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当前位置:首页 > 杂志 > 2019年3月杂志_LED电子广告牌:新的商业之声



The billboard, a mainstay of outdoor advertising has entered the realm of high-tech in the form of an electronic billboard media format.


Just about everyone connected to electronic billboards are benefiting with outstanding results ranging from LED sign manufacturers (who can't make them fast enough) to outdoor billboard operators (who are building outdoor digital display networks in premium locations as quickly as possible).


Electronic billboards are an economy of use, both in terms sign management inventory and in earnings potential. The proper management of an electronic billboard allows six to eight different advertising messages to share the same sign face, increasing multiple advertising awareness without the labor of continually replacing vinyl sign faces. In terms of earnings potential, anecdotal evidence has portrayed electronic billboards with its multiple advertising messages on a single sign face as being able to "out earn" their print counterparts.


OAAA sets stage for electronic billboards


The billboard has a legacy dating back to the 1830s when it began outdoor advertising with just about everyone's favorite tag: "The circus is coming to town." In 1891, when the billboard medium was well established in towns and roadsides throughout America, a trade association of Bill Posters was created, an organization that more than one hundred years later has come to be the Outdoor Advertising Association of America (OAAA).


The billboard has since evolved into three standard sizes, 10 x 36 feet (a 30 sheet), 14 x 48 feet (a bulletin), and 12 x 24 feet (poster). OAAA Chief Marketing Officer, Steve Freitas estimated that today in the United States there are close to 450,000 roadside outdoor print billboards (incorporating all three formats). Electronic billboards are just getting started and Freitas acknowledges that as of summer, 2006 there are probably at least 200 electronic billboards in the U. S.

从那以后,广告牌就演变成三种标准尺寸,10 x 36英尺,14 x 48英尺,12 x 24英尺。OAAA首席营销官史蒂夫·弗雷塔斯(Steve Freitas)估计,目前美国有近45万个路边户外印刷广告牌(三种形式都有)。电子广告牌才刚刚起步,弗雷塔斯表示,截至2006年夏季,美国可能至少有200个电子广告牌。 

More incredible is that the American billboard inventory has just about doubled 100 % since last year. "The emergence of electronic billboards as a new component of outdoor advertising is expected to have a significant impact on all aspects (manufacturing, operations and media buying) of outdoor advertising," says Freiras. They are easy to view day and night, easy to create content for and messages can be quickly reprogrammed. "It now offers media planners and advertisers more effective ways of doing something they already do."


While there is an industry excitement about this new medium, it's not without significant challenges that balance the digital transformation of outdoor print to its electronic counterpart. Cost of product is always an issue; though in an economy of scale, electronic billboards are probably less expensive now than they have been in recent past. Electronic billboard sign codes are another challenge as state and city regulatory administrators are slowly coming to grips with changeable outdoor media messaging.


It is the latter observation, the rule of sign code regulations that ultimately govern the speed, progress and placement of electronic billboards throughout the United States. In 2005, the OAAA established its first Digital Display Committee which has focused on legislative and regulatory issues in regard to state and local municipal sign codes and how favorable they are towards installing electronic billboards.


The usual objections to an electronic billboard placement are either safety, i.e. that it's a driver distraction or there is an esthetic concern that an electronic billboard might give a small town a "Times Square" look that would be out of character to that market area. In terms of the first issue, there has been much research which has resulted in several exhaustive studies that have proven conclusively that electronic billboards are not a driver distraction.

通常反对电子广告牌的理由有两种:一种是安全性,即它会分散司机的注意力;另一种是美学上的担忧,即电子广告牌可能会让一个小镇看起来像“时代广场”(Times Square),与城镇市场区域格格不入。关于第一个问题,已经有很多专家得出了一些相应的结论,这些研究已经有效的地证明了电子广告牌不会分散司机的注意力。 

The Times Square fear is an out of hand reaction by sign code regulators who don't fully understand how electronic billboards work as Frietas noted, "electronic billboards are really no different than their print counterparts except they successively rotate through different advertising messages. There is no video animation, no flashing lights or scrolling messages. Each electronic billboard is like its print counterpart, with a convenient changeover to the next message."


时代广场的出现其实是标识代码监管机构的一种失控反应,他们并不完全了解电子广告牌如何运作,正如弗雷塔斯所说:“电子广告牌与普通的广告牌实际上并没有什么不同,除非他们先后通过不同的广告信息轮换。 没有视频动画,没有闪烁的灯光或滚动信息。电子广告牌上的每个广告就像是对应它的印刷广告牌,只是可以相对方便地切换到下一条广告而已。“



"The regulatory environment is still the largest barrier to entry within the electronic billboard market," says Jeremy Johnson, a manager for Commercial Business Development at Daktronics (Brookings, SD), a company that is the largest LED sign manufacturer in the United States. "But having said that, there is good progress being made at the state and municipal levels. Several outdoor companies have been successful working cooperatively with regulators who are willing to adjust their local sign codes to allow various electronic billboards to be installed within their metropolitan areas."


