Electroluminescent technologies have low power consumption compared to competing lighting technologies, such as neon or fluorescent lamps. This, together with the thinness of the material, has made EL technology valuable to the advertising industry. Relevant advertising applications include electroluminescent billboards and signs. EL manufacturers can control precisely which areas of an electroluminescent sheet illuminate, and when. This has given advertisers the ability to create more dynamic advertising that is still compatible with traditional advertising spaces.
An EL film is a so-called Lambertian radiator: unlike with neon lamps, filament lamps, or LEDs, the brightness of the surface appears the same from all angles of view; electroluminescent light is not directional. The light emitted from the surface is perfectly homogeneous and is well-perceived by the eye. EL film produces single-frequency (monochromatic) light that has a very narrow bandwidth, is uniform and visible from a great distance.
In principle, EL lamps can be made in any color.  However, the commonly used greenish color closely matches the peak sensitivity of human vision, producing the greatest apparent light output for the least electrical power input.  Unlike neon and fluorescent lamps, EL lamps are not negative resistance devices so no extra circuitry is needed to regulate the amount of current flowing through them. A new technology now being used is based on multispectral phosphors that emit light from 600 to 400nm depending on the drive frequency; this is similar to the color-changing effect seen with aqua EL sheet but on a larger scale.