Bender Billboard chooses Watchfire for its first Digital Billboard

Sept. 29, 2009
Date Announced: 29 Sep 2009 Cites flexibility of digital billboard as a plus in the distressed economyDANVILLE, Ill. and HOBBS, NM – (September 29, 2009) – Bender Billboard, located in Hobbs, NM, has installed its first digital billboard, manufactured by Watchfire Digital Outdoor ( The 19mm 10’x30’ billboard is located at one of Hobbs’ heaviest traveled intersections, with approximately 110,000 cars passing by it each day. This marks the first billboard installation in New Mexico for Watchfire and the first ever digital billboard in Lea County.Owner and President of Bender Billboard, Bobby Pennell, was well aware of digital billboards, but wanted only the most vibrant and dependable billboard on the market for this prime location. Pennell visited the manufacturing facility of both Watchfire and a competitor, and chose Watchfire.“The color on Watchfire’s board is fabulous and the manufacturing is superb,” said Pennell. “The Watchfire billboard has done an amazing job in New Mexico’s harsh environment, already having survived two sandstorms with no problems. And the personal attention I received from Watchfire’s manufacturing staff all the way up to the very head of the company is unlike anything I’ve ever experienced in this industry.“Since the billboard went live this summer, Bender Billboard has expanded its typical customer base to include smaller companies and those that need to update their advertisements frequently. Bender also is finding that the digital billboard is enabling more “mom and pop” type businesses to actually increase their advertising in this struggling economy.“I have been able to provide some of the smaller businesses in Hobbs a way to advertise despite the fact that times are tough right now,” explained Pennell. “Because digital is changeable with the click of a mouse, and not static like vinyl, I have been able to spread the ad space across several businesses, making the cost per ad much more reasonable. The smaller businesses in town love it!” Watchfire Digital Outdoor produces the industry’s only 19mm pixel pitch billboard—which packs 768 LEDs into every sq. ft.—and is capable of producing 281 trillion colors, the most in the industry. It is the only manufacturer that fully encapsulates the LED module in a thick bed of silicone gel, which enables the LED boards to operate in extreme weather conditions: 180+ days completely submerged in water, 60 days in a salt-spray chamber, and temperatures ranging from -40° F to 120° F. In areas where heat and humidity are both high, the silicone gel encapsulation protects the boards from humidity and moisture, greatly improving projected reliability. All Watchfire boards feature unique extruded aluminum cabinetry that comply with 2006 IBC codes and a streamlined electronics design that improves operation and simplifies maintenance. Watchfire’s warranty, lead-times, customer support, and no-fee software are considered to be the best in the industry. Watchfire Digital Outdoor offers a free digital billboard financing guide. Top 10 Things To Know About Financing Your Digital Billboard is available at ###About Watchfire Digital Outdoor Watchfire Digital Outdoor engineers and manufactures the best looking and most durable digital billboards available anywhere. The company is the digital billboard division of Watchfire by Time-O-Matic, which has been manufacturing outdoor electric signs for more than 75 years, has been manufacturing LED signs for 10 years, and has more than 15,000 outdoor LED signs in daily operation throughout North America. Watchfire Digital Outdoor is located in Danville, Ill. with marketing and sales operations in Indianapolis. For more information, go to

Linda Muskin Clarus Communications 847.432.7300

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