LED signs could soon hide secret messages August 29, 2018 https://www.engadget.com/2018/08/29/led-signs-could-soon-hide-secret-messages/
LED data is true line of sight. You have to know where it is and then be in the light beam to pick up anything. The article says a single LED is only good a few inches but that makes no sense. Your flat screen remote uses a single LED and that works at 20' or more. Imagine a big animated sign with thousands of LED pixels. Take one LED and replace it with a wavelength slightly off from the rest and modulate the light pulses with data. Use a bandpass filter on the receiver to increase the SNR.