How to prepare an LED perimeter ad: formats and tips

An ad that looks great on a billboard or social media will not necessarily work on an LED perimeter. The perimeter has a specific format, is viewed from a distance or through a camera, and the message is visible for only a few seconds. Here are the practical rules we use when preparing match-day content.

Understand the format

An LED perimeter is extremely wide and low. That means there is no room for several lines of text, the logo must read at a small height, and the composition is built horizontally – as a strip, not a frame.

Exact resolutions depend on the system and venue, so always get them from your partner before you start designing.

One message, few words

A fan in the stands follows the game, not the ad. You have a few seconds of peripheral attention. So:

• stick to a logo and one short message,
• avoid sentences – two to four words are enough,
• leave out fine print and URLs nobody will read.

Contrast above all

The LED panel emits light, and the surroundings are either dark (night match) or very bright (day match). Bright content on a dark background gives the best results. Remember that some colours behave differently on LED than on a monitor, so proofing on the real system or a simulation matters.

Typography

• Use bold, simple type without thin strokes.
• Capitals and condensed fonts work well in a low format.
• Avoid script and decorative fonts for the key message.

Animation: attract, then settle

1. a short, dynamic intro,
2. a calm section where the message reads clearly,
3. an ending on the logo.

Avoid rapid flicker and sudden flashes – they bother viewers and may conflict with competition rules.

Think about the TV shot

Much of the audience sees the perimeter on TV. The camera often shows only part of it, so the message should make sense even when only a segment is visible. Repeating the logo along the perimeter or keeping the key message compact helps.

What to send the production team

• your logo in vector format (SVG, AI, EPS or PDF),
• exact brand colours (HEX/RGB),
• the message and any alternative version,
• brand guidelines, if you have them,
• the campaign period and the matches where the ad runs.

Common mistakes

1. Too much text.
2. A long logo that becomes tiny at perimeter height.
3. Weak contrast.
4. Reusing a TV spot without adapting it.
5. Working in the wrong resolution.

Conclusion

A good LED ad is simple, high-contrast and made for the format. If you lack time or experience with it, leave it to a team that works with it every week.

See our LED content production service or send your logo via the quote form.