1

INDOOR VS. OUTDOOR LED DISPLAYS:

Overcome the Challenges & Expand Your Expertise
00 pg. 3

Introduction

01 pg. 4 - 6

Technology Changes, But

Expertise Carries Through

02 pg. 7 - 8

Content is King

03 pg. 9 - 10

The Permit to Proceed

04 pg. 11 - 15

The Sum and Substance:

to Find Success, Turn to
Established Manufacturers
Indoor vs. Outdoor Displays / 00: Introduction 3

The future of digital signage is bright.

Between 2019 and 2024, the global market is expected to grow by 7.3%,
from $20.8 billion to $29.6 billion. Similarly, the U.S. professional audiovisual
(AV) integration industry is expected to grow by a rate of 4% annually
through 2020.

But don’t buy a new pair of sunglasses Become a trusted partner and one-stop
just yet. shop for all video display needs.

While forecasts remain optimistic, they
don’t tell the whole story. In 2018, news
of mergers and acquisitions dominated
the AV industry. Seizing on opportunities
presented by the crowded market,
big-name players snatched up smaller
companies. The move leaves even well-
established integrators uncertain about
their future in the industry.
Digital signage faces a similar dilemma.
Today, many vendors offer the exact
same LED products for comparable prices,
without much room to differentiate.
Clearly, the pressure is on. To survive,
businesses need to adapt by carving out
a unique service niche. One strategy?
Most small and mid-size sign companies
and AV integrators focus on either outdoor
or indoor installations; few do both, either
from lack of understanding or fear of
perceived obstacles. But this hesitation
may not be warranted: servicing both
sectors isn’t impossible, so long as it’s
done right. The key is understanding
where and how outdoor installations
diverge from indoor projects, especially
concerning technology, content,
permitting, installation, and servicing.
By becoming an expert in video displays,
regardless of location, companies can
penetrate new sales regions, develop
stronger relationships with customers,
and deliver more value.
Indoor vs. Outdoor Displays / 01: Technology Changes, But Expertise Carries Through 4

01

TECHNOLOGY CHANGES,
BUT EXPERTISE CARRIES THROUGH
To start, consider the digital panel itself. In the AV integration sector,
LCD technology is still industry standard.

LCD stands for liquid crystal display;
these crystals modulate the
wavelength of light to produce
images on a screen.
The technology is relatively old:
American engineer George H.
Heilmeier is credited for discovering
the electro-optic effects of liquid
crystals in 1964. But his invention didn’t
gain real traction until 2007, when the
image quality of LCD panels finally
surpassed the capabilities of CRT
(cathode-ray tubes), the previous
standard-bearer.
The biggest differentiating factor with
LCDs, in comparison to other popular
display technology, is the projection
of light. An LCD panel doesn’t give
off light on its own; instead,
illumination comes from a backlight
attached to (you guessed it) the
back of the panel. The light shines
through a polarizing filter film,
hits the light-modulating crystals,
travels through a second polarizing
filter, and voila: a color or
monochrome image is broadcast
out to the viewer.
LCD became the go-to technology
for AV integrators, thanks to its ultra-
high resolution, a result of its tight
pixel pitch capabilities. Content
shown on LCDs looks crisp and
clear, which is preferable for indoor
projects, where viewers are more
likely to get up close and personal
with the panels.
Indoor vs. Outdoor Displays / 01: Technology Changes, But Expertise Carries Through 5

LCD vs. LED: What to Watch For

But what you gain in image quality, you’re likely to lose in brightness levels. Most LCDs
max out at 1,000 nits. For LED most systems run a complex system of sensors to control
the brightness based on the ambient lighting. On a sunny day we can run screens up
to 12,000 nits. But if you crank an LED display up to maximum light levels, it can reach
12,000 nits, or even higher. It’s a whole different scale of light, which is why LEDs are
preferable for use in outdoor projects.

“LED raised the bar for outdoor content capabilities,” said Kevin
Izatt, Prismview Project Manager. “Since the technology came to
market, our end users are able to reach new heights in terms of
creating memorable, enjoyable viewing experiences.”

For the uninitiated, LED stands for light-emitting diode. As with LCD, LED technology
is not exactly new. In 1961, American electrical engineer James R. Biard created
the first practical LED, though it took many more years to develop the technology’s
full range of color capabilities. Unlike LCD, an LED board produces its own light with
semiconductors, eliminating the need for a backlight. Plus, unlike a backlight, the LED
bulbs are front and center.

