Flatvision Industry News

3D LCD Digital Signage

The concept of 3D digital signage has more recently been becoming the topic of conversation in the digital signage industry. With new technology available, the ability for 3D display signage has become a reality.
According to research firms, the 3D display market is currently somewhere around $1 billion, and expected to reach $22 billion by 2018. All of the major technology companies are developing displays for 3D viewing, and before too long, it will be as common as flat screen tv’s are today.

With 3D digital signs, do you have to wear glasses?
In the past, special glasses were always required to see 3D animation and movies properly, but, with the development of 3D TV’s, the glasses are no longer needed. One technology that provides 3D imagery is called “autostereoscopy”, and one can only imagine the visual appeal that this technology brings to any company that chooses to advertise with 3D digital signs.

Considering a few common places where digital signage is currently used, adding the 3D would increase the interaction and response by consumers/viewers. Take for instance a grocery store, the products shown on the screen would almost appear in real form right in front of you, add some scents and/or smells, and watch the product sell. In a car dealership, a 3D screen could be used to take viewers on a 3D “virtual” ride through an exotic highway right in front of the same car in the showroom.

For outdoor advertising, 3D signs helps put products and services that much closer to consumers in a much more entertaining and catchy way. From just a few examples, one can start to see how the “3D” can effect the viewers experience with a new product or service.

Before adding this type of advertising to the mix a few questions should be asked first to pick the right provider and technology, and this may depend on the solution or provider being evaluated:

The experience 3D can bring to the table is sure to increase consumer response, even more than regular digital signage already does. With the market expecting to blossom within the next few years, it won’t be that long before we all are exposed to 3D advertising and marketing.

(See full article: www.digitalsignageresource.com)

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Police forces and other agencies on both sides of the Atlantic are increasingly using digital out-of-home media in their hunts for both criminal suspects and missing people, prompted by past successes. In the US, alleged bank robber Chad E. Schaffner was arrested this month in Missouri after a spell on the run which had seen him make the FBI’s “most wanted” list as well as featuring on digital billboards in seven states.

The decision to put Schaffner on the screens – whose owners generally donate spots free of charge for public-interest purposes such as law enforcement and locating missing children – was made by the FBI, which began using digital billboards in Philadelphia in 2007 and took the project nationwide after that exposure led to the apprehension of two suspects.

Schaffner was wanted for armed robbery, bank robbery, burglary and receiving stolen property.

“This case is an emblematic example of the importance of public/private sector alliances in bringing criminals to justice in today’s information age” said Richard Lambert, special agent in charge of the FBI in Knoxville, Tennessee, quoted in a local report.

Meanwhile, in Milwaukee County, Wisconsin, officers are hoping that out-of-home media will work as well for them in their hunt for a killer.

Digital billboards throughout the county depict Damon Adams, a local man who was shot dead during a robbery at his store in West Allis this summer. The spots show a picture of Adams’s shop, Dame’s Spot, as well as a phone number on which members of the public can give information about the incident.

Again, it was earlier successes with digital billboards – in this case the solution of crimes in the Wisconsin cities of Kenosha and Racine – that prompted police to try the medium again.

On the spot

Across the US, local outdoor-media owners as well as national firms contribute billboard airtime to the initiatives.

But while many such appeals are by their nature focused on specific localities, some campaigns – like the dragnet for Chad E. Schaffner – reach much further. For example, the FBI is currently running a nationwide series of digital-billboard spots in an effort to identify unknown sex offenders (pictured).

Other campaigns take advantage of digital out-of-home’s tight geographical targeting. In South Carolina, three digital billboards have been aiding the search by several agencies and organisations for missing teenager Brittanee Drexel. The 17-year-old comes from Rochester, New York, but was last seen in Myrtle Beach, South Carolina, on vacation with friends.

And in Britain, police are going a step further and employing mobile out-of-home technology to get their message to the right people in the right areas.

The South Yorkshire and North Yorkshire police forces in the north of England have both been using vehicles carrying large digital screens for projects including community-relations messaging in the suburbs of Doncaster, and an appeal for information about missing York woman Claudia Lawrence (pictured).

(See article at: http://www.screens.tv)

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Oil firm Castrol is running a digital-billboard campaign in the UK that identifies the make and model of individual cars in order to offer them an on-screen oil recommendation.It is using cameras – similar to those deployed to catch speeders – to capture cars’ registration numbers and then using that information to determine their make and model from the central database held by the British government’s Driver and Vehicle Licensing Agency (DVLA).

This process takes less than two seconds, enabling the advertiser to flash the registration number and details of a recommended oil type on digital billboards further down the road from the camera as the driver reaches them. Our image shows the campaign running on a Clear Channel Outdoor digital billboard.

The registration data is not stored.

