Energy-efficient digital outdoor billboards for sustainable advertising

Project Information

DynamicColor

Grant agreement ID: 866727

DOI

10.3030/866727

Project closed

EC signature date 6 May 2019

Start date 1 April 2019

End date 31 July 2019

Funded under

• INDUSTRIAL LEADERSHIP - Innovation In SMEs

Total cost

€ 71 429,00

EU contribution

€ 50 000,00

Coordinated by

KA-DYNAMIC COLOR LTD
Israel

Periodic Reporting for period 1 - DynamicColor (Energy-efficient digital outdoor billboards for sustainable advertising)

Reporting period: 2019-04-01 to 2019-07-31

Summary of the context and overall objectives of the project

The Out of Home advertising market of $32b is becoming more important with increase of commuting, and is going through a digitation transformation.

The major challenge of digital Outdoor advertising is the Environmental foot print it creates. 1 Very high electricity consumption, need for dedicated infrastructure, and Light pollution mostly when it comes to residential and urban areas. This problem is creating negative impact on the Environment, and is holding back the digitation of OutDoor content.

KA offers Reflective, Zero Energy, Pigment based dynamic signs. The technology eliminates all negative impact on environment, so it will reduce Carbon emission, light pollution, heat and noise that are generated by LED signs. At the same time can be used for socially beneficial functions like building decoration, information and alerts, traffic notices. The image is “natural” like a printed image and thus comfortable to the human eye and does not create distractions like Video or emitting LED displays.

KA plans to create an environment friendly, dynamic and esthetic Out Door signage option. This will boost advertising options, while keep our environment clean.
It has both a very large economic potential, but also a strong positive impact on the environment we live in.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

1. Approached and met over 20 decision makers of industry leaders
2. Hosted 3 visit and demonstration in Israel of market leaders
3. Market research, quantifications, segmentation, competitive landscape
4. Country prioritization based on attractiveness and barriers of entry
5. Received several LOI signed documents from Global market Executives (VP Innovation, Head Engineering)
6. Hired an industry expert to the European market (Germany, Austria, Swiss, UK)
7. Performed a live comparison of our technology Vs LED and Print
8. 2 days review with SME coach
9. Visited the yearly OOHA exhibition in Vegas
10. Visited the global printing and media FESPA in Munich

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

Currently, 98% of total outdoor billboards are printed and renewed every 10 days, producing waste and resulting in high OPEX (up to €100,000/billboard annually). KA billboards are a game changer in the market by providing high image quality, unlimited and waste-free ads turnover at extremely low OPEX – around €1,000/billboard annually. Thus, contributing to the implementation of eco-friendly and sustainable outdoor advertising solutions.