My LED Sign won't work - HELP!

-Deacon Wardlow

So you purchased an LED Sign from XYZ "manufacturer" online. Maybe they had a salesperson in the area who sold you on the system - maybe they were the lowest price or seemed to have a great system. Whatever the reason, you sold it and now (when there's a problem) that company is gone like the wind... What do you do?

We're all too familiar with this scenario. I got into the LED sign side of Digital Signage because people kept asking for my help with systems (both domestic and off-shore/Chinese displays) and I quickly learned there's not a lot of support out there. International trade and a lack of standardization in the LED Sign industry have left a HUGE GAPING HOLE allowing for easy entry to market. Anyone with 5 minutes and access to a web search engine can find off-shore companies willing to (cheaply) white-label product shipped to the USA and suddenly there's a new LED Sign company in the market.

If you're looking at this article, chances are you've taken that leap and landed in a hole. If you haven't yet purchased from a company selling (or reselling) off-shore product... take these words seriously - Check our articles on buying offshore vs. Domestic. I'm biased and would rather you bought from one of our LED Sign manufacturing partners, but really anyone domestic is likely going to be better than buying product sourced from a manufacturer outside of the USA. I know there are many of you who are out of the USA/North America and yes we do cost more than the Asian options... but you really get what you're paying for with technology in this industry. Word to the wise - CHECK - RE-CHECK - and Triple-Check your potential source for LED Sign Systems... Now, let's help you out.

First - checkout the previous blogs on troubleshooting and support I and Scott have put out there:
http://vantageled.blogspot.com/search?q=troubleshooting

More often than not, issues are fairly simple and can be quickly resolved without too much outside assistance. Back in the day, I needed to lean on translating A LOT of Chinese documentation and finding sources for parts - this isn't as big an issue these days. The increased amount of people buying direct from China/Korea/Taiwan (and companies buying from "manufacturers" who resell Chinese/other product) has spawned a backstage support industry as many of the reseller companies quickly disappear after a few years of opening their doors, leaving both end-users and sign companies to fend for themselves for any support and/or repairs required.

If you're stuck with a "black box" (dead LED Screen) - try some of these tips and hopefully it'll help you out.

Content

1. Have the client clear their existing schedule - create a new message (has to be new content - just a simple 'TEST" text message) and send it to the display. If it shows, it may be the content just timed out or there's some bad content in the system. 

2. If the display is working (showing TEST) then have the client redo their content as a message may have become corrupted or have a messed up asset (image/video/etc.).

Communications

Check the cable connecting the sign and/or computer to the network (or eachother if directly connected). It's possible a cable is damaged/misconnected - a radio isn't receiving power, or something got damaged causing the display to no longer communicate.

Power Issue

1. Sounds silly - but simple steps are often best to try first - turn off the power to the system, count to 30 and turn it on again. Sometimes there's a fault in the controller or the boards, or power and rebooting the system may (temporarily) clear the error.

2. Check the source power - is the system receiving a steady 120V (or 240V - whatever source power is)? If the voltage in is less than 110 - there may be a feed problem. This would have been noticed earlier with the sign "flickering" or going out at peak usage times (morning/afternoon/evening).

3. Check the power supply (PS) - most power supplies have an LED indicator which should be on. If the indicator is off or not visible, a quick check with a multimeter should show the PS is operational and what it's outputting for power.

4. Check the leads/connections on the power supplies to the controller and the main control boards in the system. Make sure the connections are clean (not rusted/oxidized) and if there's a connecting plug - unplug and re-plug it is to make sure the connections are secure.

Controller Problem

1. Check the control system. Start with the controller (it's either a small black box (PC) or a small black box (control card with power supply using an embedded control system). Disconnect power and reconnect. Check to see if the display "blinks" when reconnected and shows anything. If it (at least) blinks... that's a good sign.

2. Check the connections from the controller to the DVI/Video card (this will be a card connected to the controller with a video cable (likely DVI/VGA computer cable). It should have some small LED indicators - if so, is there a constant lit one and a blinking one? This means there's power and signal. If there's no indicator - move to the next card.