Meanwhile, car maker Lexus is also using digital billboards innovatively in Canada  –  in this case to promote its new ISC 250 convertible.

Its ads on screens operated by Outdoor Broadcast Network (OBN) change according to the weather, with the convertible’s top shown up or down.

(See article at: http://www.screens.tv)

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Results from a new study conducted by BrandSpark International for the Out-of-Home Marketing Association of Canada (OMAC) reveal new insights on how OOH advertising can influence Principal Grocery Shoppers’ intent to purchase new products and how to leverage technology to capture their attention and generate trial.

The research was conducted with 2000+ Canadian Principal Grocery Shoppers, a highly involved group responsible for almost 90 percent of household packaged goods purchases. “Early Adopters,” a subset of PGS’s, were found to have substantial influence on the success of new product launches because of their heightened awareness of new products and their higher trial rate.

“The study tracked PGS interaction with 12 OOH media channels from transit to place-based venues. In almost every instance, ‘Early Adopters’ comprised 50 percent or more of users, making OOH a highly effective medium for reaching them,” said Rosanne Caron, president of OMAC.

Other insights focus on product promotions: more than one-half of “Early Adopters” said that they would visit a retail store if they saw a promotional message of interest to them while commuting. The study also indentified opportunities to leverage text messaging and mobile couponing.

With millions of dollars spent each year launching new products, engaging this targeted shopper segment with the right media and promotional strategy is critical, the organization said.

(See article: http://www.digitalsignageexpo.net)

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US researchers said on Thursday they have found a way to make large-scale flexible display screens that can be stretched to fit the contours of a bus yet are transparent enough so riders can see out windows.

The thin, light screens might be used to make brake light indicators that follow the contours of a car, or health monitors or imaging devices that wrap around a patient like a blanket, said John Rogers of the University of Illinois at Urbana-Champaign, whose study appears in the journal Science.

He said the large display screens combine the scale and durability of light-emitting diodes, or LED technology, used to make flat, lighted billboards, with the flexibility of screens made using organic — carbon-containing — materials.

“If you look at these giant billboard displays along the road side, those are made out of inorganic light emitting diodes (LEDs). Our feeling is those systems are quite impressive,” Rogers said in a telephone interview.

“The question became is it possible to take that technology and use it in a non-billboard format.”

Rogers said current technology using inorganic materials produces chunky individual LED lights that need to be arranged piecemeal with a robotic arm. Screens made using organic materials can be sprayed or painted onto a film surface, but they are not as bright or durable, he said.

To solve this challenge, researchers built their LEDs on a thin layer of film later dissolved by a chemical and then affixed tiny plastic tabs on two corners to ensure the LEDs did not wash away in the chemical bath.

The team used a special stamping technology to deposit and assemble the inorganic LEDs onto glass, plastic or rubber surfaces. The system works much like a rubber stamp and ink pad, using the LEDs as ink.

“The new approach can lift large numbers of small, thin LEDs from the wafer in one step, and then print them onto a substrate in another step,” Rogers said.

The LEDs can be interconnected and wired with a conventional process used to wire computer chips, he added. And because LEDs can be placed far apart and still provide enough light, the panels and displays can be nearly transparent.

“We can put them on a strip of plastic and make brake lights,” said Rogers, who noted that the project was initially funded in part by Ford Motor Co, which was looking for a way to make brake lights that can follow the contour of a car.

The National Science Foundation and the U.S. Department of Energy also funded the project.

(See article: http://www.newsdaily.com)

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Digital signage is now a major influence on the flat-panel display market, shaping the business models of hardware vendors and pushing forward the development of large screens.

Out-of-home applications “drive flat-panel display [FPD] penetration in almost every application and vertical market,” said Chris McIntyre-Brown, senior market analyst at Futuresource Consulting.

A recent report from the firm notes that while the worldwide business FPD market as a whole grew nearly 30 percent year-on-year to the second quarter, sales of “public displays” outstripped that with growth of nearly 40 percent.

Just under half of public displays sold are for retail digital-signage applications, according to Futuresource, and economic troubles have apparently not put a stop to in-store rollouts.

“There has been some doubt how [retail] will perform through the harsh economic conditions,” said McIntyre-Brown, “but it appears to be the networks and installations that fail to provide, or even offer, a clear ROI that have suffered, such as point-of-information or way-finding installations.”

Indeed, Futuresource suggests, “a deeper appreciation of the benefits offered by sound ROI modelling” in digital out-of-home has moved the sector forward and contributed to the healthy demand for displays.

“Just a few years ago the vast majority of end users were loath to discuss project failures, [and] though this is understandable in such an entrepreneurial industry, it slowed progress as projects suffered the same problems time and again.

“This growing maturity of the digital-signage industry has undoubtedly had a huge impact on the sales of flat-panel displays, but more importantly the way display vendors approach the market,” the report says.

