Why Traffic Counts Should Shape Your LED Sign Content Strategy

If you haven’t checked the traffic count near your business, it’s time to start. That number—how many vehicles pass your location each day—is more than just a data point. It’s the foundation of an effective LED signage strategy. At Project Content, we help businesses turn those numbers into high-impact messages, backed by thoughtful content planning and real-time scheduling.

Your digital sign is visible to thousands of people every day. The question is: what are you saying to them?

You Can’t Manage What You Don’t Measure

Traffic counts reveal how many potential impressions your signage can generate. For businesses using LED signs, that number helps quantify reach and determine the true value of every message you publish.

We often hear a moment of disbelief when business owners first see the daily vehicle count near their location. “Can there really be that many cars driving by?” Once the data sinks in, the light bulb flips on. They begin to understand the reach they already have—and how strategic, scheduled messages can capitalize on it.

With Project Content, you can plan, organize, and schedule messages to align with the flow of traffic and time of day—maximizing your message’s impact, impression by impression.

Apples-to-Apples: Comparing Signage to Other Advertising

In traditional advertising, campaign effectiveness is measured by Cost Per Thousand Impressions—CPM. This metric applies to everything from print ads to digital banners. Your LED sign is no different. When you know how many people pass your display daily, you can calculate your CPM and compare it to other advertising investments.

What you’ll find is that LED signage often outperforms other mediums. It delivers high exposure at a low cost, especially when paired with fresh, relevant content that changes throughout the day.

Project Content simplifies this entire process. Our platform allows you to schedule content in advance, deploy it dynamically, and update it in real-time—so your sign is always working to deliver value with every impression.

Let’s Put the Numbers into Perspective

An average four-lane city street sees about 20,000 vehicles per day. Multiply that by the average 1.5 passengers per car, and you’re looking at 30,000 sets of eyes passing by—every single day.

That’s 30,000 opportunities to:

• Promote an event

• Launch a new product

• Reinforce your brand

• Share community news

• Highlight seasonal sales

What you display matters. With Project Content, your messages don’t just sit on a screen—they’re mapped, scheduled, and optimized to reach real people at the right time, in the right place.

Your Sign Is Already Working—Make Sure Your Content Is Too

You’ve already invested in an LED sign. Now it’s about making the most of that screen time. Your sign is one of the few assets that works 24/7, but it needs the right content to make an impact.

Project Content gives you the tools to manage that content effectively. From templates to automation, from seasonal scheduling to real-time updates—our platform helps you turn passing traffic into measurable exposure, and measurable exposure into results.