Selling Up to Larger Display Clients: Lessons from a 250x6 ft Airport Digital Display

A wide-format industry commentary argues that scaling up to larger display clients requires selling up to customers with bigger budgets, using a roughly 250x6 ft digital display at Dulles International Airport as its example. The piece contrasts the one-time investment of digital displays, which avoid ongoing print and installation changeouts, with static SEG graphics. It cites PenFed Credit Union's more than $28 billion in assets and Lockheed Martin's $72 billion in 2025 defense revenue as evidence that big customers can absorb such costs.