Togetherness

“Chasing factory efficiencies and producing good-quality affordable screens is certainly still important but more pressing is how display vendors fit into a market where the screen is just part of a solution,” suggests Futuresource.

A common approach has been for specialist digital-signage software firms to partner with display makers, offering out-of-home media systems through the screen vendors’ established channels.

Futuresource’s research also found that “demand for larger screen sizes shows no sign of slowing” and has helped plasma technology survive, especially in sizes over 42 inches.

“The recent introduction of ultra-thin-bezel products has also sparked renewed interest in large-scale displays,” the report adds.

It praises the role played by aggregators in linking out-of-home networks with advertisers and their agencies – but says, however, that obtaining high-quality content at a viable cost remains an obstacle to the out-of-home sector’s development.

(See article: http://www.screens.tv)

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July saw commuters’ experience of travelling on the London Underground alter for ever. For July saw the launch of CBS’s XTP (cross-track projection) at five stations across the network. Advertising on out-of-home digital screens is the fastest growing sector in the media market, outside online, and XTP is testament to this.

This growth stands out when set against an economic downturn, shrinking TV audiences, marketing budgets and falling newspaper circulations. I think that the transformation currently taking place in transport advertising has played a massive role in encouraging this.

There are several influences behind it. Firstly the travellers themselves. CBS, in partnership with The Future Foundation, recently carried out research called Britain on The Move, and discovered that pressure on our time combined with new technology (Blackberrys, laptops, etc) is seeing an end to ‘dead-time’. We’re travelling more than ever, and we are increasingly empowered to do more while on the move. Importantly, we are also in a very active frame of mind and seek distraction from our journeys.

This makes consumers on the move a valuable audience opportunity. Outdoor media owners responded by rapidly introducing display innovations, allowing advertisers to maximise opportunities.

The most high-profile innovation has been CBS Outdoor’s large-scale screen network across the London Underground. The network is based around three different screen channels and covers escalators, corridors and platforms across all major Zone 1 stations.

The XTP system projects HD images over the track and onto the wall opposite, creating a cinema-style screen 2m x 3.5m broadcasting to waiting Tube passengers.

The whole CBS network is remotely controlled and allows video-based adverts to be played out by time of day, day of week and even changed instantly mid-campaign. So – great for advertisers – but what is consumer reaction to all of this? Will they be against it?

Apparently not. Studies at Tube stations which have screen networks show that a huge 85% think the new technology improves their commute. The ability of advertisers to tailor messages means communication is more relevant and travellers more willing to engage. Good for consumers, media-owners and transport operators alike.

This scenario is not limited to the Tube, as waiting times for rail travel above ground are even greater than on the Underground. The biggest metropolitan terminals are already well served by Titan’s Transvision screens which provide a large-format screen with a mix of news, content and advertising.

And an obvious space is in-carriage. However that requires sensitivity. While consumers are happy to watch ads for two minutes, hours of advertising in-carriage would be too much. The key is a mix of high-quality content and an opt-in viewing mechanism, as in air travel.

The other new development is a relationship between advertising displays and passengers’ mobile phones and a number of technologies are trialling – Bluetooth, WiFi and QR codes (whereby a camera-phone shot creates a direct link to online content). These allow outdoor ads to link directly to consumers and mean that digital out-of-home can truly challenge the Internet as a highly interactive, accountable place for advertisers to connect with consumers.

Transport advertising is in the middle of a revolution and finding new ways to connect with its ad-weary, media-savvy but apparently ready and willing audience. As Orange may once have said – ‘the future’s bright, the future’s outdoor.’

(See article: http://www.railtechnologymagazine.com)

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Gesture recognition technology is revolutionizing interactive displays and digital signage, cutting above the clutter of traditional displays and making the user experience more engaging and meaningful.

As public acceptance of advanced interactive displays grows, new user applications for video gesture control such as multi-touch, immersion and 3D tracking are breathing new life into the digital signage industry. Here are a few examples of installations that have successfully leveraged gesture recognition in their advertising and promotions:

3D Depth Sensing Digital Signage

• Sprint: A 3D depth sensing interactive display with mobile phone connectivity displays gesture-based interactive advertising that follows people as they walk. People can also create digital art and music and sent it to the display.
• B.C. Explorer: 3D depth sensor powers a thrilling interactive flight simulator at Beijing Olympics.
• Gondwana: This 3D flying dinosaur game for a museum display is just the most recent example of virtual game experiences that have also been installed in public displays and digital signage.

Multi-Touch/Multi-Point Interactive Displays

• Telefonica: A head-turning interactive multi-touch retail window was created for this telecom giant’s flagship store in Madrid.
• New York City Visitor Center: Multi-touch technology with object recognition gives visitors an unforgettable interactive experience.
• Seeper: Seeper uses multi-touch technology to spice up events and product launches.

