Daktronics offers light-reducing technology for digital billboards

Daktronics of Brookings, South Dakota, announces that its established light-reducing technology is now available for outside of the home (OOH) billboard operators. LightDirect addresses community needs so digital displays can be good neighbors while providing the benefits of digital technology.

“In most cases, light reduction isn’t a problem, but when billboards are placed near housing developments or apartment buildings, companies that want to be good neighbors can allay concerns before they become a problem,” said Collin Huber, director of sales, Daktronics OOH . “LightDirect uses strategically placed louvers to limit light output from the side to meet digital billboard regulations as needed.”

Daktronics has been successfully using the same LightDirect technology in its on-highway market for five years, meeting Department of Transportation (DOT) regulations and focusing messages on specific traffic lanes.

“Daktronics has been in the LED display industry for more than 50 years,” said Daktronics Transportation Project Manager Berniece Stuefen. “We operate in multiple markets with many different applications; This allows us to share technologies to offer our customers a wide variety of product offerings.”

“We’re leveraging our established transport technology and adding the features that our OOH customers have come to expect from our digital billboard product line,” said Lori Sieler, Daktronics OOH product manager. “While offering light-reducing properties, LightDirect digital billboards feature an integrated SmartLink, a multi-directional light sensor, a standard module size of 400 millimeters, and the same lifetime image quality that our products are known for.”

Services for community concerns

Daktronics also offers site-specific light emission analysis to address concerns about lighting effects. A light analysis shows what a light meter would measure at all angles and distances if the display were installed in a specific location. Daktronics offers it as a free service with the purchase of a billboard.

“It’s not necessary in every location, but when it’s necessary, we look at the size of the billboard, the height, the surrounding buildings, and even the slope and slope of the terrain,” says Eric Johnson, applications engineer at Daktronics. “Almost every time concerns about the LEDs we use are resolved. We don’t have to sacrifice image quality by modifying the display or blocking LEDs. It is more important to use components from the start that make digital posters more neighborhood-friendly.”

Daktronics billboards use a multi-directional light sensor to automatically adjust brightness based on the amount of ambient light, ensuring the display is never too bright or too dark for the lighting conditions. Throughout the day, the brightness of the sign can vary from 100% at the sunniest point of the day to 3% at the darkest point of the night.

Johnson explains: “This dimming process, combined with the very deliberate placement of digital LED billboards and the potential for light reduction, makes our success rate extremely good. We can usually help out-of-home businesses reassure the neighbors even before the billboard is installed.”

LightDirect maintains flexibility

In cases where light mitigation is required, LightDirect technology offers a simple solution that keeps options open so poster owners can ensure their advertising messages are seen.

“Daktronics offers technology to holistically meet the needs of customers,” explains Sieler. “LightDirect offers flexibility. Not all light reduction technologies can adapt to changing traffic patterns, but LightDirect is symmetrical. This allows for a reduction in the cone of vision without restricting the position of the shield. In other words, this technology ensures viewers can always see the news while minimizing neighborhood lighting.”

LightDirect’s digital billboards complement Daktronics’ already extensive range of OOH products, including multiple options for curbside digital billboards, close-up urban billboards, eye-level displays, and high-definition indoor billboards.


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