Two Largest Digital Billboards in Puerto Rico Deployed by Watchfire and Tactical Media

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A total of 4,000 square feet of digital billboards are now greeting commuters and tourists entering and exiting Old San Juan. The landmark spectacular billboards are operated by Tactical Media Group and were manufactured by Watchfire Signs. The pair of 40’ x 50’, 19mm digital billboards are located on Expreso PR 22, a major highway on the island traveled by 6.9 million vehicles a month.

The location is close to shopping centers, auto dealers and Old San Juan along a slow-moving rush hour route that reaches 44 percent of people over age 18, a prime market for advertisers, according to Jorge Gonzalez, partner with Tactical Media Group. “The arrival in Puerto Rico of these spectacular outdoor displays caused a great impact on the out-of-home industry on the island,” he said.

Advertisers on the boards include both national and local retailers and chain restaurants, banks and retail financial institutions, mobile carriers, auto brands, universities, and health and beauty brands. Gonzalez reports getting frequent inquiries from brands and advertising agencies in inactive categories who have had great success driving sales using these billboards. 

“Our advertisers are renewing contracts because they can tie sales increases to their ads,” said Gonzalez. “Puerto Ricans enjoy out-of-home advertising and rely on it to learn about new products, offers and events on the island.”

Tactical Media Group selected Watchfire because of the company’s reliable technology, cost-effective advanced digital signage and great customer service.

“We really enjoy our relationship with Tactical Media, and these new displays are great for everyone,” said Darrin Friskney, Vice President at Watchfire.  “Tactical has proven to be on the cutting-edge of understanding how to maximize the value of digital for both their advertisers and the performance of their own company.  We need more Tactical Media’s in the billboard industry – the out-of-home industry would be getting a much bigger share of advertising dollars if more operators emulated their approach.”

Watchfire has a complete line of digital billboards designed to suit almost any need, and is the only manufacturer to fully encapsulate all of its LED modules in a thick bed of silicone gel, enabling the modules to operate reliably even in the harshest conditions. The company uses the highest quality LEDs and components, and performs whole-sign color and brightness calibration to ensure uniformity and longevity. Watchfire’s durability is enhanced by their streamlined design, which minimizes the number of parts and connections, and improves field performance and reliability. 

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