“With LEDs, you’re looking right at the light,” said Izatt, “so the display is brighter, but the
end user has to consider pixel pitch.”
 6

Here’s the good

news: for experienced
Pixel pitch is the measurement of space between each pixel, integrators, learning
or in the case
of LEDs, the space between each bulb. A lower pixel pitch a produces
new display a
tighter, clearer image resolution. For the outdoor digital signage market, an
technology (either
understanding of pixel pitch is vital. If the pixel pitch is too large, the viewer
will need to stand very far away to see a seamless image. But LED if the or LCD)
pixel pitchisn’t
is too small for the project’s objectives, the customer will end rocket science.
up spending
more than they need to on their digital signage.
“When all is said and
Here’s the good news: for experienced integrators, learning a new display
technology (either LED or LCD) isn’t rocket science.
done, there’s a rough
equivalency between
“When all is said and done, there’s a rough equivalency between an LED
an LED display and
display and a TV monitor,” said Steve Sluder Sr., Prismview’s System Integration
Manager. “So it’s generally not a big hurdle to cross.” a TV monitor, so it’s
generally not a big
hurdle to cross.”
Indoor vs. Outdoor Displays / 02: Content is King 7

02

CONTENT IS KING
The LED vs. LCD divide does get trickier
when content comes into the mix.

“If you’ve been working with
exterior LED displays, content is such
a critical consideration,” said Izatt.
“You’re dealing with differing pixel
pitches, and you need to make sure
your team knows the best content
for the unique display; if you don’t,
the customer could end up investing
in content that doesn’t fit the pitch.”
Creating content for LED vs. LCD
requires a clear understanding of
pixel conversion. Consider this: on a
computer monitor, an image of the
Grand Canyon looks crystal clear.
But if you upload the same image
to a massive LED display, each tiny
pixel is suddenly 10-20 mm apart. If
the image isn’t sized to fit the panel’s
exact aspect ratio, it will end up
looking non-symmetrical or grainy.
Indoor vs. Outdoor Displays / 02: Content is King 8

To Understand Pixel
Pitch, Turn to the Experts
Learning pixel pitch can take time,
but there are many resources to help
with unpacking the ins and outs of
how it applies to LEDs. For example,
Prismview’s Creative Group works
with companies across the country to
optimize content for big screens (and
big pixel pitches). Plus, for users looking
to create professional advertisements
without help from a professional
graphic design team, the Creative
Group’s Creative Engine program is a
great solution. Both resources help first-
time and experienced LED customers
alike gain command over content
quickly and easily.

Learn the Differences in Driving Content

Besides the content itself, it’s also important to know the differences in driving content
to outdoor and indoor displays.

Think of outdoor LEDs as smart televisions. “For outdoor displays, the media player and
system controller can be combined into a single computer, which is installed in the LED
cabinet itself,” said Sluder. Content is programmed into the internal computer via a
server or the cloud, making the entire process clear and succinct.

On the other hand, indoor displays typically require a media player and system controller
that is connected to the display via fiber optic or CAT6 data cables. In keeping with
the analogy, indoor displays can be thought of as a smart TV, with an added, external
content system (like an Apple TV box). The approaches for driving content may differ,
but the ease of use is fairly comparable.

“If you’re a technological-minded individual with existing

experience in LED or LCD, learning other technologies shouldn’t
be too difficult,” said Izatt.
Indoor vs. Outdoor Displays / 03: The Permit to Proceed
03
THE PERMIT TO PROCEED
Of course, there can be no content without a sign itself; for outdoor
displays, there’s no sign without proper permits.
Of all obstacles, permitting could be
the greatest.
“Every single location, be it state,
city, or county, has different criteria
to enforce signage permitting. This
gets tricky because the success of a
project relies heavily on the project
manager’s regional knowledge,”
said Izatt.
Before installing a digital billboard,
outdoor sign installers need to secure
the proper permits, not just to meet
local regulations, but also state and
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federal. Dotting the Is and crossing
the Ts can be a hassle, but the
alternative could be disastrous. Erring
in the permit process reflects poorly on
a company, and local government
leaders won’t easily forget.
“There are still municipalities in the
US that totally outlaw exterior digital
signage,” said Izatt, “so you have to
really know your stuff. If you don’t,
local officials will take notice, and
could block your project or mandate
that it be removed.”
Indoor vs. Outdoor Displays / 03: The Permit to Proceed 10

The Three Rs to Permitting Success

Just because permitting is intimidating doesn’t mean the process can’t be mastered.
The key? The three Rs: research, reach out, and rely on the manufacturer.

First, research. Spend time reading up on permitting codes both

wide-ranging and specific to the project’s location.

Then, reach out to the planning directors and local officials in

charge of governing sign projects within the community. “Go out
and talk with the people who have the final stamp of approval
within a municipality,” said Jared Johnson, Regional Sales Manager
for Prismview. “Gaining their trust and respect is fundamental to the
success of any outdoor LED project.”

And the final R: rely on the sign manufacturer for guidance.

Prismview and other manufacturers are a vital resource when
it comes to permitting; their sales teams have gone through the
process countless times and can offer tips on maneuvering the
maze of paperwork and planning board hearings. Plus, they’re
more than happy to help.
Indoor vs. Outdoor Displays / 04: The Sum and Substance 11

04

THE SUM AND SUBSTANCE:

TO FIND SUCCESS, TURN TO
ESTABLISHED MANUFACTURERS
The value of experienced manufacturers doesn’t end with
products and permitting, though. With the right manufacturer,
expanding to a new service area becomes a seamless process,
beginning with installation and continuing for years to come.

The best advice is to either employ

For Installing Outdoors,
Look For Helping Hands
Needless to say, no municipality
will approve an outdoor installation
without an assurance of a project’s
feasibility, compliance with building
codes, and safe construction.
“Outdoor displays do require a
considerable amount more in terms
of planning and engineering,” said
Sluder. “It’s the one thing I think that
does tend to turn people off, but it’s
a roadblock that can be overcome.”
an experienced structural engineer
(or team of structural engineers) in-
house or partner with a third-party
engineering firm.
The worst advice is to try and go it alone.
Doing so could sacrifice the project
permit, provoke lawsuits, or worse:
endanger workers on the ground or
even members of the community.
“Sometimes the display needs to
withstand wind, storms, rain; the size
of the pole needs to hold the display;
there are many physical connection
Indoor vs. Outdoor Displays / 04: The Sum and Substance 12

points between the sign and the

command center if the display is large
enough,” said Sluder. “All these things
have to be taken into consideration.”

This is not to say indoor projects don’t

need an engineering team for proper
installation. Larger signs and center-
hung display projects, in particular,
require an engineer’s expertise to
ensure safe installation. But for smaller
indoor projects, installers can do the
job on their own.

“If you’re mounting a smaller display

on a wall, an off-the-shelf mounting
bracket can be enough to secure a
sign in place,” said Sluder. “So long as
the indoor integrator has experience
installing brackets properly and
takes the worst case scenario into
consideration, it’s likely not necessary
to consult with an engineer.”

Consider Servicing Solutions Sooner Than Later

For both indoor and outdoor signs, the work doesn’t end with installation. LEDs and
LCDs require a considerable amount of maintenance. Bulbs break, pixels die, and
wires get crossed. The bottom line is accidents happen; to respond effectively, make
sure to work with a manufacturer equipped to offer continuous guidance and support.

Prismview’s Network Operations Center (NOC), is one example of this service in action.

“Our NOC is open 24/7,” said Izatt, “there’s even someone who
draws the short straw on Christmas. But for our channel partners, this
offers a real advantage. When they have an issue, they can get
someone from our team on the phone to help.”
 13

NOC support comes with Prismview’s product warranty, and there’s no expiration
date. From installation onwards, the NOC is there to troubleshoot issues and, if needed,
order a new part for the display.

Most reputable manufacturers gear their products towards the end user’s convenience,
so repairing a broken panel won’t require taking apart the entire display. “We
understand how critical it is to maintain the integrity of a sign, so we make the panels
as easy to fix and replace as possible,” said Izatt.

But fixing a panel requires easy access to the display, making servicing a key
consideration during the project’s design phase. This affects both indoor and outdoor
projects, especially when it comes to sports venues. While a bucket truck can often be
used to access an outdoor display, it’s not always possible to bring this type of vehicle
indoors. The best option is often to rely on an engineer or consult with the manufacturer
early on in the process, so servicing solutions like catwalks or ladders can be added to
the display’s final infrastructure.
Indoor vs. Outdoor Displays / 04: The Sum and Substance 14

For Lasting Success, Partner With an Industry Leader

Finding the right manufacturer isn’t always easy, and it isn’t always inexpensive. But
it’s essential to consider the total cost of a digital display before partnering with a less
reputable company.

“Products that are cheaper up front tend to have a shorter life

span,” said Sluder. “They break, they won’t look good in five years,
and there’s no guarantee the manufacturer will still be around by
then to offer support.”

So before leaping into a new market, consider the endgame. The right products can
pave the way to a small business’ success, and the best products can promise this
success continues for generations.

Prismview knows a thing or two about this kind of lasting expertise. As a Samsung
company, each Prismview product is cutting-edge and astoundingly reliable. And as
a longtime player in the industry, Prismview can help channel partners understand
every aspect of both the outdoor and indoor digital signage process.

“We often help new companies get off the ground and moving in the right direction,”
said Sluder. “We don’t manage the project, but we’re there to consult on every aspect:
content, installation, permitting.”
Indoor vs. Outdoor Displays / 04: The Sum and Substance 15

It’s Time to Bridge

the Gap
The world is changing, and so is the
digital signage industry. But maybe
change isn’t a bad thing. As market
pressures continue to weigh down on
both indoor and outdoor integrators,
changing your service offerings could
even prove to be the best solution.

Broadening a company’s capabilities

from outdoor service to indoor, or vice
versa, isn’t difficult. In fact, it could
be remarkably easy. Understanding
LEDs compared to LCDs takes some
time, but a technologically-savvy
person can master the differences
without too much effort. The same
goes for driving content. While
permitting and installation are more
complicated, following best practices
and reaching out to experts, from
Prismview and elsewhere, can help.

And servicing? Well, proper sign care depends largely on the manufacturer; so make
sure to pick a reputable partner.

So, perhaps it’s time to bridge the skill gap between indoor and outdoor service
sectors. Doing so could help big and small companies alike stand out, and deliver
lasting returns on investment.

And though mastering a new technology and workflow may seem intimidating, just
remember: there are experts available, from manufacturers to industry veterans, to
help make the future as bright as it can be.

Contact Sales 1-866-989-3726 sales@prismview.com