Projection extends the reach of digital signage
Projection onto high-capability screens is an increasing part of the big picture of digital signage.
October 12, 2008 by Lyle Bunn — Strategy Architect, BUNN
As users of digital signage look for lower-cost options for large-scale screens, projection is becoming both cost-effective technologically on par with LCD and plasma screens. Recent developments in screen technology enable projection to function as legitimate and spectacular large-area digital signage.
Projectors have advanced to provide energy-efficient, easily-installed and low-cost presentation of bright, high resolution video and dynamic images. Projection can complete the digital communications supply chain, harmonizing with and extending digital signage as a dynamic, compelling and green communications tool.
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Projection onto a screen can be the preferred alterative to large form plasma, LCD or LED since it offers more economy, reduced weight (at 65 pounds vs. the 500 pounds of a 100-inch plasma), ambient light rejection, reduced surface glare, high resolution, extreme durability, low heat generation and lower power consumption.
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The XL-A-Vision 100-inch projection screen. |
Don Watt, CEO, DW+Partners Inc., sees projection as a way for retailers to make their messages stand out.
"As retailers look to differentiate themselves in an increasingly commoditized environment, stores are becoming more interactive and immersive," he said. "Using projection technologies to provide large scale, dynamic messaging in store environments is an inexpensive and obvious way to extend both branding and promotional messages in a 'can't-be-missed' manner."
Front projection
The use of front projection as an alternative or in addition to LCD and LED in digital signage networks for public locations, retail, showrooms, education, sport and entertainment venues can offer a more impactful and cost-effective option.
AccelerOptics LLC was recognized in the fall 2008 DIGI Awards for innovation in screen design that significantly brightens front projection. Its 100-inch XL-A-Vision digital display is designed for large-area digital signage applications in malls, airports, houses of worship, sports and entertainment venues and gaming.
"Our optics technology allows bright, high-contrast image presentation, even in retail ambient lighting environments," said Paul Eckels, president of AccelerOptics. "When you combine ultra-high optical gains with consistent image quality across the entire viewing area, you have an entirely new and exciting display tool."
Projectors have advanced to provide energy-efficient, easily-installed and low-cost presentation of bright, high-resolution video and dynamic images. The AccelerOptics screen technology allows inexpensive 5,000-lumen (and sometimes lower) projectors to create spectacular 100 inch images which undoubtedly increase viewer recognition and engagement.
"Clearly large projection screens can play a dynamic role in a digital signage network," said Mike White, president of Multi-Media Solutions. "Large projection screens offer network operators visual impact that can only be achieved by sheer size."
Ben Johnson is a consultant on content, programming and operation for Metrovision, which has used very large screens for projection in the Metro subway system in Montreal since the network's launch in fall 2004.
"The main upside is the impressive impact of some of the screens," he said. "On the metro platform, you can't miss them."
Gridcast has also deployed front projection display as the next level of large-format out-of-home advertising for large airports, malls or business centers.
"The vivid color, clarity and brightness of digital projection provide a 'larger than life' experience that provides results for advertisers and engages viewers," said Praveen Gupta, chief executive of Gridcast Media Inc. "Projection allows property managers and advertisers the ability to enhance existing or available large-format locations with large-format full-motion video to engage traffic with high-impact and arresting visual advertisements."
Rear projection
In using rear projection, the 3M Vikuiti screen has been a popular choice, as it can be cut into shapes or easily integrated into static posters or other display materials.
The DIGI Awards included an entry by Modernistic called "Blue Shirt" in which the upper half of a full size body shape was rear-projected on Vikuiti film presenting motion video of a man in a blue shirt inviting Mall of America patrons to the new Best Buy store. This projection application made for a compelling living poster.
The Bank of Montreal uses a static sign 22 feet high by 20 feet wide on the inside of its street level lobby windows at its headquarters, with a rear projected Vikuiti screen measuring 4x7 feet wide built into the display.
"Optical rear projection films are reshaping digital signage," Gupta said. His company provided the Bank of Montreal display. "3M Vikuiti rear projection film provides superior contrast, viewing angle and enhanced brightness. With brighter long life DLP projectors and the rise of LED projectors, these solutions are now very cost effective."
As projection is used increasingly more, projectors will improve as well.
"While the use of projection currently needs to consider the shorter duty cycle of the projector due to lamp life, a real breakthrough will be LED power projectors that are bright enough to have impact and provide the proper light temperature to provide quality of image," said Mike White. "LED projectors will have the potential to run for tens of thousands of hours."
The bottom line
Projection digital signage stacks up well in comparison to other technologies. The $10,000 investment in projector and screen to gain a 100+ inch image size is attractive against the $100,000 option of high-resolution LED. Single 100-inch flat panel plasma and LCD units range from $35,000 to $70,000.
The tiling of six LCD or plasma panels of 40-inch size to achieve a 100+ inch display can easily exceed $10,000 with the added costs of the mounting frame, greater installation weights, signal cable management and image splitting software. Further, the bezel tends to diminish the clean presentation of content that projection offers.
Lyle Bunn is a consultant, commentator and educator in North America's Digital Signage industry.
