Unlike traditional media such as newspaper and magazines, LED displays quickly capture attention with a combination of light, color, motion and graphics that get noticed. They also offer infinite options for creating a brand thatgets remembered and, in turn, gets results. For most advertisers, the most important market is the local one. Think of LED displays as local advertising and sales partners that are “on” 24/7, working night and day to attract attention, deliver marketing messages and drive sales. LED displays also cost 40 to 60 percent less per thousand viewers than most other forms of advertising. In fact, businesses can communicate with thousands of people each day for just a few dollars. When purchasing an LED display, it is important to understand a few basic principles that will help you select the right product for your application. The following sections present a brief overview of some of these basic principles