3. Check the next card (logic board aka distribution board aka hub card) - this should have a power LED (constantly lit) and a signal LED (blinking). If you have power, but no blinking - there's no signal and there's a problem with either the controller or the video card. If you have power and blinking (signal) - check the connections to the LED modules and check power to the LED modules. If there's no power or blinking - go back to the PS (Power Supply) and check it.

Note all posts - thoughts - writings- etc. are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Old Technology vs. New: Does "innovation" really matter?

-Deacon Wardlow

I work with a lot of innovative companies. These companies are on the leading edge of hardware, software, and cloudware. Many people I work with (on the reseller/buyer end) contact me and ask if they should stick with the known company they've been working with for several years or take a "risk" on something new.

I have a Commodore 64 with the cassette tape drive, the 3.5" floppy disk reader, and I even have the original programs (some games and a simple word processor) I programmed back in the day. The C64 boots up with that beautiful blue screen and start prompt to this day and (somewhat surprisingly) the floppy disks and cassettes still work even though they're about 30+ years old now. Reliable and low fail rate doesn't always mean the technology meets your current needs. That C64 is excellent, but I rarely use it as anything other than a distraction.

Reliable, trusted, tried-and-true are good, but not necessarily reasons to stay with a company or manufacturer. Innovation matters, if you don't believe me - check with Apple, Samsung, Google, and others who are primarily innovation driven. In the LED Sign world (aka Direct LED Displays, Electronic Message Center, etc.) many manufacturers still run the same software they had outsourced or released six or seven years ago. Think about the smartphones people had seven years ago and what's available now, vast differences... While some technology is slow to change, you'd think there'd be some changes to the display hardware and software which improve both the end-user experience and the display quality and options.

When taking a look at options for LED outdoor signage - please take a moment to ask a few simple questions to see if you're getting something which is both current and future-forward:

1. What changes have occurred in the last 3 years which made the product better?
2. How often is the software/cloudware updated and when are new features added?
3. What is the company doing to deliver a product which meets current need while being able to be upgraded/adapted 3 - 5 - and more years down the road?
4. How are you more innovative than your competition?

If the company hasn't changed and/or upgraded its hardware and/or software options in the last 3 years (or worse, longer...), think long and hard before considering them as an option. If the company doesn't upgrade the software/cloudware at least twice a year, how does that reflect upon their reaction to client/end-user requests for new features/options? If you can't easily and readily upgrade the software or hardware to meet a future need (i.e. change the face to a tighter pitch without changing the whole sign, or upgrade the controller software to some other company's control solution) - be wary as you may be buying into a WYSIWYG (What You See Is What You Get) and that purchase most assuredly will equate to buyer's remorse down the road when the end-user wants to get more out of their system. Especially considering the lifespan of an Outdoor LED Sign Display can be 10 years or more.

There is risk going to any new company (and even sticking with the "old" option). So take time to pick the sales rep's brain on what warranties are in place. What are their guarantees and how does the company ensure the end-user (and sign company/reseller) can get parts and service even in the worst case scenario of that manufacturer being out of business or unavailable. Make sure you're not just getting a solution for "now" but looking down the road and getting the best solution overall for the end-user and yourself!

Note all posts - thoughts - writings- etc. are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Are Brightness guarantees a bright idea?

-Deacon Wardlow

Companies do a lot to standout in the marketplace. Some focus on USP (Unique Selling Points), others have an established name/brand, while other businesses focus on innovation in the marketplace and/or performance and strong support. Lately, instead of innovating, many companies are claiming they have a great solution already in place and innovation isn’t necessary, i.e.  “don’t fix what isn’t broken.” They’re redirecting the buyer's’ attention by claiming performance “guarantees.”

