You know what’s missing from that giant, 16-by-30-foot digital sign?

Another giant sign on top of it.

Sometimes, it’s hard not to be a little cynical about digital signage.

For instance, the Boston Red Sox incorporated three Mitsubishi Diamond Vision HD video screens into Fenway Park during the offseason. The screens will be used to display in-game content and, presumably, some advertising.

The team and integrator ANC Sports Enterprises get high marks for somehow making the dramatic technology additions without detracting from the Fenway charm.

But not so fast.

The Red Sox and Boston-based footwear manufacturer New Balance announced the addition of a large illuminated sign atop one of Fenway Park’s new HD video boards. The New Balance sign will measure 70 feet in length by 7.75 feet in height and will feature 1,959 energy-efficient LED lights that will illuminate the “New Balance” logo, according to a press release.

Here’s more:

The sign was designed with the ability to display a looped and flashing “we won” message to highlight Red Sox victories to area baseball fans. The Red Sox choice to use LED in the new sign is in keeping with the organization’s commitment to adopting environmentally-sustainable business practices with the bulbs using 80% less power and lasting years longer than traditional incandescent bulbs. The sign was designed by Soldier Design and Ashton Design and constructed by Triangle Signs to align with the heritage and visual history of Fenway Park and the Boston Red Sox.

Boston sports fans like me are notorious for acting like our venues are above doubling as advertising billboards. Then when ads are inevitably placed, we realize it wasn’t a big deal (see ads on the Green Monster and the hallowed boards of the old and new Boston Garden rink).

But that’s not my complaint. For me, it’s more about digital noise.

Signs on top of digital signs can lead to a potentially negative perception of digital signage, which could hamper integrators’ ability to take advantage of a hot product category. 

Of course, I’ll quit complaining if the Red Sox’s advertising revenue leads to a drop in ticket prices. That’s going to happen, right?

About the author

Tom LeBlanc - Editor-in-Chief, CI, Tom

Tom has been covering electronics integration since 2003. Prior to being named editor-in-chief of CI, he was senior writer and managing editor of CE Pro. Before that, he wrote for the sports department of the Boston Herald. Migrating to magazines, he was a staff editor for a golf publication and an outdoor sports publication. Follow him on Twitter @leblanctom.

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