I know this is a really old post, but seeing as this is a top result on Google I figured I'd post a solution:
Some guys wrote a nice Perl library that implements the proprietary protocol these signs use: https://github.com/blackthornedk/Net-Symon-Netbrite
I wasn't terribly familiar with Perl, so I created a fork that includes some basic instructions for getting this working on Debian: https://github.com/Evidlo/Net-Symon-Netbrite