On a Scroll

This month, we’re taking a break from LEDs to look at another emerging, multi-image, display technology. Although low-tech in comparison to LEDs, scrolling-sign systems are rapidly emerging as a versatile, niche-market option.

Although these displays have only recently gained popularity in the United States, they’ve become a mainstay in Europe, where signs are typically smaller and positioned closer to traffic. Eight of the 11 companies I contacted hail from western Europe. I received eight answers and have compiled a respondent contact list.

These systems comprise a series of four to 30 images, depending on the display’s size and manufacturer. The images configure on a roll that advances at an established rate; displays may be fabricated with or without illumination. Some companies use paper-poster faces; others require printed vinyl, some both. Substrate choice is more a function of size than anything else — smaller systems predominantly use paper.

Within four walls

The number of smaller display applications is enormous. Many mall installations feature a series of ads touting various products available within stores. Orbix’s (Wilmington, DE) Peter Grimm notes that his company has placed displays in airports, supermarkets, movie theaters, car dealerships, hotels and virtually anywhere with foot traffic.

Orbix and Diazit Co. Inc. (Raleigh, NC) are the leaders in the small-display arena. Both companies maintain a strong U.S. presence with parts inventories, sales and technical support.Diazit Company Inc.

There seems to be a burgeoning market for point-of-sale applications. Perhaps this might be a nice addition to single-sheet displays often seen on the outside walls of convenience stores.

Taking it outside

The most logical outdoor locations for out-of-home scrolling displays are bus shelters that offer backlit, double-sided panels. Most manufacturers sell boards that will fit a standard shelter. Given limited cabinet depth, up to six images can fit within such applications.

Some companies now offer giant, 30-sheet (or larger) poster displays for outdoor advertising. Major players include Prismaflex Inc. (Haute-Rivoire, France), Distec (Heinsburg, Germany) and Rotapanel (Leeuwarden, The Netherlands). Clear Channel Communications (San Antonio) has placed several Prismaflex displays throughout Las Vegas, and Distec is reportedly working on the first 14 x 48-ft. display. Rotapanel is concerned about the functionality of super-sized displays, but it primarily focuses on poster-panel-size systems.Prismaflex Inc.

DiAZit’s Tom Stevens notes that several out-of-home advertising companies use its Motion Graphics system, including Boston-based Advantage Ads. These entrepreneurial ventures provide focused marketing opportunities.

Most larger displays offer programmable image times and specific time-of-day functions. Several companies synchronize multiple displays to create a large-format image from several smaller units. Others coordinate to ensure that the same message appears at specific times.

Natural selection

As I’ve often stated, choose your products carefully. It makes little difference where the product is produced, as long as you have ready access to parts and technical support. These systems comprise electro-mechanical devices with moving parts, which often require maintenance and or replacement.

Check references specifically for display type(s) and size(s) appropriate for your job. For example, a company may have launched effective outdoor products, but had problems creating indoor displays. Likewise, a product might work flawlessly, but only to a certain size. Make certain the manufacturer has experience fabricating your required display size.

Another major consideration is post-installation. How will it be serviced? What preventive maintenance is required? If the manufacturer says the product is trouble-free, run for your life! I’ve sold several hundred three-message displays from different manufacturers, and I can tell you firsthand that all moving-display technologies require service. The best manufacturers acknow-ledge this and will help you prepare for the inevitable.

Pay particular attention to a system’s copy-change methodology. Each company has its own system. It’s especially important to know how the company prescribes changing a single poster in the middle of a roll.

I’m particularly enthused with this medium; it’s something different in our hemisphere. My mind spins with the number of potential opportunities for well-placed, niche-market, out-of-home advertising.

Likewise, given the increased image availability and backlighting enhancement, it’s possible that this technology might replace many tri-message centers within stadia and arenas. Fred Zdeo, a Prismaflex (Toronto) VP, cited the May installation of two, 10 x 20-ft. displays in Las Vegas’ new Orleans Arena as an example.

During the next year, I expect scrolling displays to expand dramatically in the United States.