Porlier Outdoor Advertising Co., located in the western suburbs of St. Louis, Mo., has installed two digital billboards manufactured by Watchfire Digital Outdoor. The 19mm 14’x48’ billboards are located in heavily traveled, highly visible locations in St. Charles County, a bedroom community of St. Louis.

Since the digital billboards went live, Porlier Outdoor has stuck to a very specific sales strategy that differs from how they sell their vinyl billboards. “We see digital billboards as a direct replacement for television, radio and print advertisements,” said Brent Porlier, president of Porlier Outdoor. “With digital billboards, our customers can quickly and easily change their message, the boards are attention-grabbing, and unlike other mediums, the audience can’t change the channel or turn the page.”

Watchfire Digital Outdoor produces the industry’s only 19mm pixel pitch billboard—which packs 768 LEDs into every sq. ft.—and is capable of producing 281 trillion colors. It fully encapsulates the LED module in a thick bed of silicone gel, which enables the LED boards to operate in extreme weather conditions: 180+ days completely submerged in water, 60 days in a salt-spray chamber, and temperatures ranging from -40° F to 120° F. In areas where heat and humidity are both high, the silicone gel encapsulation protects the boards from humidity and moisture, greatly improving projected reliability.