digital LED sign. If you’re still thinking about it, I have a recent article that covers some of the considerations involved. In this article, I will examine the considerations for selecting an LED digital sign and the preparations needed to ensure you reach your maximum potential at every level.
Understanding Local Ordinances
Before you go out and purchase a $50,000 digital LED sign, you will want to know what is allowed. It’s important to understand local/county/state regulations. There are justifications for why governments might disallow LED signs. Typically there is a department charged with handling questions about signage. When communicating with these departments, it helps if you are very specific about any plans for your digital LED signage.
Gauging the Potential Digital LED Sign Traffic
Once you determine that an LED sign will be allowed under local regulations, you will want to gauge the potential traffic that will pass your LED sign. A lower-cost sign may make more sense if you find there to be less traffic. A company specializing in LED digital signs will have more advanced radar-based equipment. One company I recommend is Skyline LED Signs. At the very minimum, you can grab a lawn chair, pen, and a notebook a few times a day and get a reasonable estimate of the traffic in the area.
Picking an LED Digital Sign
While each individual consideration for picking what type of LED sign could be its own article, I will summarize the primary concerns regarding digital LED signs. Each of these considerations has a codependent relationship with each other.
P-number
For LED displays, the letter P stands for “point.” What does P mean in relation to LED displays? The distance between the midpoint of two lamp beads is what it refers to. For a P2 LED display, the distance between the midpoints of two lamp beads is 2 mm, while for P3, that distance is 3 mm. A P2 LED display is more ideal for viewing if the viewing distance is from 2m away. The effect is not particularly good when viewed from a distance of 1 meter. Similar to that, a P10 LED display’s viewing effect is especially good from a distance of 10 meters due to the 10 mm space between each lamp bead.
Control Options
Control options for a digital LED sign can vary depending on the manufacturer and model of the sign. Some basic options include the ability to manually change the message displayed on the sign using buttons or a remote control. More advanced options may include the ability to control the sign remotely using a computer or mobile device, scheduling messages to be displayed at specific times, and integrating the sign with other systems such as weather or traffic data. Additionally, some digital LED signs come with software that allows the user to easily design and create custom messages, logos, and animations to be displayed on the sign. It is important to consider the control options that are important to you and ensure that the sign you are considering has those capabilities before making a purchase.
Supplier
The supplier is very important for any LED sign because the initial investment is significant and ongoing maintenance is required. The wrong supplier could leave you with the world’s biggest paperweight on the side of the road. The responsibilities of the supplier will depend on what they and the client agree upon. A client doing advanced graphics design should be able to create their animations independently. It is essential to establish this up front. My go-to supplier is Skyline LED signs.
Size
The size of the LED Sign will depend on local regulations, placement, budget, available real estate, and usual campaign type. The number of variations makes it hard to have a default size that I recommend. The best I could do is to point to the sizes I have often seen. I would probably say the 4′ X 8′ is the most used LED sign in the industry.
Mounting Type / Placement Type
Some mounting options for your LED sign include building-mounted, pole mounted, and even mobile. The mount type will depend on the landscape of the environment in which the LED sign is being placed. In some cases, it may depend on local ordinances. In an ideal world, you might be better off with the placement of a sign on top of a building, but due to local laws and regulations, you might have to modify where you install it.
Cost
To be able to discuss the exact cost, even based on a known size, is challenging. Many signs end up between $24,000 and $70,000. If you find a sign for less, be warned that you get what you pay for. In some cases, the sign is based on a monthly rental or lease. This is normally associated with a mobile type of LED sign. Even a $60,000 LED sign can be half of what you can expect to pay for a billboard over a five-year period.
Graphics / Creative Resources
One area that seems to be overlooked is having the creative resources in place before acquiring an $80.000 digital LED sign. I have seen customers send the sign animation work to people that are creative/skilled but haven’t come from a background that will lend itself to conversions. Having a relationship with a local marketing agency can help in this area.
Maintenance Support
A critical piece of this type of advertising is establishing a relationship with a company that can provide ongoing maintenance. Something as simple as a cable coming loose can bring down the entire sign. You should have a signed maintenance contract with a company that is able/willing to provide this kind of support. The contact should state the maximum waiting time for the LED sign to be up and running.
Lifespan of a Digital LED Sign
I assume a digital LED sign lifespan of 10 years or 100,000 hours when calculating costs. The reason I do not assume a longer lifespan is because technology changes and evolves. However, a sign’s lifespan may be much longer in a place with more moderate weather. Being that the average LED sign is put together from basic components, so it is likely that you will have to, for example, replace power supplies a few times over the years.
LED Sign Resources
Some helpful websites about digital LED signs include:
- The Digital Signage Experts Group (DSEG) which is a non-profit organization that provides education and information on digital signage best practices, technology and trends..
- The Sign Research Foundation (SRF) which conducts research and provides education on the benefits and impact of signs on businesses, communities and the economy.
- The Small Business Administration (SBA) which provides a wide range of resources for small business owners, including information on advertising and marketing, including digital signs.
Conclusion
LED digital signs are a cost-effective way to get your messaging to a local client base over time. A $40,000 LED sign may become less expensive in the long run when you examine the cost per impression compared to traditional web-based marketing efforts. You want to consider all the items in this article before moving forward with an investment of this size. Don’t hesitate to get in touch with me with any questions.
