Lamar Advertising Co. is using Magink low-power, digital-signage technology for a new billboard installation in the Bronx, as reported by Media Daily News’ Eric Sass. This marks the first large-scale adoption of Magink by a national outdoor advertiser. Depending on advertisers' reactions to the alternative billboard technology, it may signal broader market penetration by Magink.
Magink OLED displays consume less energy and aren’t as bright (with no light emission) as LED displays, which means local residents are less likely to object to their presence. This was a priority for Lamar's new sign, located at 640 Soundview Ave. in the Bronx.
To create an image with Magink, an electrical charge is sent to a billboard covered with helix-shaped organic molecules. These rearrange themselves in different shapes following the distribution of the electrical charge. After the image is formed, no more energy is required to maintain it, unlike LED billboards, which require a continuous source of power.
Lamar can display multiple ads on the sign with minimal electricity, while maximizing revenue by selling ads according to daypart. Magink displays are also capable of carrying video advertising — however, using this capability sacrifices much of the potential energy savings.
Several years ago, Clear Channel Outdoor experimented with Magink's technology, but passed. Clear Channel said then that Magink technology didn't deliver high visual impact.