First, a guarantee and a promise are two different things. If I promise someone I’ll help with a move - I may or may not back that up when they need me. If I guarantee I’ll help with the move - maybe I’ve put something in place (like a bond, surety, or a third-party) where if I’m unavailable someone will step in and take my place (because they’ve been paid to do that). Guarantee vs. a promise, pretty simple stuff.

Lately there has been a 10 year brightness guarantee thrown about. The “brightness” guarantee is interesting. LED Sign manufacturers are still leaning on the tried/true 5 year parts warranty when others are adding (standard) a promise and/or guaranteed 5 year on-site service program. Rather than step up and put a better warranty in place, they’re claiming 10 year brightness “guarantees” (really a promise). If a display is installed, the end-user can go back 10 years later and the display will be just as bright as when it was first installed. If not (and they can’t fix it to be as bright) they’ll pay a cash refund.

They’re throttling brightness and claiming uniformity:

The display starts at 7,500 Nits (a respectable, if somewhat low, brightness level). The LEDs are likely capable of about 11,000 Nits. The system is set to increase brightness overtime. Most LEDs depreciate their light output at a set level overtime and the system can be calibrated to increase the light output on the LEDs to maintain 7,500 Nits over 10 years.

The Good: It’s great to have the LEDs maintain a level of brightness over time and this allows a certain uniform expectation regarding image quality

The Bad: Aside from slowly increasing power (operation) cost, you don’t have to wait 10 years to see performance. If the guarantee were true, a client should (in year 2 or 3) be able to swap LED panels from any section and have all the parts look the same. This isn’t likely to happen (get ready for a refund).

Picture a car in long term storage sitting in a garage with a window near the car. Over time, the part of the car exposed to light will experience fading on the paint. The paint in the shade will degrade, but much slower than the part in the light. When that car is pulled outside, the lit part will look very different from the shaded part. Signage experiences a similar issue where certain components receive more direct sunlight than others depending on where a panel is located. The fading will cause uniformity issues and the guarantee won’t hold over time.

We’ll be there for you (really?):

This comes back to a promise vs. a guarantee. With a promise, the end-user is relying on the company to be in business for the lifetime of the display (and for them to honor the promise they put out when the display was sold).

The Good: If a company is true to its word, it’ll likely follow-through on its promise and support the end-user otherwise they risk losing a brand/image they’ve worked hard to earn.

The Bad: New ownership could come in or the company could go out of business. No business is “failproof.” Companies come and go. If a company made a promise and they’re sold to someone else, the new ownership doesn’t have to fulfill the promise someone else made. If the company goes out of business, what good is that promise when there’s nobody in place to follow-through. Promise vs. a guarantee…

It’s easy to make promises, especially a promise which won’t be called on for 10 years. It’s harder to really stand behind a product line and fully support that product with guarantees and sureties in place to ensure the client is taken care of at the end of the day rather than the manufacturer. Let’s look at the fine print. Where are the terms and conditions? Is the guarantee backed by a 3rd party? How about putting aside money in escrow? If there’s no money, there’s no guarantee.

Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts - thoughts - writings- etc. are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Blog #199 - the year+ in review, start 2015 off with some solid education resources!

-Deacon Wardlow

All said, I lived in Japan for about 12 years. The time, people, and culture definitely affected the way I look at the world. Every December, Japanese get ready to send out their "O-sho-gatsu" (New Year's) cards. A card is sent out to the people in their life, both personal and professional contacts. The card is a way of keeping in touch with the people who've touched their lives in some positive way. Gifts are also given to people who've helped them in some way in the year - a kind of year-end accounting and "thank you" to everyone who helped them get to where they are. I love the tradition and, while I no longer send out a stack of cards each New Year's - I appreciate taking stock of the year past and acknowledging the many people who've helped, challenged, assisted, and gotten me to where I am.