In reviewing the company's annual rate of sales for electronic billboards, Johnson observed that , Daktronics has seen an increase of up to 200% growth in manufacturing LED billboards from its previous year. "Since this market is still relatively new, we should expect to continue to see large growth numbers for the next few years."


The company offers electronic billboards through its ProStar line and offers standard bulletin and poster sizes as well as any custom sizes that may be necessary to fill a need, according to Johnson. Daktronics is in the process of expanding its production capacity to keep up with the demands of this business as well as the other markets currently being served. 

据约翰逊说,该公司通过ProStar line提供电子广告牌,并提供标准的公告和海报尺寸,及满足顾客需求的定制尺寸。达科公司正在扩大其生产能力,以满足该业务以及目前正在服务的其他市场的需求。 

Vismax electronic billboards


Another LED electronic billboards manufacturer, Visioneered Image Systems (VIS) of Garden Grove, CA, recently created the Vismax electronic billboard display with state-of-the-art technical enhancements including holographic optics, brightness adjusting photo sensors and Panatone color matching. The company, which just began in early , its billboard manufacturing process, has already confirmed sales orders for at least 1230 sheet billboards to be delivered before the end of the year.

另一家LED电子广告牌制造商是位于加利福尼亚州加登格罗夫的视觉图像公司(Visioneered Image Systems),他们最近创建了Vismax电子广告牌的显示器,其具有最先进的技术增强功能,包括全息光学,亮度调节光电传感器和Panatone色彩匹配。该公司刚刚开始研究广告牌制造流程,已经确认了在年底之前交付至少1230张广告牌的销售订单。

Despite the fact that electronic billboards have been around awhile, Tony Marino, president and CEO of VIS noted there are still many billboard owner/operators who are just learning about these kinds of billboards and their capabilities. "Our biggest challenge is in educating billboard owners about the differences between print and electronic advertising and how to properly prepare advertising messages for an electronic billboard situation."

尽管电子广告牌已经有一段时间了,但是视觉图像公司的总裁兼首席执行官托尼·马里诺(Tony Marino)指出:“仍然有很多广告牌所有者/经营者只是在学习这类广告牌及其功能。我们最大的挑战是教育广告牌所有者,让他们了解印刷广告和电子广告的区别,以及如何为电子广告牌的情况准备合适的广告信息。”

The two hundred or so electronic billboards that are in place around the United States are divided between several electronic billboard networks owned by the country's major outdoor advertising operators and the rest by mid-range operators and one or two boards owned by a small media agency.


Lamar Advertising


Currently the biggest electronic billboard network in the United States is operated by Lamar Advertising, (Baton Rouge, LA), who is one of the largest outdoor advertising companies in the United States owning and operating over 150,000 billboards deployed throughout most of the country. The company began their exploration of electronic LED billboards in 2001 as described by Bill Ripp, Director of Lamar Digital. "Our first effort was a 'Beta Test' in Baton Rouge with a single digital display. 

目前美国最大的电子广告牌网络由拉马尔广告公司(位于路易斯安那州巴吞鲁日)运营,拉马尔广告公司是美国最大的户外广告公司之一,拥有并运营着分布在美国大部分地区的超过15万个广告牌。拉马尔数码公司(Lamar Digital)董事比尔·里普(Bill Ripp)说:“拉马尔公司从2001年开始探索电子LED广告牌,我们的第一次尝试是在巴吞鲁日进行的只有一个数字显示器的‘Beta测试’。”

Subsequently we installed several other displays, including ten electronic billboards in Pittsburgh, PA. As of the summer, 2006, Lamar has installed 150 electronic billboards into about 40 different advertising markets along the eastern seaboard of the United States. Some deployments are several electronic billboards in one region (Pittsburg, Cincinnati, Toledo, etc.); some are a single LED sign when it makes sense just to have one unit in place."


The Lamar electronic billboards are known as Lamar Digital Displays and are either poster size or typically 30 sheets or bulletin sized (10' 6" x 36' or 14' x 48'). Lamar's electronic billboards were manufactured by both Daktronics (Brookings, SD) and YESCO (Las Vegas).

