Historically, programming a message-display system was almost an afterthought. Because most displays were text-heavy, content was as simple as boiling down the message into short, impactive phrases. Today’s new color systems, however, are a whole different kettle of fish.
New, full-color, LED technologies not only offer billions of colors, but also very high resolution. Programming software, likewise, has made giant strides, which correspond with the sign systems’ display capabilities. The exciting technology brings with it some incumbent challenges: What, how, when and in what colors does the medium display? Should the programming include video, animation or stills?
A full-color, high-resolution display offers the technology necessary to impact a particular audience. However, without the talent and creative input necessary to tailor messages to the client’s needs, as well as the location, all that actually exists is a very fancy and expensive conveyor of a “have a nice day” message.
The knock on old-style, message-center signs was their limited presentation. Light-bulb images, usually with a few lamps spent, conveyed low-resolution text messages with, perhaps, a few animations for some sizzle. Today’s technology totally eliminates those roadblocks. True-color, true-video, high-resolution systems are widely available from numerous suppliers.
So now, the subject becomes content, message creation, programming, sequencing and scheduling. While most software is user-friendly, the display programmer’s talent and interest level remains a huge variable. Virtually anyone can be trained to program these signs. But, these increased capabilities must be matched by marketing initiative and an understanding of how different image styles are perceived from the street.
Programming the display
Creating and displaying messages is fairly simple. Most sign-operating systems can now import files created through other programs. The programmer can then create, or accept from an outside source, images from the myriad creative programs from Adobe and other suppliers. Once created, the actual sign-operating system can adjust the image to match the display’s exact resolution.
Messages may be created in still format, animation or video. Once imported into the sign-operating system, the messages display in their original format. Therefore, a series of still images may be shown, or stills and animations may be commingled, at the programmer’s discretion.
Many states and municipalities don’t allow animation or video, but will allow a series of stills to be shown with specific timing. The California Dept. of Transportation (Caltrans), for example, allows LED systems along the freeway. However, each message must be a still, displayed for four seconds, with one second of space between each still. In some cases, the laws are relaxed a bit to allow “appear” and “disappear” effects, which offer a little more pizzazz with the motion.
My group is experimenting with a new concept we call “enhanced stills.” The message features a still image, but some component of the image moves. My favorite example is a cola can, looking as if it were just pulled from an ice chest. The can image doesn’t move, but glistening condensation runs down its sides, and cola pours out. I believe such creative has greater impact on a mobile audience than video or animation. The sequence has no beginning or end, so the audience gets the same “wow” effect whenever the image is viewed.
Scheduling
All legitimate sign-operating systems have scheduling programs, which allow the programmer to pre-plan exactly when each image is to appear and disappear. This can be for a one-time presentation or a continually repeating image.
Most programs allow scheduling for at least 30 days, some up to a year. The same program may set the sign’s daily on/off schedule if it doesn’t operate on a 24-hour basis. The combined effect of versatile programming and scheduling adds amazing potency to today’s enhanced medium. Restaurants can program images of sizzling breakfast specials, then lunch and dinner, all in the same programming session. They can perfectly coincide with the meal times being offered.
These display technology capabilities have seemingly outpaced advertisers’ creative input needs. Because these systems are new, few agencies understand how to create ad campaigns specific to the medium. When more creative resources become available for such target-specific marketing, the number of full-color LED systems should explode.
In the interim, message-center providers must help our customers understand its potential and help them develop a game plan for conveying their message.
Signs of all types create awareness. The new LED technology enhances that awareness with specific messages targeted to a specific audience. The supplier must discuss ideas that match the particular user’s mission and explain how a well-conceived series of messages will help establish a running dialogue with the target audience. If the messages are crisp, timely and creative, the traveling public will become trained to look for them.
In some markets, such as Los Angeles, where full-color systems are becoming more common, programming services are available on a monthly-fee basis. Although these folks are not agencies, per se, they offer the client a system by which the sign may be professionally programmed with messages specific to the screen resolution. These groups accept information from numerous sources, format the image for the specific sign, sequence the messages and set them into a schedule.
In any event, selling a full-color display requires considerable thought regarding message preparation, presentation and scheduling. The more how-to knowledge offered the customer, the more successful the advertising.
Bob Klausmeier has been an active member of the moving-message community for 25 years. He is currently working in Las Vegas with Young Electric Sign Co. (YESCO).