This article makes #199 in the series started about two and a half years back. My thanks to my fellow "Special Ops" Director of Spectacular Media (Scott Hofheins) and our associate/friend/all-around pontificate Mike Prongue of Signvine. Our thanks go to Vantage LED for giving us a place to rant, rave, educate, elucidate, and help bring a little order to the chaos that is Digital Signage (without having to write advertorials or "sponsored" pieces, but rather sticking to the truth and helping people get educated on what matters most for LED and other Digital Signage). It's been a long road with a longer one ahead and we're glad to have you, our reader, out on the journey with us. If you read our articles and have a question - drop us an email or line (email deacon@spectacularmedia.com - scott@spectacularmedia.com - or michael@signvine.org). We all like to hear from you and appreciate feedback.

This will be the last posting for the year (we'll start up a little after the new year). I've done my best to sort the articles we've released into categories so you can find helpful info a bit faster. If there's some way we can help out, a topic we've missed or something to delve into deeper - let us know (we're happy to have more to write about and the year ahead promises to be a full one). If you have a moment, checkout the SignVine site (these are guys who know a lot about giving and lending a hand) - https://www.signvine.org/

We wish you a safe, happy, and most excellent year-end. I hope your holidays are full of friends, family, and happiness. Problems are simply challenges helping you along the path to success and hopefully we've written something here which can help you overcome the obstacles you're facing (or will encounter down the road).

Digital Signage Sign Tech & Spec:

1. What to Expect when you're expecting your LED Sign...
2. Providing Correct Power Voltage to LED Signs and Why 120 VAC and 240 VAC are Both Important
3. Power Supplies
4. Don't get screwed, modern module securing systems
5. Front Access Design Considerations for Digital Signage and Hinged Faces
6. Factors Affecting Image Quality on Outdoor Digital Signage
7. How Color Values are calculated
8. Viewing Size vs Cabinet size (big differences can add up to false $$ savings)
9. Controller options for LED Signage
10. Virtual Resolution (aka pixel sharing)
11. LED Sign Components
12. Service Access options for LED Signs
13. The truth behind "ultra bright" LEDs
14. Communication Methods for LED Signs
15. Myths and Misunderstanding about LED Signs
16. The good and bad of LED Signs and how to tell the difference
17. Powder Coating
18. New Coating materials (Dragon Skin)

19. Make sure you have the right tools for DS!

20. Standards for Outdoor LED Digital Signage

21. Help! My sign isn't communicating! Steps to a solving communication problems.

22. The evolution of communication with DS.

Digital Signage Content:

1. The New Expectations for LED Sign Content
2. Professional Content is a Must!
3. Real World Effects of LEDs per Pixel on Outdoor Digital Signage
4. Time and Temperature on LED Signs...to Be or Not to Be
5. Quality LED Signs Managed Responsibly Improve the Community
6. Professional Quality Content on LED Signs Benefit Resellers Directly
7. How 'LinkedIn' is Digital Signage for you/your clients?
8. Why DS Fails
9. Keeping Content Current/interesting
10. Ensuring text comes through LOUD AND CLEAR
11. LED Signs & Free Speech
12. Create a call to action with Digital Signage
13. The benefits of PSAs (Public Service Announcement)
14. Get the most from your website (Digital Signage is online as well)
15. Being a good neighbor with LED Signage
16. Content scheduling/creation (planning ahead)

17. Use Content and Scheduling to Target Your Message On Outdoor and Indoor Digital

18. DisplaysCustom Content -vs- "Stock" or In-House Content

19. CMYK vs RGB and Other Design Factors for Digital Content on LED Signs.

20. Too Much, Not Enough? How To Create an Efficient and Effective Impression With Your LED Sign.
21. Brand enhancement with DS.
22. Tips for maximizing an LED Sign's effectiveness.

