Digital Signage Blog

There was a big win today for the citizens of Lawrence, IN. Their situation is proof that squeaky wheels do get greased. The Lawrence story begins with a city approval for a large digital billboard on the west side of I-465 near East 46th Street. The billboard, created by Lamar, was to replace an existing static billboard already in place. But the project came to a quick halt with the resounding 7-0 reject of the project Wednesday by the Metropolitan Development Commission, acting as a zoning appeals board.

After reading the comments to the various news reports and blog posts, it sounds like the board was acting in behalf of the citizens. It seemed the large majority were against the project from the beginning. Some even called it the inception of a “redneck” mentality for their city. Others were just plain mad that the screen would distract drivers from the road, causing accidents. Whatever the reasons for a hearty disapproval, the city seemed to get what they wanted.

The Lawrence story is not unique. At times, digital signage can be annoying. But when does this become the case? In digital signage, there can be very fine line between effective content distribution and cause for an uprising.

Is it a size factor?

In some cases, the size of a digital display can diminish aesthetic appeal. Think, for instance, if your spouse was watching a television program while you sleeping. Only, this time, the television is 10 times larger and brighter. Annoying? Most likely.

Is brightness a factor?

Large LED billboards are brighter than a small LCD or plasma screen television, which means they do a better job of catching the attention of passers-by. However, their strength is also their greatest weakness. Large digital billboards annoy for the same reason they attract: they’re exceptionally bright.

Is location a factor?

In many cases, location is everything. If Lamar had contracted to place such a screen at a NASCAR track, then the uproar would have probably been non-existent. Having the billboard stare you in the face during your morning commute to work is probably a little much.

There is a time and place for everything. A large digital billboard just does not belong in a place like Lawrence, IN. I guess if I ever moved to Lawrence, I would want it to appear like I picture it in my mind: Anytown, USA. If it starts to resemble Times Square, I may become a bit miffed.