It’s safe to say that necessity is the mother of all invention, especially technologically speaking. However, this is also true when considering trade-publication articles. As you read the journalism in Commercial Integrator, you will see stories that are motivated by necessity. The topics might involve new products, best practices (business, design and integration) or thought leadership, but the common denominator is simple: the clear need to write about them. File the following article as one touching the common denominator just noted. Allow me to explain.
Back in the fall of 2022, I wrote an article called “Direct-View LED: Know the Unknowns.” With the LED display market in ascendance, with double-digit growth in both indoor and outdoor, the category begged for coverage. The obvious need for the article was to address the newfound popularity of LED displays (or DVLEDs, if you prefer). More important, however, was to point out to the uninitiated that LED displays are not simply another display type in our toolbox. I sought to point out the unknowns and potential “gotchas” that reside in LED system design and integration — the ones that don’t reside in the traditional displays we have worked with for decades.
The Iceberg Beneath the Surface
As noted in the first article, “Think about an iceberg, where the unknown two-thirds of it is beneath the surface, unseen. What we don’t know can come back to haunt us.” Yes, not knowing the unknowns can haunt us. But, in my first article, one unknown was not fully addressed. The 800-pound gorilla in room for the LED space is the outdoor category because it is truly different from indoor displays in several ways. The core technology works the same for both applications, but that is where the similarities tend to come to a screeching halt. Let’s eradicate the possible false assumption of sameness and, instead, come to a more complete understanding of the unique challenges associated with outdoor LED.
Beyond the obvious consideration of applications, viewer distances and what pixel pitch to use, there are two major areas we must consider when it comes to outdoor displays. The first is the “robustness” of the display (for lack of a better word) in the outdoor environment. The second, and most complex, issue involves challenges leading up to and including installation.
LED displays are manufactured to withstand different conditions. An outdoor LED display is built to withstand extreme weather, including rain, high heat, consistent sun and thick dust. A typical outdoor LED display has a much higher IP rating — for example, IP68, which is the maximum rating we currently have — than an indoor LED display screen. (The latter might be IP rated, but it doesn’t require extreme protection or waterproofing.) In basic terms, outdoor displays are made to withstand environmental extremes, whereas indoor displays do not typically need such capabilities.
Download: Maximizing Profits in Digital Signage Projects: The Integrators’ Guide to Success
Differing Needs
Outdoor LED displays often use “older” core LED technologies, such as a dual in-line package (DIP). This is because of DIP’s rugged design and its ability to produce a lot of light. Indoor might require 800 to 2,000 nits of brightness, whereas outdoor (in bright sunlight) might require 7,000 nits or more of illumination to enable colorful, high-contrast onscreen visuals in bright environments like Phoenix or Las Vegas. Outdoor LED displays will also have more ruggedized cabinets than indoor ones have; inbuilt fans and ventilation systems ensure a long operating life, even if temperatures exceeding 100-degrees Fahrenheit literally bake the displays day after day.
Outdoor LED component costs are typically lower because of the diminished pixel density. However, outdoor LED can come with add-on costs that are less common with indoor LED. For example, consider the infrastructure costs to secure display equipment on the side of a building or to power to a screen along a highway. Outdoor screens also tend to involve much more substantial paperwork costs for local permits and approvals. Many firms will find this uncommon, unless they have a history of outdoor signage installations (whether static or digital).
That brings us to the second major consideration — namely, permitting and installation. Although I had some preliminary understanding of the challenges associated with traditional outdoor signage from working with the International Sign Association (ISA) over the years, I thought I would rely on the experience of companies that had a history with outdoor LED displays and the challenges integrators might encounter. After several interviews with subject-matter experts, I decided to reach out to a firm that has been in the sign business since 1932. The company is Watchfire, and it has a well-earned reputation of talking the talk and walking the walk for all things LED.
I spoke at length to Dave Warns, its vice president of on-premise sales, for more perspective.
Very Different from Indoor
I began by asking Warns if specifying and, most importantly, installing outdoor signs is very different from indoor signage. He was quick to say yes. What follows is a condensed version of our conversation. Keep in mind that, if you’re someone for whom working with outdoor signage is a common experience, this may be familiar. However, for others (and you know who you are!), let this serve to help develop knowledge of some of the unknowns.
As we began our discussion, foremost in my mind was whether it took special certifications to install outdoor signs. Warns noted, “Installation certifications vary by state. Some states require a contractor’s license to install electric signs, including LED displays, whereas others have no license requirements.” I might add that traditional signage installers typically have the required certifications, but a commercial integrator might or might not.
Download: Elevate Your Clients’ Digital Signs With Streaming Art
Then, I asked if there were different codes and building permits from state to state — or even from county to county or city to city. Warns responded, “Yes, yes and yes. Applicable signage codes range from rules established by the Federal Highway Administration for billboards alongside interstate highways to municipal sign codes governing village streets. However, most requirements for sign permits are administered by local municipalities. Sign codes specify the maximum size of the displays, the maximum display brightness, whether the displays can have animation or only static messages, and the hold-time durations before static messages can change.”
I was aware that, sometimes, a structural engineer can be required, so I asked Warns if this was common. He pointed out, “Again, that depends on locale. In New York City, engineering drawings must be submitted before a sign permit is issued. Also, areas prone to severe weather, such as the Gulf Coast, often have higher standards for engineering drawings that depict structural capacity and wind loads.”
Power and Service Issues
Then, I asked if there were special power and/or service issues to consider. Warns responded, “Prior to installation of an LED display, the display’s power requirements must be compared to the available electrical service. Often, when adding an LED display to an existing sign structure, additional electrical service capacity is needed, which requires a licensed electrician to complete the work. The power requirements of LED displays vary based on size, resolution and manufacturer.”
I wondered about equipment issues. Warns noted, “The equipment required to install an LED display depends on the size of the display and the height of the sign structure. For a large billboard, both a crane truck and a bucket truck may be needed. Big displays normally are made up of multiple cabinets that must be stacked onsite, either on the ground or on the structure.”
I hope that, by reading this short dialogue, you clearly see that the issue of codes, licenses and requirements is complex. Obviously, one size (i.e., state, county, municipality) does not fit all. Some communities cite safety concerns as a reason to strictly regulate electronic signage, despite the fact that no correlation to worsened driver distraction has been demonstrated. In fact, the Federal Highway Administration released a study that found that electronic signs are no more distracting to drivers than static signs are. Nonetheless, the laws and codes are just that — laws and codes — so they must be followed until/unless amended. The good news is this: There are websites you can access that explain most (if not all) of the state and local requirements.
A Lot to Know
Suffice it to say, there is a lot to know about both indoor and outdoor LED displays. This is not meant to dissuade anyone; instead, my goal is to point out the unknowns and to underscore the due diligence that’s required beyond simply providing the hardware. In the realm of outdoor LED, the issues of designing for the rigors of the environment, selecting the proper display to meet the challenges and doing all the prep work as it relates to licensing, permits and adherence to codes will be the difference between failure and success.
I hope this article has added to the list of things you now know!