Digital Signage Sales 101:

1. Without a defined desire, there is no sale.
2. ADAPT the sales technique
3. Be a "go-to" person; know your LED Sign and DS information!
4. What does Digital Signage Cost?
5. Sell your company first, product second...
6. Why Cheap LED Signs Sell Well But Fail
7. Door to Door is Dead
8. Sticker Shock Syndrome; dealing with cost objections
9. LED Sign Sales- Closing Technique Suggestions- 1 of 3
10. Closing Technique Suggestions- Installment 2 of 3
11. Closing Technique Suggestions- 3 of 3
12. Objection Handling Part 1 of 2
13. Objection Handling Part 2 of 2
14. Stop selling and start solving - Customer Centered Selling
15. Better is Better, Always!
16. Value Based Selling Is a Win for Local Sign Companies
17. The cost of a system - Good/Quick/Cheap... Speed, Quality, and Price with LED Signs/DS Solutions.
18. Wow Your Customer
19. Build bridges, don't burn them
20. Business Relationship Suggestions
21. What Is True Customer Service?
22. Digital Signage doesn't work! Here's why...

23. The Tech Train is Leaving the Station

24. The importance of being "in" the know with Digital Signage

25. Your Customers Return The Investment You Make In Them

26. Keep it simple

27. No Free Lunch, Only Buy and Sell Quality LED Displays

28. Cheap Is as Cheap Does
29. Building the brand with DS.
30. Show, don't tell, with DS content.
31. Don't leave your sales to chance, know the product you're promoting!

Why LED Signage?:

1. Use Outdoor Digital Signage to Give Thanks, Spread the Holiday Cheer, and Grow Your Organization.
2. Outdoor Digital Signage Helps Focus and Sustain Advertising to Potential Patrons
3. A Road-Map to Success is Important With Digital Signage
4. Common Misconceptions About LED Signs
5. How an LED Sign can help business
6. LED Signage earning potential

7. Be different, Be Branded, Be Seen with Outdoor Digital Signage

8. Power of Communication for Non-Profit Organizations

9. Why Digital Signage is Important

10. Innovation with LED Signage.
11. How plazas, malls, and multi-tenant locations benefit from LED Signage.

Costs for Digital Signage:

1. How much can an LED Sign Cost?
2. Short term gain, long term costs (cost of a "cheap" LED Sign)
3. "Value Line" vs. Single Level of quality (i.e. why there aren't iPhone or Droid "lite" versions)
4. Is an LED Sign (or any Digital Signage) an investment or a purchase?
5. Selling the value of a Digital Signage Solution (LED Sign, LCD, or other)

Digital Signage 'How To':

1. Networking Basics
2. Securing Wireless ( WiFi ) Communications for LED Signs
3. System monitoring obstacles and options
4. Check The Power! Electrical Supply and Outdoor Digital Signage
5. Basic LED Sign Troubleshooting and Logic
6. LED Sign Permitting Part 1 - Part 2 - Part 3
7. Finding a reputable installer for LED Signage
8. Sourcing the best LED Sign manufacturer for your business
9. Calculating Power Costs
10. Information on the National Electrical Code as applied to LED Signage
11. Electrical Safety Certification Marks explained
12. Different LED Sign Sales approaches
13. Project Management with LED Signage
14. Embracing new technology for business
15. CRM/ERP Options for your business
16. Simple LED Sign troubleshooting
17. Importing from China (buyer be very wary).

Digital Signage 'Need To Know':

Quality vs Cost

1. What makes a good LED Sign?
2. How an LED Sign Manufacturer's Approach to Support Can Affect Your Reputation
3. What's the best solution for a Digital Signage system?
4. How an LED Sign Manufacturer's Approach to Design and Engineering Can Affect Installations
5. China Manufacturing Stumbles
6. When comparing LED Sign solutions (EMC/EDS/CMS/Etc), make sure you're getting what you expect
7. Is Anything Really ‘Made’ in the USA?
8. Domestic LED Sign manufacturers vs. off-shore
9. Importing from China
10. Low quality systems' affect on business
11. Supply Chain Logistics on components
12. Beware of a "bait-and-switch"
13. The cost of going cheap on component choices from a manufacturer

14. How an LED Sign Manufacturers Approach to Growth Can Affect Your Own

15. Digital Signage Learning Curve, how to tell a good manufacturer from a questionable one

16. China, Stack 'em Deep, Sell 'em Cheap

Warranty and After Service

1. Insurance and Warranty
2. Parts and Labor doesn't always equal warranted repairs...
3. US Based Support for LED Signs is More Than Phones and Technicians
4. Is after service an after-thought?
5. The Value of a warranty
6. On Site Service Warranties (underwritten vs. carried by the manufacturer)
7. Future proofed DS.
8. Support and service on systems.

