By Britt McConnell, Director of Digital Sales, Formetco

In our industry, we spend a lot of time talking about ROI, pixel pitch, and revenue upside. But not enough time talking about risk. And the reality is risk doesn’t show up in the sales deck. It shows up on install day. That’s when you’ve got a structure in the air, a digital face on a crane, multiple contractors on site, and suddenly one simple question becomes very complicated.

Who’s responsible if something goes wrong?

One of the more complex aspects of a digital billboard project is how responsibility and insurance coverage transfers throughout the process. At a high level, coverage typically follows the scope of work as it moves from one party to the next.

For example, once a digital display is manufactured, it is generally covered under the manufacturer’s insurance while it remains in their control. When the unit is loaded for transport, responsibility typically transfers to the freight carrier, who insures the shipment during transit to the jobsite.

Upon arrival, responsibility then shifts again this time to the installation team. As the display is unloaded and prepared for installation, the installer’s coverage applies. When the crane is engaged and the display is lifted into place, specialized coverage such as riggers insurance (often referred to as “hook coverage”) becomes critical, as it is specifically designed to cover equipment while it is suspended and being set.

The structure follows a very similar path. It is covered by the fabricator during production, transitions to the carrier during transport, and then to the installation team during erection. Once the structure is installed and completed, responsibility is typically transferred to the billboard operator.

The same applies to the digital display once it is successfully mounted and installation is complete, ownership and responsibility shift to the operator.

As you can see, there are multiple points where responsibility is handed off from one party to another. Each step is standard within the process, but it also highlights how important it is to understand who is responsible and insured at every stage.  It’s a coordinated sequence, and when everything is clearly defined and aligned, the project runs smoothly. But without that clarity, it can create confusion around coverage at exactly the moments when it matters most.

One approach to simplify this process is a turnkey installation.

In a turnkey scenario, a single provider manages the full scope of the project’s products, transportation, crane work, electrical, and overall project coordination. While the same steps still take place, they are managed under one umbrella, which can provide greater clarity around responsibility and insurance coverage throughout the project lifecycle. Instead of coordinating across multiple vendors, operators work with one team that oversees the sequencing, alignment, and execution from start to finish. This can help streamline communication, reduce complexity, and ensure that each phase transitions smoothly into the next. From an insurance standpoint, it also helps create a more cohesive approach to coverage particularly during critical phases like lifting and installation where clarity is essential.

At Formetco, this is the model we’ve chosen to focus on. As a family-owned company, we believe in taking a hands-on, accountable approach to every project. Our team manages the process from engineering and manufacturing through installation and final commissioning, working to make the experience as seamless as possible for our customers. The goal isn’t just to complete the project it’s to simplify it. Because in digital billboard development, success isn’t just about what gets built… It’s about how smoothly and how securely it gets there.