Interest Increasing for Led Signage

Austadiums • Monday 19th May 2003

Jason Moore from Moore Sports Advertising told On Sport through the week that the next few years should see the introduction of more LED (light emitting diode) signage in Australian sports venues.

He said, while there is still definitely a place for scrolling and traditional signage at venues, LED screens will increasingly be used in conjunction with these, especially in 'premium' areas within stadia. Moore indicated that, although the screens may not be suitable for areas of a venue that are subject to close-up television footage, which creates a distorted image, the screens offer a range of benefits for all other signage areas.

The LED signage itself is basically a television screen that can be custom made to cover any type of area at a venue: from a strip of almost any length along the boundary or first tier signage of a stadium to a scoreboard-sized billboard area.

The screens can be programmed to display basically any type of sign or message and can be changed and updated continually at the will of the advertiser.

Moore said the medium creates a wide range of possibilities such as the ability to change a sign's colour scheme or message during the course of a game, the ability to run moving signage similar to a television commercial or internet banner ad, and the ability to change the advertiser on display at the touch of a button.

On the latter, he said it creates the possibility of selling new sponsorship properties, such as a try or goal display sponsor, who could be flashed on the screens every time points are scored.

While the cost of initially implementing the signage is quite high in comparison to traditional formats, Moore said once it is installed the signage production and running costs are only a fraction of that of scrolling and static signs.

He said they expect that this coupled with the flexibility of the technology will see it gradually find its way into more venues, especially as advertisers embrace the creative possibilities the screens provide.

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Jason Moore from Moore Sports Advertising told On Sport through the week that the next few years should see the introduction of more LED (light emitting diode) signage in Australian sports venues.
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