Immersive Signage Featuring Images of Passersby

• Coraline: An interactive display featuring video, audio, gesture, holograms and augmented reality, where children appear out of thin air and passers-by see their own faces onscreen with buttons instead of eyes.
• Musgo: Spanish retailer Musgo stops shoppers in their tracks with interactive gesture-controlled soccer and other games on their retail window.

One-of-A-Kind Interactive Windows

• iShares: This interactive window ad features an incredible 3D rendering of an office space disperses layers of fog as people walk by.
• EVO theLIFT: Creative agency theLIFT integrated motion-control into a massive SMS-enabled interactive storefront window for condominium developer EVO.

Clearly, surface computing systems in public venues like malls, stadiums, airports, lobbies, storefront windows and other public spaces are becoming more commonplace, particularly for advertising and promotional campaigns.

In fact, the public loves interacting with multimedia displays and controlling the experience with full-body motions or hand gestures. Gesture control technology can track people from a distance or close to the display’s surface. The intuitive, dynamic nature of these interactions is more like play than information-retrieval, so people will engage with these displays much longer than with static digital signage or touch screen displays.

Eventually, as the technology becomes less expensive, the public landscape will be filled with these types of interactive displays, and every surface encountered in a public space — from retail cashout counters to restaurant bartops to vacant windows and walls — will have the potential to become an engaging interactive display.

(See article: http://digitalsignageexpo.net)

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While the focus of many tradeshows is the expo floor itself, some of the most interesting and worthwhile events at Digital Signage Expo 2009 will take place before the floor even opens.

Before the doors open, this show – the largest DSE to date – will host four educational sessions focused on interactive technology, self-service and digital signage devices. The sessions are set for Tuesday, Feb. 24.

“We wanted to offer more pre-show tracks this year and really give attendees a choice of where to go on Tuesday before the show,” said Chris Gibbs, executive vice president of Exponation, host of DSE. “The education component of our event is definitely stepping up to the next level, and I think it’s our duty to do so.”

For interactive tech enthusiasts, that choice may be hard to make. Three of the four tracks are day-long events that include breakfast, lunch and a day’s worth of expert advice.

Running all day Tuesday will be a mobile and gesture-based digital signage summit, formally titled “Revolutionizing Interactive Marketing in Public Places: The Mobile and Gestural Imperative.” Experts will look at successful case studies involving some big brands, and discuss ideas for new ways to engage customers.

“Interactive technology dramatically changes the context of digital signage from a passive, more one-dimensional medium to a multidimensional medium that more fully engages users, significantly expands the audience,” said Michael Mascioni, program director for the Mobile and Gestural Digital Signage Day.

Beyond interactive technology

Other topics for the day include building brand power, social networking and designing content for interactive screens.

“I think interactivity and experiential technology is really going to be where a lot of these companies see the effects of what these signs can do to enhance the experience for the customer and the consumer,” Gibbs said. “It is really going to create a lot of ‘a-ha’ moments for a lot of people. Hopefully they’ll say ‘Yes, this is exactly what we need in our museum or in our hotel.’”

For the first time ever, DSE will host the Digital Signage Certified Expert program, put on by the Digital Signage Experts Group and Brawn Consulting. Attendees to the day-long program will be educated on topics such as digital signage hardware, networking, ROI, content and selling digital signage. Those who pass a test at the end of the day will earn the certification.

“Most of the thought leaders in this space gather at DSE every year and we want to take advantage of that and get them to share their experiences and knowledge so the industry can continue to grow,” Gibbs said.

There are also two areas on the floor where presentations will be held throughout the Expo. One is in the new Content Pavilion, surrounded by companies that create or repurpose content specific to digital signage. There will be a small stage where companies in the pavilion can showcase their content in brief 20-minute presentations.

(See article – http://www.digitalsignagecentral.com)

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Digital Signage Expo (DSE) has announced the availability of select past digital signage conference seminars online.

Each year the show has expanded its conference program, but more options mean scheduling conflicts for attendees. DSE said in a release that it is now providing “distance-learning so attendees will have the ability both to revisit those sessions they attended for clarification, and pick up information they may have missed or weren’t ready to address.”

“While virtual sessions can never replace the interactive experience of being at the conference first-hand, participating in Q&A and networking with experts, we are pleased to give attendees this educational option that they can use all year long,” said Chris Gibbs, president of ExpoNation, LLC.

More than 20 seminars have uploaded to the DSE site and are presently available to watch.

The next Digital Signage Expo will be held at the Las Vegas Convention Center in Las Vegas from Feb. 23-25, 2010.

(See article – http://www.digitalsignagetoday.com)

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