System Build and Design Elements to be aware of

1. Boiling Down the 7 Key Elements of Digital Signage
2. Test drive an LED Sign (aka EMC) BEFORE buying...
3. Scrap Temperature Probes!
4. Border Versus Borderless LED Displays
5. Things To Consider During a Live LED Sign Demonstration
6. What is Pixel Pitch and How Does it Relate to LED Signs?
7. Educate yourself and your clients, before the competition does it for you!
8. Don't Be the Beta for a Manufacturer
9. Power Supplies
10. Proper Conformal Coating

11. Full Color LED Signs vs Single Color Red or Amber

12. Silicone Coating on the back of LED Modules

13. LED Display Evolution

14. Product Consistency and Long Term Success with LED Sign Manufacturers

15. What makes a good LED sign system?

Potential Issues to be aware of

1. Heat
2. How to protect against heat
3. Power (undervoltage)

4. Physical Factors for Effective LED Sign Use and Installation.

5. Are LED Billboards safe?

LED Sign System Controls & LED Sign Sales Success

1. Isn't "The Cloud" the Same as Wireless Connectivity?
2. Make your LED Sign Stand Out From the Pack
3. Why cloud control for your LED sign is better than using localized software
4. Notes on Successfully Implementing an LED Sign Program
5. Why simple software is better with DS.
6. FAQ about LED Signs for IT Professionals, End Users and the Industry
7. New technology making things simpler with LED Signage
8. Explaining LED Sign Technology Simply and Effectively to Your Audience Directly
9. The Cloud, Cloudware, and LED Signs
10. Statistical Analysis of the Relationship between On-Premise Digital Signage and Traffic Safety
11. Exponential Growth for the LED Sign Industry?
12. You Deserve to Make a Profit on LED Signs
13. What does Web App/Cloudware mean for Digital Signage/LED Signs?
14. Own It! Be The Trusted Authority on LED Signs and Educate Truth
15. The Ghost of LED Signs past (the cost of going with the cheapest option)

16. Digital Signage is more than a dynamic commercial - it's about communication.

17. The Gold Rush Continues

18. Financing & Leasing Options for DS

19. Creating Lifetime Fans

20. Demand Attention and Target Your Audience With Outdoor LED Signs

21. 10 great LED Sign manufacturer behaviors & what to watch for.

Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted.

Thank you one and all!

-Deacon Wardlow

Thank you. Thanks for reading our blog, our LinkedIn, Facebook, and Twitter posts - Thank you to Vantage LED for hosting a space for open, honest, and transparent discussion of Digital Signage issues. Thank you (the readers and contributors) for being inquisitive and wanting to know more.

It's Thanksgiving in the USA and this is an excellent time to reflect on the many things in our lives to be thankful for. Work can definitely be a roller-coaster ride of ups, downs, and a lot of unexpected turns (even when you see something coming, it can still hit you hard). It's important to remember there's a lot to be thankful for.

Even when I've had businesses fail, deals fall apart, and been as low as I thought things could get (boy was I wrong there... things always had another layer of "down"), I found the things I was thankful for were the lessons my mistakes and failures gave me; the friends and family who supported me through the rough times, and the simple things I enjoyed which didn't need money or anything other than a little time set aside to enjoy.

Wherever you are, I invite you to take five minutes (or more if you've got it). Think of the simplest things which give you happiness and be thankful for them. Think of the people who've helped you out along the way in your life and think about the lives you've touched. If there's an opportunity to give thanks by giving some time or resources, do so as you'll find the rewards may not be tangible, but they are definitely amazing and give life the richness and wealth which no amount of money or things can reward you with. The biggest and best part of Thanksgiving isn't necessarily being on the receiving-end of things, but rather the opportunities to give back to those who've given us so much.

