From Light Billboard to Digital Signage: How Light Pole Screens Are Redefining Urban Communication

In city streets and corners, light pole screens are quietly changing how we receive information and experience the urban environment. What once started as simple light billboard advertising has now evolved into intelligent digital signage, driven by technology and urban needs.

The Origins: Light Billboard Advertising

Early light billboard displays relied on LED lights to show basic texts and patterns. With their bright colors and eye-catching effects, they quickly became popular for store advertising, outdoor decoration, and fan support events. These screens were often powered by mains or batteries and installed outside shops, event venues, and crowded commercial areas. They conveyed key messages in a fast and direct way, grabbing attention easily.

The Limitations of Traditional Displays

However, traditional billboard lighting had clear limitations. The content was static and had to be changed manually. This process was inefficient, time-consuming, and costly. Moreover, the single-function design couldn’t meet the growing needs of diverse urban scenarios. As cities advanced toward digitalization, the lack of real-time interaction and flexibility made old-style light boards outdated.

Technological Breakthroughs: Enter the Digital Era

To overcome these challenges, light pole screens began to adopt advanced technologies. Today’s models use high-brightness LED modules, often with pixel pitches between P3 and P10. Even in direct sunlight, they maintain clear visibility with brightness levels exceeding 7000 cd/㎡.

The key breakthrough is smart control. Modern light pole screens are equipped with driver ICs, communication modules, and remote cloud-based management. Through 4G or 5G networks, users can update content, adjust brightness, monitor energy usage, and detect malfunctions in real-time — all with a response time of less than 0.1 seconds. This shift turns a static screen into a smart, responsive, and connected terminal.

More Than Advertising: A Multi-Functional Smart Device

The transformation of light pole screens has led to “breaking the circle” — expanding beyond advertising into multi-functional urban tools. They now display traffic guidance, weather alerts, emergency notices, and public service messages. In smart parks and commercial zones, these screens are also linked with smart parking systems to show real-time parking space availability and reduce congestion.

This “one pole, many uses” approach makes light pole screens a core part of smart city infrastructure, supporting everything from information sharing to urban management.

Commercial Applications: A New Way to Reach Consumers

In commercial settings, light pole screens offer businesses a smart way to increase visibility and attract foot traffic. For example, in Zhejiang Jinhua Auto City, double-sided high-brightness screens help promote new car launches, special offers, and test drive services to both pedestrians and drivers. Businesses can also rent screen space, connect to data platforms, and push targeted ads based on time, location, and customer behavior. This data-driven approach boosts ad effectiveness and marketing ROI.

Urban Management: Real-Time Information on the Streets

For city managers, light pole screens bring practical value. Along busy roads, these screens are synced with traffic systems to provide live updates on congestion, accidents, and detours. In case of emergencies — like natural disasters or public health threats — the screens instantly switch to alert messages to inform citizens of safety measures and action steps. They also help promote local culture, tourism, and city branding by sharing curated content with residents and visitors alike.

Conclusion: A Smart Evolution That Serves the City

The transformation from simple light billboard advertising to advanced digital signage reflects both technological progress and growing urban demands. Today’s light pole screens are no longer just ad tools — they are essential components of smart city systems. In the years ahead, we can expect them to keep evolving, offering smarter features, broader uses, and more value for both citizens and city planners.