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Since cities in general are focused on reducing their energy consumption, one of the largest areas of conservation has been through improved light emitting diode (LED) street lighting. LEDs promise to cut energy consumption for lighting by least 40% from current levels, and pay back the cost of new installations over a reasonable time. Additionally, the notion of controlling the new street light's output through wireless controls, monitor when lights are out, and save additional energy by dimming “after hours” is being tested or deployed to varying degrees of success. When well thought out and deployed, wireless street lighting controllers can save up to 30% more energy than simple on-off systems. Coupled with a good LED light engine (light source), a controllable, dimmable wireless system can save up to 70% of the current energy used by the old systems. This has caused a bit of a flurry of activity from some cities to test the feasibility of wireless controls. Digital banners can inform people of anything - from where to park and shop to a "drink Coke" advertisement.