拉马尔电子广告牌被称为拉马尔数字显示器,它的大小一般有30张纸或布告(10' 6' x 36'或14' x 48')。拉马尔的电子广告牌由达科公司(Daktronics,布鲁金斯学会,SD)和YESCO(拉斯维加斯)共同制造。 

"Conditions of installing each sign are based in part on location and vehicle demographics of how many cars pass by that site on an hourly basis. There are also the municipal sign codes, which pretty much determine the fate of each sign. Thus with a great location and an unfavorable sign code the chances of an installation are pretty slim. However when both forces are in balance, the likelihood of our electronic billboard being installed are greatly increased."

“安装每个标识的条件部分取决于每小时通过该站点的汽车的位置和车辆人口统计数据。还有市政标识代码,这几乎决定了每个标识的命运。 一个好位置和不利的标识代码可能会导致安装的可能性减小。然而,当两种条件保持平衡时,我们安装电子广告牌的可能性才会大大增加。“

As Lamar's electronic billboard inventory continues to grow, Ripp distinguished between what are now two types of major platforms for outdoor advertising. "We don't see electronic billboards completely replacing print billboards. The two formats will co-exist in a proportional relationship. There will always be print (or static) billboards because there will always be a market for that specific kind of advertising product. Here print billboards are positioned for promoting corporate or product branding to remind viewers of what the advertisers sell. Electric billboards are more distinguished in creating a "call to action" in regard to more immediate sales offers, discounts or sales references to local store sites. Thus we have a mature (print) billboard market and an emerging (electronic) market which is still building its network and customer base."


The two advertising formats will do different things media-wise. Print billboards are more for branding and product awareness when you want to have more of a long term presence. Electronic is more sales-oriented when you need to have a more immediate contact with a billboard that allows you to change your message quickly, in regard to sales specials or to alert the public to a nearby store where there are discounts or new products to take advantage of.


Clear Channel Outdoor


Clear Channel Outdoor (Phoenix, AZ) is the leading outdoor advertising provider in the United States with more than 40 markets utilizing various outdoor advertising platforms including billboards, wallscapes, posters, street furniture and taxi tops.


Clear Channel Outdoors' advertising platform is also evolving as the company is beginning to embrace digital displays as the next step in how they connect the public to up-to-the-minute advertising.


Michael Hurdes, the Global Director of Digital Media of Clear Channel noted how Clear Channel is currently deploying electronic billboards as part of its newly developed high-tech sign inventory. Clear Channel's electronic billboards were also manufactured by both Daktronics (Brookings, SD) and YESCO (Las Vegas).

清晰频道户外广告公司全球总监迈克尔•赫德斯(Michael Hurdes)指出,清晰频道户外广告公司目前正在部署电子广告牌,作为其新开发的高科技标识库存的一部分。他们的电子广告牌也由达科公司(布鲁金斯)和埃斯库多广告公司(拉斯维加斯)制造。 

"We started using electronic billboards in 2005, and launched our first digital outdoor product in Cleveland OH with a network of seven electronic billboards capable of reaching the entire Cleveland metropolitan area. In early 2006, a second electronic billboard network of six signs was launched in Las Vegas, touted as the Digital Tourist Network. The Las Vegas network provides both general market and targeted coverage allowing Las Vegas advertisers to promote venues, shows, conference activities and special events in an unprecedented manner along various tourist corridors. In August 2006, we unveiled our third network of digital LED outdoor displays where eight LED displays will be deployed in Albuquerque, New Mexico."


"In some instances such as Wichita, KS and other very small markets, it only made sense for Clear Channel to install a single electronic billboard. In time, we anticipate these single sign markets may grow into more of a network. This is an expanding market for Clear Channel and as we find more favorable locations with supportive sign regulations, we expect to deploy more electronic signage."


Silicon View


SiliconView is an outdoor electronic media service which was founded in 1999 to provide state-of-the-art advertising and information imaging system solutions. The company at this time operates a single, two-sided LED billboard located directly next to busy Highway 101 in the heart of Silicon Valley between the San Francisco and San Jose airports. It stands almost 40 feet above the ground with its sign face measuring approximately 34 feet wide and 19 feet high. The billboard is highly visible from 2,900 feet away (northbound) to 3,500 feet away (southbound).

硅景公司(SiliconView)是一家户外电子媒体服务公司,成立于1999年,旨在提供最先进的广告和信息成像系统解决方案。该公司目前运营一个双面LED广告牌,位于旧金山和圣何塞机场之间硅谷中心的101号公路旁。 它高出地面近40英尺,其标识面宽约34英尺,高19英尺。从北面2,900英尺到南边3,500英尺远,广告牌仍然清晰可见。

"Silicon View recognized early on," said company founder John Mozart, "that LED billboards had a tremendous potential as a new kind of outdoor advertising medium. The big selling point for our board has always been the photographic quality of its high definition look. When most advertisers see our board, they know they want to be on it. It's paid off as we're now at 100 % capacity most of the time with our advertising loop. In some cases, we've had as much as 180 day waiting period before we can book a new client onto our board." Although no specific sites could be announced, Mozart also indicated other identical electronic billboards were in the planning stages for deployment around the Bay Area.

