Start With the Application

There is no single “best” LED display.

A display that works exceptionally well for a roadside retail application may be completely inappropriate for an indoor retail environment. A high-resolution display designed for close viewing may provide little additional value when the audience is hundreds of feet away.

That’s why the first question shouldn’t be:

“Which display should I buy?”

It should be:

“What does this display need to accomplish?”

Once the application is defined, the technology requirements become much easier to determine.

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Six Questions That Define the Right Display

1. Who Is the Audience?

Consider who will see the display and how they will encounter it.

Are they:

• Driving past?
• Walking through a facility?
• Waiting in a lobby?
• Shopping inside a store?
• Sitting in a venue?
• Moving through a parking lot?

The audience’s behavior determines how much time they have to see the message and where the display needs to be positioned.

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2. How Far Away Will They Be?

Viewing distance is one of the most important factors in display selection.

A display viewed from 20 feet requires different characteristics than one viewed from 200 feet.

This is where pixel pitch becomes important. The appropriate pixel pitch depends largely on how close the intended audience will be to the display and the level of image detail the application requires.

Next: Explore Pixel Pitch & Viewing Distance →

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3. Where Will the Display Operate?

The environment has a major influence on the technology required.

An indoor display doesn’t have to contend with direct sunlight, rain, snow, extreme temperature changes, or outdoor contaminants.

An outdoor display may need to operate reliably through all of them.

Environmental considerations can affect:

• Brightness
• Weather protection
• Cabinet construction
• Thermal management
• Materials
• Installation
• Maintenance requirements

Next: Explore Indoor vs. Outdoor →
Next: Explore Weather Protection & Durability →

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4. What Does the Content Need to Do?

Not all content places the same demands on a display.

A simple static message has different requirements than:

• High-definition video
• Fast-moving graphics
• Live video
• Sports content
• Animated advertising
• Detailed product imagery

The display should provide enough performance to reproduce the content effectively without unnecessarily increasing the investment.

Next: Explore Video Performance →

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5. Where Will People See It From?

Audience position matters just as much as viewing distance.

A display positioned along a roadway may need to be visible across a broad horizontal field. A display inside a retail environment may be viewed primarily from directly in front.

Consider:

• Horizontal viewing angle
• Vertical viewing angle
• Traffic direction
• Audience movement
• Display orientation
• Surrounding obstructions

A technically excellent display doesn’t provide much value if significant portions of the intended audience can’t see it effectively.

Next: Explore Viewing Angle →

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6. How Will the Display Be Used Over Time?

The initial installation is only part of the decision.

A commercial display may operate for years and become an important part of an organization’s marketing infrastructure. That makes long-term considerations important:

• How frequently will content change?
• Who will manage the content?
• How difficult will service be?
• How accessible are components?
• What maintenance will be required?
• What happens when something fails?
• How will the system evolve as the application changes?

Next: Explore Controllers & Content Management →
Next: Explore Maintenance & Lifecycle →

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Don’t Buy More Technology Than You Need

More capability doesn’t automatically mean more value.

A higher-resolution display may be appropriate for a close-viewing application, but unnecessary for a roadside display viewed from a considerable distance.

Likewise, extremely high brightness may be important in direct sunlight but provide little additional benefit in a controlled indoor environment.

The objective is not to specify the most capable display.

It’s to specify the right combination of capabilities for the application.

That distinction can have a significant effect on the economics of the project.

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Don’t Compromise Where It Matters

The opposite mistake can be just as costly.

Selecting equipment primarily because it has the lowest initial price can result in compromises that affect the effectiveness or longevity of the installation.

A display may be inexpensive but lack:

• Adequate brightness
• Appropriate viewing characteristics
• Sufficient environmental protection
• Necessary image performance
• Convenient service access
• Appropriate content-management capabilities

The initial savings may not justify the long-term limitations.

The goal is not the lowest equipment cost. It’s the right investment for the job.

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A Better Way to Specify the Technology

Instead of beginning with a product and asking where it can be used, begin with the application and work toward the specification.

Application

What are we trying to accomplish?

↓

Audience

Who needs to see the message?

↓

Environment

Where will they encounter it?

↓

Viewing Conditions

How far away and from what angles will they see it?

↓

Content

What type of messages and media will be displayed?

↓

Performance

What capabilities are actually required?

↓

Technology

What display configuration provides those capabilities?

↓

Economics

Does the complete investment make sense?

This is the approach we recommend because technology should serve the application—not define it.

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The Display Is the Medium

An LED display is not the marketing strategy.

It is the medium through which the strategy is delivered.

The value comes from what the organization does with that medium:

• Communicating an offer
• Promoting a product
• Increasing awareness
• Driving an immediate purchase
• Changing messages in real time
• Supporting seasonal campaigns
• Generating incremental revenue
• Selling advertising time to other businesses

That’s why selecting the right display is ultimately about much more than hardware.

The technology needs to support the way the medium will be used.