Last week we started a series of posts to identify the main fields of application of LED screens.

We saw that the first kind of application, in terms of numbers and size of digital billboards is Advertising.

This week we'll learn more about the second most common application, Sports.

LED Screens are used inside stadiums and arenas for 2 main reasons.

First, to entertain the audience by broadcasting the score, timing and action-close-ups.

And second, to show ads from the sponsors of the match. Fascia boards are a typical example of this application.

The specific advantage in this case, is that ads can be uploaded until the very last minute before the event.

In fact, with printed banners, advertising contracts must be closed at least 2 weeks prior to the match, to allow enough time for printing and setup of the banners.

Instead, with LED screens, the media-company has extra time to sell the advertising space and technically to change the playlist even during the game.

LED Screens adopt a modular system. The flexibility of such system makes them suitable for many uses.

But what are the main fields of application of LED Screens?

There are 4 main applications - which we will discuss in the next posts. But let's start from the number one application: Advertising.

LED Screens are purchased and installed in high traffic locations by advertising companies which resell the advertising space to their Customers.

But why should they use a digital billboard instead of a normal static sign? For two main reasons.

First, because with a digital billboard it is possible to upload videos from many different advertisers, usually 20 or more.

Second, because in order to change the ads you just need an internet connection.

Without the need for a crew which constantly installs and removes printed ads, the managing costs are significantly reduced and the agency can focus on the activity that actually makes money – selling advertising space.

Let's talk about how to sell such an intangible asset as as advertising.

Today I had an email exchange with an expert in advertising and here's what he told me:

"We can say straight away that defining advertising "intangible", is a luxury that only so called marketing experts can now afford.

The investment that the advertiser make, is aimed at obtaining very tangibles returns: the user expects its advertising investment to result in higher turnover.

So whoever sells anything, must have specific knowledge of the product or service that he/she promotes: taking into account that selling means to solve a problem to someone.

All of us who operate on the market as salesmen, must be sure that the Customer will thank us after the purchase.

Only on this condition we can face with passion the effort to identify the target, qualify it, define the strategies to win it and make it loyal to our Company.

This is the preparation that a salesman should have today. It applies to all those who sell, from needles to transatlantic."

Now, that's some good food for thoughts...

A couple of weeks ago we had our second quarterly meeting.

Every 3 months we have a corporate meeting to which any employee and manager is asked to attend, or worse, to present!

We don’t usually share what we do and say during these meetings. But I realized that since we don’t do anything secret, maybe it would be nice to give you a little insight.

In the morning we do have a presentation to share with everybody how's the company going against its objective, what are the biggest improvements or problems, we officially welcome the new arrivals and then we host a question and answer session open to anybody.

The presentation usually last the entire morning. At the end of it we have a quick lunch together and then we start with the afternoon activity.

This time we organized an outdoor training hosted by the most famous Italian trainer - who gave us the honor to spend some time with us - and with two of his best team members. He was my teacher and coach at the university and I was enthusiastic when he accepted to organize something for the entire company.

The result was a wonderful afternoon by the lake from which anyone of us learned how to improve his personal life rather then just his job... but isn’t that what it is all about?

An article published by Adweek describe a bright future for outdoor visual communication, especially on digital billboards. Very interesting. Here's exactly what Laureen Miles writes:

"More than ever, consumers are spending more time away from home. Technological advancements, particularly in the way of digital billboards, are opening more revenue streams."

That already sounds good, but if you want more precise figures, Ms Miles continues.
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