MRV Partners Boston Billboard
MRV Partners Deploy State of Art FORTIS Plus Digital Billboard
When MRV Partners sought to install a 14’ x 48’ digital billboard along a prime stretch of the expressway, their goal extended beyond securing a high-visibility advertising location. They aimed to demonstrate that DOOH advertising could evolve - offering high-impact messaging while addressing concerns around light pollution.
Boston, USA
Challenge
Boston has long been a battleground for digital signage regulations, with city officials and residents pushing back against light pollution while advertisers advocate for greater visibility. Traditional LED billboards, while highly effective in delivering advertising content, often emit significant light spill beyond their intended target areas, leading to opposition from local communities.
MRV Partners faced these familiar challenges, encountering regulatory hurdles and public scrutiny. To gain approval, they needed a display solution that could deliver vibrant advertising content to highway drivers while minimising the impact on nearby residential areas.
PJ Pedroni
“We had to meet a weight requirement, a power consumption requirement and of course the louvres for light blocking. All things considered this display is the most energy efficient DOOH Display in the US. Remarkable really!”
Solution
LED Studio provided the ideal solution with the FORTIS Plus display, featuring proprietary FOCAL lens technology. This innovative technology offers directional light control, ensuring that every pixel of light remains precisely targeted. Through a specialised diode package and precision-engineered lenses, FOCAL technology maintains optimal brightness and clarity for highway audiences while remaining virtually imperceptible to surrounding homes.
This breakthrough in light control can be compared to noise-cancelling headphones - but for illumination. Those meant to see the content experience a clear, impactful display, while those outside the designated viewing angle perceive little to no light emission. This advancement enabled MRV to present a compelling proposal that adhered to Boston’s stringent zoning and light pollution regulations.
ULTRA-LUM Services
Ultra-Lum Services, LLC specialises in the construction, installation, and maintenance of outdoor billboards and signage. Established in 1998, they have serviced the outdoor billboard industry for over 20 years, constructing more than 350 structures, including digital displays. Their experienced team made the installation seamless in just over three hours, flying the display from one street over, across the back of the building in four sections into position.
Results
With this advanced technology in place, MRV was able to return to city officials and community stakeholders with a tangible solution that respected both regulatory requirements and local quality- of-life concerns. The result was not merely compliance with municipal guidelines, but a demonstration that digital displays can coexist harmoniously within an urban landscape.
The successful deployment of FORTIS Plus in Boston serves as a proof of concept for the broader industry. With cutting-edge innovations, it is now possible to maintain the vibrancy of digital advertising while preserving the integrity of city skylines. LED Studio remains at the forefront of this transformation, demonstrating that responsible, high-impact DOOH advertising is not only feasible but already a reality.