LED screens see success in outdoor ads

Technology is changing the landscape of the advertising industry as companies build their presence in a lucrative, new segment of the market: LED screens.

The giant displays are going up in public places across China's top-tier cities - in airports, on high-speed trains, even in gas stations.

According to Enfodesk, a Chinese business information provider that focuses on new media, the outdoor electronic displays' market share was 2.48 billion yuan ($404 million) in the third quarter of the year, up 15.3 percent from the second quarter.