Project description
Digitalising the advertising industry for increased profits and sustainability
Online technology has made advertising a very lucrative business. Digital billboards, which have a higher turnover rate of displayed ads and reduced costs, are up to 10 times more profitable than traditional printed billboards. Nevertheless, LED billboards that suffer from expensive high power infrastructure, poor daytime colour quality and regulation limits, make up the vast majority of the market. The EU-funded DynamicColor project has developed a reflective energy-efficient digital billboard that has vivid colours during daytime and reduces the environmental impact. The billboard can be installed in off-grid locations and run on solar power. KA-DynamicColor aims to further scale up the technology to more markets, contributing to its wider uptake.
Objective
Digital billboards are between 6 to 10 times more profitable than traditional printed billboards. The higher profitability is attributed to a higher turnover rate of displayed ads – thus, higher income – and to the reduced costs associated with changing the ads. Whereas traditional billboards require large format printers, a special high-altitude team, a 4x4 truck with crane and produce waste every time the ad is changed, digital billboard ads are changed remotely and can quickly publish new campaigns.
State-of-the-art digital billboards are made of light emitting diodes – LEDs – that are lit 24h a day, every day. A 60 m^2 LED billboard uses up to 300 MWh/year depending on the display resolution, which is around €30,000/year – the equivalent to 17 average EU households.
We have developed and energy efficient digital billboard that has low OPEX and reduces environmental impact of current outdoor billboard solutions – less than 5% of the energy consumption compared to state-of-the-art LED billboards and zero waste compared to printed billboards that have to be changed every 10 days.
We target billboard owners and advertising agencies who which to increase revenues by adopting digital billboards but are discouraged by the underachieving performance of LED billboards and their high OPEX costs.
The out of home advertising market was forecasted to grow at 4% CAGR to reach €28 bn by 2021. Billboards represent 44% of market share - €10.8 bn – of which 98% are still non-digital billboards, which presents a big market opportunity for a high-performance technology.
We are aiming to start scale up of our technology by the end of 2019, targeting €33M in revenues by 2023 with 88+ FTEs. In this Phase 1 project we will investigate our target market segments & develop a go-to-market strategy.
Fields of science
Programme(s)
Funding Scheme
SME-1 - SME instrument phase 1Coordinator
4486200 TZUR YIGAL
Israel
The organization defined itself as SME (small and medium-sized enterprise) at the time the Grant Agreement was signed.