Staying ahead in the technology race is a daunting task, especially in an era where the latest gadget is already outdated in a matter of weeks (take the latest I-Phone or Samsung for example). The same is true in the LED OOH game, where higher resolution screens with better contrast and colour reproduction are in high demand. However, there's a fair amount of smoke and mirrors in our industry, with many claiming to have the best screens in the market. In reality, the most significant difference for consumers is the screen's resolution and colour quality.

Over time, screens lose some of their vibrancy, and the acceptable resolution in the market changes. Our industry measures resolution by pitch or "P" value, with common OOH roadside boards five years ago having P16, P12, or P10 pitches. This relates to a minimum viewing distance to achieve an image on the screen that looks acceptable, for instance, a P10 screen would provide a clear image 10 metres away.

At Go Media, we focus on building new sites using the latest technology and high-resolution screens while also upgrading our current assets when possible. Our recent example is the Nelson Airport Exterior, where we replaced an older P10 screen with an Aurora P6 SMD black face product that improves contrast and creates sharper, more vibrant colours.

Globally, the standard for the OOH roadside format has been a P10 product, which will likely persist in the market for years to come. However, as competition and big brands' expectations continue to push for the latest and greatest, it's essential to stay ahead of the curve by ensuring our assets remain best in class. It's also important to not forget about old, reliable sites and replace them with new technology to keep up with the ever-changing landscape.

Author: Dean Shaw, Go Media Owner and Director of Development