A pixel (a word invented from "picture element") is the basic unit of programmable color on a digital or computer display. Pixels, short for picture elements, are points of light that illuminate to form letters, words, graphics, animations and video images and can be turned on (illuminated or off (darkened). A pixel can be made up of a single LED, multiple LEDs of the same color or multiple LEDs of different colors. They are the smallest elements of the electronics display system that can be individually controlled and turned off or on at various brightness levels. New digital billboard investment by land owners and billboard owners is capitalizing on decreasing LED pricing and innovations in digital technology especially improvements related to pixel density. Pixel density or display resolution is function of the number of individual pixels present on the face of a digital billboard - a significant factor in determining image quality. Out-of-home (OOH) advertisers continue to be attracted to high quality LED digital billboard structures. The more pixels in a given area (1 red LED, 1 green LED, 1 blue LED - no sharing), the higher the pixel density and image quality and therefore the better the revenue opportunity for the billboard owner or operator.
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