First digital billboard installed in Grand Junction

The first digital billboard in Grand Junction has been installed near the intersection of the Interstate Highway 70 business loop and Main Street.

The billboard, manufactured by Watchfire Digital Outdoor and installed by Mile High Outdoor, measures 30 feet wide and 10 feet tall and replaced a static billboard at the same location.

The digital billboard is located along a commuter route with a daily traffic count of about 12,000 vehicles. Local and regional advertisers include event promoters, a hospital, restaurants and a university.

“Good creative is the most important important element of billboard advertising, and the ability to change messages is an attractive feature of digital billboards,” said Steve Richards, president of Mile High Outdoor.

Watchfire digital billboards use Ignite Online, a Web-based system that creates complex advertising schedules with multiple ads per advertiser, time and temperature displays and counters. Operators can manage their billboards from anywhere there’s Internet access.

Mile High Outdoor operates five digital billboards in Colorado, but the Grand Junction billboard is the first manufactured by Watchfire. Richards said reliability was a key consideration. “We did a lot of research and got great feedback about the quality of Watchfire digital billboards. Our Denver office is 250 miles from Grand Junction, so Wildfire’s reputation for manufacturing an extremely reliable product was important to us.”

Watchfire has been manufacturing billboards using light-emitting diodes (LEDs) since 1996 and now has more than 40,000 outdoor LED signs in operation. The digital billboards use LED modules encapsulated in a thick bed of silcone gel that allows them to operate in even the harshest weather conditions.