The array of eight digital signs, each with a display surface measuring about 20 square feet in area, were installed by Clear Channel Outdoor on municipal property belonging to the White Plains Department of Parking, under the terms of an existing contract between the city and MD Sales & Marketing.
In addition to displaying static advertising images on an eight-second loop, the signs feature scrolling digital text that will allow city officials to communicate important messages to the public. For example, signs directing parking and traffic during concerts and festivals or posting Amber Alerts and other emergency advisories.
From the advertising perspective, downtown White Plains offers an audience with attractive demographic attributes.
In addition to the city's 56,000 residents, the downtown sees heavy traffic by commuters coming and going from the White Plains transit hub, as well as en route to various government buildings, bringing the weekday total to over 200,000.
White Plains is surrounded by converging highways, including U.S. 287, U.S. 684, U.S. 95, and U.S. 87, as well as the Bronx River Parkway, the Merritt Parkway and the Sprain Brook Parkway. Many commuters travel to Westchester to catch Metro-North Railroad trains at the White Plains or North White Plains stations, which are located 30 to 45 minutes north of Grand Central Station, with combined through-traffic of about 3 million in 2006.
In June, Lamar Advertising Co. unveiled a new billboard in the Bronx using low-power digital signage technology developed by Magink. The new sign, located at 640 Soundview Ave., allows Lamar to display multiple ads with only a modest amount of electricity.
Magink displays are not as bright or distracting as other types of digital signage, meaning that local residents are less likely to object to their presence.
To create an image with Magink, an electrical charge is sent to a billboard covered with helix-shaped organic molecules. These rearrange themselves in different shapes following the distribution of the electrical charge. After the image is formed, no more energy is required to keep it in place, unlike LED billboards, which require a continuous source of power.