I was recently reminded of this when a partner of ours had a special request. Feeding America was looking to expedite an order with Vantage LED, but the non-profit didn't have the money for a rush request. A great opportunity for me to help an organization which helps so many throughout the year. I spoke with the CEO of Vantage LED (Chris Ma) about the situation and he said he wanted to give back something, but what could I do in exchange? I offered 1,000 push-ups to help the client - If I went a bit above and beyond by giving my time and efforts directly in the form of push-ups, perhaps Vantage LED could do the same and push the build through. Chris agreed! I've done 600 of the 1,000 (four more days of painful giving) - while it definitely hurts (I'm reminded I need to get back into shape) - the giving and reward for the non-profit feels great!

Thank you to you and yours this Thanksgiving week. If you have a moment, share what you're thankful for here (it's humbling and inspiring to see what others are doing - so please share as you're able). For those in the USA (and other places) celebrating this week, safe travels and happy Thanksgiving!

Vantage LED has white paper resources and more educational material on the website (http://www.vantageled.com), please check it out when you have a moment. Note all posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically noted. Direct emails can be sent to deacon@spectacularmedia.com for queries and/or assistance.

Digital Signage, Need to Know: Property Owners Benefit From Operating Outdoor Digital Signage for Multi-Tenant Sites.

- T. Scott Hofheins  

I was reading a recent article about new outdoor LED digital signage in Times Square, and the approach many property owners have taken to generate advertising revenue...partner with the tenants. This is not a new approach, we see this in many non Las Vegas/Time Square multi-tenant and single tenant locations across the USA, but the approach is nonetheless solid and logical.

This approach gives you some good options. You have a built in customer base with a vested interest in onsite advertising. This is especially true with larger malls and shopping centers, where it’s worth the money to stand out from the crowd. You can share the upfront cost of the signage with your tenants, or put it up yourself and charge for time slots on the display, or a mixture of both.

These sites can also have some great advantages with regard to regulations and permits. Many sign codes allow for increased square footage specifically for these types of properties. This is typically put in place to allow for better visibility for all the tenants.  Additionally, the length of the street frontage and property size can also provide advantages for increased height and size. This can be used to help get the most exposure from the LED sign.

While it is important to keep the traditional identity signage, using some of that space to increase the size of a high quality LED sign is really a win-win scenario for everyone long term. It brings more people to the site in general. Shoppers may initially stop in because of a certain advertisement on the sign, but as we all know, shopping is rarely a single event, but a chain reaction. Getting more people on the property is good for everyone.  

This may also be one of the best ways to generate advertising revenue for the property owner. Multi-tenant properties have the unique benefit of being able to advertise more than one business on a sign, but it is still considered On-premise advertising. This means the property owner not only has access to lease revenue, but can also gain advertising revenue from the display. Good signage like this also helps retain existing tenants, as well as ensuring the site is attractive to new ones. It is a solid investment when operated correctly.

Keep in mind, this isn’t just for large sites, it is just as effective for smaller locations. Having  5-7 tenants just means they potentially have more time on the display. Again, keeping your site attractive for existing and new tenants. This also doesn’t just apply for traditional shopping centers or malls. Signage works great on vertical office spaces as well. I’ve personally seen this work well for building owners and their tenants.

This is not unlike operating a mini-billboard. Digital billboards aren’t just for the big boys anymore. It’s been exciting to see the success of many smaller private operators in both traditional digital billboards, and on-premise multi-tenant sites. It’s no secret that there is a lot of money to be made in advertising. It’s a huge industry for a reason, and LED signs are a part of it. If you’re a property owner who hasn’t taken the plunge, take a look and you may find a new source of revenue, and a powerful advertising asset for your tenants.

-TSH

I hope this post has been informative and helpful. As usual, I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.