该公司创始人约翰·莫扎特(John Mozart)说:“硅景公司很早就认识到,这种广告牌作为一种新型的户外广告媒介有着巨大的潜力。”我们的展板最大的卖点一直是其高清晰度外观的画面质量。当大多数广告商看到我们的广告板时,他们知道他们的投资这是有回报的,因为现在我们的广告每天24小时不断循环。有些时候,我们客户需要等待180天才能向董事会预订到新广告位置。”虽然没有具体的地点可以宣布,但莫扎特表示,未来计划在海湾地区部署新的电子广告牌。



In San Francisco, Xtronx, is a digital outdoor media company that owns, operates and represents digital video billboard owners. The company began in 2001 as explained by Eric Wong, founder of Xtronx, to start putting together a network of electronic billboards by talking to owners of other electronic billboards who did not have a great outlet to sell advertising time on their boards. Xtronx acts as a third party representative of these boards as Wong stated, "We are able to represent these boards and sell advertising slots on them. As for content, sometimes the client will create it and turn it over to us. Other times we will create it and then install and operate as well as sell time on these boards for our clients."

Xtronx是位于旧金山的一家数字户外媒体公司。该公司于2001年开始,正如Xtronx的创始人埃里克·王(Eric Wong)所说那样,通过与其他电子广告牌的所有者交谈来开始组建电子广告牌网络,这些广告牌没有很好的渠道来招商。所以Xtronx就担任这些董事会的第三方代表,埃里克·王表示:“我们能够代表这些董事会并销售广告位。至于内容,有时客户把创建它的权利交给我们。我们会根据客户的要求创建内容,然后安装和运营。”

Currently the company represents about 15 electronic billboards around the United States. The Xtronx billboard inventory is divided with some electronic billboards on the east coast (boards mostly in NYC) and the rest on the west coast (with boards mostly in the Bay Area). Although individually owned, Xtronx sells and manages all the boards as an integrated, national electronic billboard network. Xtronx has partnerships/relationships with the largest companies including CBS Television Network, Macy’s/Federated Dept. Stores, and Fresh Direct Corp.

目前,该公司在美国大约有15个电子广告牌。Xtronx广告牌分为东海岸的一些电子广告牌(大部分在纽约)和西海岸的其他广告牌(大部分在湾区)。尽管Xtronx是一家独资企业,但它销售和管理的所有广告牌都是一个集成的全国电子广告牌网络。 Xtronx与哥伦比亚广播公司(CBS)、梅西电视网(Macy‘s)、联邦部(FederatedDept)等大公司有合作商店和直销公司。

While LED electronic billboards are the foundation of electronic outdoor advertising, Hudes was quick to point out other electronic technologies with similar display potential including using LCD projectors in shopping malls and a relatively new reflective display known as Magink (Mevasseret Zion, Israel), a digital ink process which also shows promise as another real-time electronic display format.

虽然LED电子广告牌是电子户外广告的基础,但于代斯很快指出其他具有类似显示潜力的电子技术,包括在商场使用液晶投影仪和一种名为梅金(Mevasseret Zion,Israel)的反光显示器,一种数字墨水处理,它也彰显作为另一种实时电子显示形式的良好前景。 

Lamar's Ripp summed up his overall feeling which could easily be reflected by most of the outdoor advertising community, "I'm very bullish on electronic billboards right now. From all of Lamar's initial research and indications, we see electronic billboards as a very healthy product for outdoor advertising for years to come."


Electronic billboards - overseas


Overseas in Europe & Asia, the deployment of electronic billboards is readily integrated into the urban landscape in a completely different fashion than here in the United States. In the United States, the emphasis of electronic billboards are roadside following its highly trafficked highways and in some instances planted as street side pylons facing shopping malls or auto center mall parking lots.


In over sea markets, the emphasis of LED billboard installations takes a different direction in its deployment. In these oversea markets, electronic billboards are more likely to be found on the sides or corners of buildings facing a heavily trafficked pedestrian audience. Other popular sites are the inside courtyard of a shopping mall.


The differences of overseas billboards are more acute than just location. A percentage of billboard time is devoted to public news, and community events, when possible. The rest of the board time is devoted to third party advertising. The other difference is many of these overseas billboards are an audio-visual experience with a sound component enabling viewers to hear the news announcements and the sound tracks that accompany the advertisements.


Lamar's current deployment of its electronic billboard network in the United States.