"I spent 200,000 yuan to install a large LED screen, why does my store have less customer flow?" This is the real confusion of Zhang, the boss of a business district in Hangzhou last month. Third-party survey data show that in 2023, 39% of commercial LED screens have site selection errors, which directly leads to less than 35% of the equipment utilization rate. The location selection matter is not as simple as expected.

​​► The 3 most easy site selection pits for beginners​​
Let’s first look at a data that is abnormal: the click rate of large screens installed at intersections is 17% lower than the back street position. Why is this happening?
• ​​Blindly pursue traffic​: The monitoring of a pedestrian street shows that of the average daily passenger flow of 100,000, less than 8% of them really look up at the screen.
• ​​Ignore vision obstruction​: Street trees and billboards will reduce the effective visual range of the screen by more than 40%.
• ​​Ignore ambient illumination​​: When the sun is in direct noon, the screen brightness must reach 4500cd/m² to see the content clearly

Last week, I went to inspect a failed case - a hot pot restaurant installed a screen on the inside of the glass curtain wall, but it turned out to be seriously reflective during the day. The boss himself said, "This screen is lonely."

​​► 5-step practical method for professional site selection​​
Here is a site selection formula circulated within the industry: (visible angle × residence time) ÷ environmental interference coefficient

1. ​​Measure the visual angle​: Use the mobile compass app to measure the maximum viewing angle within 30 meters, it is recommended to >120°
2. ​Calculate the stay time​: Observe for 1 hour in the morning, noon and evening, and record the average stay of the target population >15 seconds.
3. ​Check the light intensity​: Download the Lux Meter App, the noon measurement value is > 100,000 lux needs special treatment
4. ​​Structural load bearing​: Common misunderstandings - the light steel keel wall cannot support the weight of the outdoor screen
5. ​​Review of power supply conditions​: The instantaneous power of the 10㎡ screen is equivalent to 30 air conditioners starting

There is a trick: observe the replenishment frequency of surrounding beverage vending machines. The high-frequency replenishment point is often the golden level.

​​► Invisible risks before and after installation​​
You may not know that installing the screen is the beginning of the test:

• ​Municipal approval​: A merchant in a third-tier city was forced to dismantle after three days of installing the screen because he did not apply for a road occupation permit.
• ​​Hidden heat dissipation​: The 2022 industry report shows that 31% of screen failures are due to thermal design defects
• ​Content Supervision​: Last year, a merchant was fined 80,000 yuan for playing unaudited content

Here is a real lesson: a shopping mall installed screens on a glass dome without considering the snow load, and the steel frame was crushed in the first heavy snow. The maintenance fee is more expensive now than the installation fee.

​​► How to estimate maintenance costs​​
Let me tell you a heart-wrenching fact: the screen purchase price actually only accounts for 45% of the full cycle cost.
• ​​Electricity bill black hole​: Monthly electricity consumption of 10㎡ outdoor screen ≈ 300 households
• ​Cleaning costs​: In areas with severe smog, professional cleaning is required at least twice a month
• ​Content Update​: The cloud platform of leading manufacturers can save 40% of content production costs

There is a money-saving trick - choose a screen with intelligent brightness adjustment function, which can save 38% of power in actual measurement. However, it should be noted that some low-end products will have a flash screen when adjusting, which will affect the appearance.

​​► The editor visited the news on the spot​
Last week, I followed the engineering team to three installation sites and found an interesting phenomenon:
Those leading manufacturers with monthly production capacity exceeding 10,000 square meters are more concerned about site selection and evaluation. Their engineers always have laser rangefinders, illuminator, and thermal imager in their bags, and they need to measure more than 20 data just by selecting the site.
On the other hand, some small workshops dare to quote when measuring the size with a tape measure. What's the result...you know.

​​► Self-questioning session​
Q: Will the LED large screen be installed once and for all?
A: I'm thinking too much! Last year, a chain brand had a 30-piece screen black screen. It was found that the software was not upgraded in time. Nowadays, reliable manufacturers will provide 24-hour remote monitoring, just like having a private doctor for your screen.

Q: Can I install it around the residential area?
A: This matter needs to be viewed dialectically. There was a community in Shanghai who installed screens to broadcast public service advertisements, but they were complained 27 times because they were too bright at night. Later, light pollution filter was installed and the brightness was adjusted to below 1200cd/m² before it was solved.

​Finally, tell the truth​
I have seen too many bosses regard screen selection as buying groceries, and compare prices and parameters, but I have forgotten the most important thing - the screen is for people to see. Before choosing a location next time, it is recommended that you move a chair and sit in the predetermined position and observe the direction of the flow of people for a long time. Sometimes the stupidest method is the most effective.

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