DOOH expert Mac Gangam, President, Shenzhen Atenti Technologies conducts workshop at DDX Asia

Mac Gangam (Mahesh C Gangam), President, Shenzhen Atenti Technologies Co., Ltd conducted a workshop on ‘How to acquire high quality digital display solutions at best price’ at the inaugural DDX Asia expo that was organised at Nehru Centre, Mumbai on December 8-9. 

Mac provided detailed guidance on selection of hardware for outdoor advertising assets in different environments – pavement or roadside at the eye level, billboards, architecture LED displays and retail LED displays.

In regard to roadside or pavement assets, Mac explained that as these displays are closer to the eye level, media owners need to typically choose from P1.9 to P3.9 outdoor versions. The hardware need to be IP65 rated and vandalism-proofed. The minimum brightness of these displays have to be at 5000nits to 7000nits depending on the surrounding environment. The minimum basic core spec are: high refresh rate, 4-layer PCBA, high contrast, UV protection, and tempered laminated anti-glare glass of 6-8mm thickness.

In underlining importance of selecting hardware that are of good quality, Mac said that cheaper models tend to use smaller diode to drive them to higher brightness, resulting in 40% brightness degradation within a short period of 2 years.

When it comes to billboards, Mac said the display asset sizes are usually in the range of 20ft x 10dt, 20ft x 20ft, 40ft x 40ft, and 60ft x 40ft, although there are other sizes too. The minimum viewing distance of such assets are 7m. The billboard series need to be IP65/IP66 rated and the pitch varies from P16 to P6, based on the screen size and minimum viewing distance. The most popular international standard is P10 due its high brightness and better contrast.

He pointed out that outdoor LED billboards are installed at a considerable height, so stability of the product is of paramount importance. Due attention is to be given to maintaining them including periodic cleaning.

Placement of the asset is critical. Even a screen with 10,000nits can look washed out if it is directly facing the Sun. Hence, masking and placement of the asset at an angle will ensure that the brightness is high without the media owner facing high energy costs and faster burnout of the asset.

Mac shared his thoughts on best maintenance practices, as well as understanding the right pricing of products when selecting from a plethora of options that media owners have today.