Media Resources has been at the forefront of digital billboard light mitigation technology since its inception. Our SITELINE™ product line was first to market in providing community-centered light trespass solutions. This article on Billboard Insider delves into how our technology has changed the landscape of digital billboards, permitting, and light pollution:
Digital Billboards have proven very effective, dynamic tools to connect people with products, services, and information. However, the use of digital billboards is still opposed by some based on “light trespass” concerns, concerns that can delay or potentially end the permitting process.
Cheng’s early work showed his design to physically mitigate digital billboard light trespass worked. But it was a client’s needs that led to the development of the first digital billboard equipped with light mitigation technology.
Our client had a legal, great location on a surface street; however, the unit was visible from a neighboring highway which banned digital billboards; his permit was rejected. The client asked if we had a solution.
After a site analysis we confirmed our new technology, VISIONiQ SITELINETM (patent pending) would solve their light trespass issue. MRI then helped them through the permitting process, providing certified light analysis documentation, leading to the installation of a very profitable digital billboard.
Since its introduction, MRI has continuously tuned SITELINETM to improve performance. SITELINETM displays include premium Nichia down angled LEDs, right & left blocking options and complete support for customers from analysis through demonstration units (available to present to regulators).
A news story broadcast by KUTV in Salt Lake City is a great example of how SITELINETM made a good neighbor out of a digital billboard that, while legally permitted, was literally driving people from their homes.
“Our Goal Is To Be Good Community Participants”, Art Woodbuy, Woodbury Corporation on why they made the change from another manufacturer’s digital (shown above) to SITELINETM.
As DDI’s Tony Mariani said, “SITELINETM light mitigation worked exactly as Media Resources said it would… The municipality where these units are located is very satisfied.”
Out-of-Home companies have used SITELINETM displays to obtain permits where digital billboards had been effectively zoned out, and to be good neighbors where light trespass may be a concern. Profitable SITELINETM DOOH locations now dot the continent.
Bill Ripp, VP of all Digital for Lamar says “Media Resources were the inventors of the light trespass mitigation technology for digital Out of Home and have been instrumental in helping many of our markets get locations approved with their SITELINETM product. They have a whole process to help our teams analyze the location and present a custom solution specific to that location.”
As Cheng puts it, “the only people who need to see digital billboards are the target audience driving/walking towards them. Proactively using light mitigation to ensure others are not ‘affected by the light’ is worth considering. SITELINETM improves the industry’s image with the public & regulators alike.”
Light trespass mitigating OOH displays are the solution that will continue to increase in importance in growing the digital OOH category. Taking proactive steps to prevent light trespass concern from becoming a bigger issue just makes sense and creates better neighbors as well!
SITELINETM has been presented to and applauded by all major OOH organizations from the OAAA to IBO to state OOH associations.
For more information on SITELINETM call 1-800-667-4554 or email us at firstname.lastname@example.org.
Last year Woodbury Corporation, a real estate development firm in Utah, contracted with Compass Outdoor to erect, own and operate a digital billboard to promote Woodbury commercial properties. Unfortunately, light intruding into the neighboring subdivision from the display was too bright for its residents.
According to CBS affiliate KUTV, the brightness of the display, particularly at night, was so bothersome to the neighborhood that some people started selling their homes to escape it. “It’s like I moved to Vegas” said homeowner Chris Booth.
Other neighbors tried to fight back by contacting their state senator, some even considering a lawsuit. Though, since everything had been done legally there seemed to be little recourse.
While not legally required to do anything, as good corporate citizens Woodbury and Compass took their complaints to heart and began a search for a solution that would work for all parties. That search led to Canada and light shielding technology developed by Media Resources – SITELINE™.
SITELINE™ technology (patent pending) enables the intended viewers to see the digital billboard image without creating light pollution in adjacent areas, like residential spaces. As CBS reporter Jeremy Harris said on site, “It seems the lights have been turned off, at least from this angle.”
“Night and day difference, literally,” said Lara Huff, who lives near the sign. “I’m really impressed with Woodbury; they really showed a lot of integrity here.”
Even Senator Dan McRay was pleased, saying “They had no legal obligation to change the billboard, and they did it anyway. To go to that extent on behalf of the community, I’m hopeful that other developers will follow this example.”
Now, “Drivers can still see the electronic billboard’s advertisements, but the light is no longer shining on the Bradbury Meadows neighborhood” —Jeremy Harris, KUTV News.
SITELINE™, available exclusively from Media Resources, has been used in numerous light sensitive locations across North America. Media Resources is always innovating towards responsible application of digital LED technology and providing solutions. For more information contact Media Resources: 1-800-667-4554
See the full KUTV story below: