Watchfire installs Roland Advertising’s first digital billboard

Oct. 27, 2009
Date Announced: 27 Oct 2009 After lengthy research, Roland identified Watchfire’s billboard as the bestDANVILLE, Ill. and COOKEVILLE, Tenn. – Roland Advertising, located in Cookeville, Tenn., has installed its first digital billboard, manufactured by Watchfire Digital Outdoor ( The 19mm 10’6” x 30’ billboard is located on I-40 in Cookeville, which is the mid-way point between two of Tennessee’s largest cities, Nashville and Knoxville. Approximately 25,000 cars pass by the billboard each day. The Cookeville area already features digital billboards from Watchfire competitors, but because this billboard is uniquely positioned at eye-level, finding the board with the best clarity and resolution was top priority for Dave Roland, owner and president of Roland Advertising. “I did months of research before deciding which digital billboard company to choose,” said Roland. “After all the due diligence and visiting Watchfire’s plant twice, I knew without a doubt that I had found the best digital billboard on the market today. Watchfire is a U.S. owned and operated company and provides a far better product at a competitive price compared to other manufacturers in this industry. That is a winning combination for me.”Roland started out using the billboard as a community communications tool to showcase the board. Within hours of the billboard being unloaded from the truck, there were advertisements up and running for local events and services. Since then, Roland has received tremendous feedback from local advertisers who cite ease of use, flexibility and fast turn-around as the key benefits of digital advertising. “Working with Watchfire has made this entire process easy, fast and ultimately lucrative for my business,” said Roland. “The quality of the sign and the myriad of services I can offer existing and new customers are tremendous. I would encourage any billboard operator, small or large, to make the leap to digital, because even in these lean economic times, you can make money by expanding your customer base and offering flexible packages that work for everyone.”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. For a free video the shows how Watchfire Digital Outdoor manufactures the best-looking, most durable digital billboards in the industry, go to 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 [email protected] 847.432.7300

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