Insider asked Media Resources Jeff Rushton about his efforts to standardize digital billboard modules on this week’s Billboard Insider Podcast:

You’ve been leading the charge for standardized digital billboard modules

Bill Ripp who’s a friend…came to us and wanted to drive for the industry a standard module size: 400 millimeters or 15.75 inches…If we could get all manufacturers to leverage a standard size, when advertisers and agencies buy the product…they don’t have to stretch artwork…In every other industry on the planet there are standards.  I totally embrace and support this.  We talked about this at the OAAA.  We talked about this at IBO.  I totally support this direction for the industry.  What that will also mean for customers is that at the end of the day if they buy a product from us or one of our competitors and it’s a standard size product with standard mounting and they’re not happy with us they can switch out to another supplier…This is probably the largest size module that you can make and keep flat…we’re finding it’s also more efficient for us to build which then results in savings which we can start passing on to our customers.

Insider’s take:  Insider thinks standardization is good for the industry.  Insider also hears that there’s also a move afoot to develop a diagnostic API which will make it easier to diagnose how a billboard is performing regardless of who the maker is.  We’ll write more about this.

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