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LED display screens is shaping media façade

Media façade is based on LED technology, semi conductors that transfer electrical current to multi colored light. Compared to other light sources an LED is better in light purity, wider color range, higher reliability, strength, higher efficiency, longer life (up to 100 thousand hours), power efficiency, higher level of fire safety and ecological safety. Hundred of thousand of LEDs are integrated into a huge media façade and display images and video programs. Unlike neon signs, light media façades practically cover the whole building and shape it’s new image during the evening hours.

Advertising messages on digital signage aim at a target audience at a specific time and place. Statistically, 70% of Americans pay attention to so called place-based video screens every month and 52% - every week. In four media campaigns out of five digital signage increases sales level by 33%. Not a bad parameter!

Who would argue that digital signage is much better than traditional static outdoor advertising? It’s dynamic, flexible, easily adjustable to client requirements, interactive etc.

Media façade and digital signage is an excellent illustration of the merge between architecture, marketing, IT and multimedia. They bring along new terminology such as mediatecture (media and architecture), digital marketing and a multitude of ideas for creative branding. Media façade and digital signage are gradually replacing the morally outdated advertising billboards and vinyl signs. Moscow is a typical megapolis overloaded with advertising. Naturally local authorities prohibit excessive use of billboards and banners, especially in downtown areas. Similar tendency is observed in all European cities. In these conditions, it’s natural to protect your investment, to invest shrewdly in digital advertising that has all the advantages of outdoor advertising, TV and informational terminal.

Dynamism and flexibility of digital signage makes this technology welcome in most trade centers around the world. Market experts believe that in 75% of cases consumers take a decision to buy unexpectedly at the point-of-sales. Is this not a good enough reason to saturate shop floor with dynamic digital screens that effectively target shoppers.

The ever-growing service sphere is a potential customer for digital advertising systems. Thus, the scope for digital signage growth is tremendous.In exhibition halls digital signage monitors are also welcome. Traditionally, exhibition ground is used for permanent exhibitions and promotional shows. Since exhibits constantly change and visiting audience belongs to ever changing groups, digital signage is the only solution that allows to reduce costs for constantly changing advertising content. A good example of digital advertising in exhibition complex is the World Market Center in Las Vegas.


Media façade is a new technology, a step forward compared to digital LED screens that by now have become permanent features in most cities. As LED technology matures, time has come for architects and manufacturers of LED applications to plan the future of our cities together.

Media façade offers indisputable visual advantages. But the financial side of the media façade projects is also essential. Properly planned and executed media façade and digital signage projects are profitable by default. Compared to traditional printed advertising methods, digital advertising is characterized by much faster return-on-investment (ROI) parameter, mostly due to easy and flexible control of content broadcasting.

In spite of young age, media façade and digital signage technology have already become accepted by most experts as a technology of the future. Who will dare to swim against this fast-current tendency?

Where to start and how to choose media façade?

Choosing media façade is a complex and costly process, so customers must avoid mistakes and pitfalls on the way. We will try to provide readers with a few useful pointers:

  1. First, look through a large portfolio of already completed media façade projects around the world. This will help understand variety and scale of the application.
  2. Clearly formulate requirements for the planned project. Take into account all possible limitations, structural, environmental, architectural, etc.
  3. Evaluate the media façade project from the point of view of an advertiser: viewing angles, distances, traffic and pedestrian flow etc.
  4. Once the financial plan is approved, start the first stage of design project - conceptual design.
  5. Formulate clearly the tasks for the planned media façade: architectural lighting, graphic or color effects, video commercials or slide show, samples of future content to be displayed, support of your company’s corporate image, calculation of advertising fees – all these factors are essential in the preliminary (pre-installation) phase.
  6. Do not forget about the possibility to announce a tender for the best conceptual design of your future project. Apart from the real tender you can run a virtual simulation tender on your web-site.
  7. Once the design was finalized, you may start thinking practical. During construction stage (that may be fairly long) you may think of installing on-site temporarily a fixed LED screen or rented screen to prepare people to the idea that this area will be offering digital advertising. The expenses will not “kill” the project, but will be useful in promoting your site while you are waiting for the completed digital façade.
  8. Time to develop detailed technical documentation and specifications.
  9. Having approved the plan with investors and city authorities, you may go into a second (easy) stage of placing the order for manufacturing and actually installing the media façade.

Seems easy but it is definitely not. There many factors that have to be considered and taken into account. Naturally, the assistance of a group of well-qualified experts is a must.

Main mistakes to be avoided

Even with a proper algorithm of action, customer always runs the risk of making typical mistakes. We hope you will avoid them if you look out to the following:

  1. Make sure that you understand the purpose and functions of the future media façade.
  2. Consider integration of your technology with architectural peculiarities of the building, closely follow the sequence of installation to avoid problems with construction.
  3. Choose the equipment to be installed (capable of your desired tasks) before the project goes into no-return phase to avoid frustrations and misunderstandings.
  4. Media façade is not a typical consumer product: all such projects are individual. Not every LED screen manufacturer is capable of building media façade. Do not buy equipment that may not be initially manufactured for these purposes.
  5. Do not forget about environmental considerations and climatic conditions. Some manufacturers do not have any idea how aggressive may be the environment in your climate zone.
  6. Select manufacturers and system integrators only based on their experience and their previously installed projects.
  7. While evaluating project cost and return-on-investment (ROI) consider high marketing potential of your future media façade – only in this case the high return is guaranteed.

As you see, choosing media façade and executing the project is not an easy task. But it’s worth it. It will make your project stand out, and make your city a nicer place to live in and to visit.

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