LED screens feature in 'branded' city

LED screens feature in 'branded' cityA US city has received three LED screens as part of a housing development project.

South Gate, Los Angeles, will soon install the LED screens in its El Portal housing complex.

Measuring a total of 4,500-square feet, the boards are to display a variety of information to residents.

In addition to showing adverts, the LED signs will allow viewers to interact with the screens by playing video games.

Visitors to the development may also change the screens' displays to show content they prefer.

Adam Bleibtreu, chief executive of advertising designer the Retail Media Company, explained that interactive commercials can help boost trade.

He told Media Week: "If you create an environment where people engage in media it changes the dynamic.

"If you give people the opportunity to effect their environment, they talk about it, they come there more frequently, they stay longer."

Meanwhile, a church in Texas recently installed LED-based screens to keep members informed about its activities.

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