LED Billboards are WRONG for Residential Areas for the very reason they are great for Billboard companies.
Image changes every 8 second for a 64 second series
Quoting the Billboard Insider
The driver can’t help but read its rotating messages as they drive past, first about the local ER, next a Cajun restaurant advertising a delicious looking signature dish just off the next exit, without realizing it the driver absorbed 2 messages in the 20 second window the LED board was in view. However, your static message went unnoticed!
Ref: http://billboardinsider.com/led-versus-static-why-digital-billboards/ article from Friday, April 28, 2017, By Eric LaGattuta, On-site Advertising Consultant, LED National
The length of digital billboard ads is a standard 8 seconds before the message changes and is part of a 64 second loop.
In residential neighborhoods we tend to blank out the billboards because we see them every day and they become background noise. The digital billboard is specifically designed so that you can blank them out. They change the display so the human mind always looks. It is one thing to be driving along a highway at 60 mph and only paying attention for 20 seconds, it is a whole other story if you are forced to see it 24/7 forever.
It is one thing to be driving along a highway at 60 mph and only paying attention for 20 seconds, it is a whole other story if you are forced to see it 24/7 forever.
In the same article they say,
Due to the constant changing of the ads, driver’s eyes are automatically drawn to the motion and color so your ad is seen and absorbed more effectively than if it were on a static billboard in the same spot.
This is not something resident should have to see and is why the Philadelphia zoning codes states digital billboard have to 1000 ft away from residential zoned areas. There was a reason.
While attending the last community meeting at Pennsport Civic for the architect asked if anyone noticed the lights changing on the sign and again did a trick during his presentation that changed the presentation at the speed the typically digital billboard would change. Other than making me frustrated because I was trying to read and understand the full development presentation, it was not a truly representative sample of a changing billboard. But he sure did want to try and make a point.