At present, the “pattern” of outdoor LED displays has changed. Many businesses have developed a new visual experience, combined with naked-eye 3D display technology, to give people an extremely realistic and highly immersive visual sensory experience. Outdoor LED advertising fully displays its diverse display charm, so that high-end luxury goods, fast-moving consumer goods, technology products and other industries have more strong advertising needs and forms.

It is understood that the ocean wave tank in Seoul, South Korea simulates the turbulent picture of the ocean waves, and gives people an immersive feeling through sound effects, light and shadow blending and other forms. It can be seen that the visual sensory experience is gradually becoming a “hard standard” in the development process of LED display.

Compared with the traditional LED large screen, the traditional outdoor display large screen can become an important “landscape point” and an Internet celebrity “landmark” in the city by playing advertisements, thereby increasing the vitality of the city and the influence of commercial streets. It is the LED in the visual art era. The development direction of large screen.

It is understood that on October 2, 2020, “Chengdu Taikoo Li Spaceship” was listed on Weibo’s national real-time hot search list TOP5, with 320 million views and 56,000 discussions. In addition, on the Douyin platform, “Chengdu Taikoo Li Spaceship” is also very popular. A single video has reached 200,000+ likes and tens of millions of views.

Through this case, the emerging naked-eye 3D LED technology illustrates that sometimes creativity and content are more important. People’s pursuit of vision must be creative and novel, display ingenious, and interesting in content, rather than a single boring 2D flat display. Therefore, when the LED display is applied, it is necessary to combine technology and creativity, and at the same time pay attention to the development of the scene. Only in this way can the visual sensory experience of the LED display be more colorful.

Application value of outdoor LED screen:

1. Precise placement, zero-distance coverage of the target circle, outdoor LED large screens are mainly concentrated in the city’s core CBD business district, densely populated traffic roads, high-end residential walls, etc., providing advertisers with rich and accurate placement options. LED large-screen advertisements are concentrated in the urban circles with high and strong consumer demand, and have huge space value. LED large-screen advertisements in the core business district have three characteristics: the cost per 1,000 people is as low as 68 yuan, the daily traffic flow is as high as 850,000 people, and the per capita stay in front of the screen is as long as about 7 minutes.
2. Precise marketing value, aggregating target groups, LED large-screen advertisements are concentrated in locations with high consumer demand and economic activity, close to consumers’ life and work scenarios, allowing the target group to lock the brand name at a glance, ensuring the advertising Accurately reach and improve marketing value. According to relevant data research, most of the outdoor LED large screen locks are people with stable and stable jobs. Among them, middle and senior management personnel and people with a college degree or above are 32% and 74% respectively, and white-collar workers account for more than 60%. Relatively strong, especially focusing on technology products, financial management, automobiles, tourism, clothing, real estate and other products.
3. The conversion of advertising effects helps audience recognition and conversion of advertising effects. A very significant feature of outdoor LED large-screen media is to attract the attention of target audiences within an effective time. Both advertisers and media operators are more inclined to use outdoor LED large-screen media. The advertisements of powerful big brands and leading brands in various industries are broadcast on the screen media. Because this media has a greater influence on the promotion of brand and product impressions, and it has deepened the impression on the audience for a long time, the audience behavior is affected by advertisements. The subsequent behavioral intentions will play a pivotal role in consumer purchases.
4. Show the “high-end” brand value and establish a high-quality brand image. It can be predicted from the data that in the eyes of the audience, LED display advertisements have more shocking and strong stereoscopic visual impact, high-quality, high-end advertisements than canvas advertisements and light box advertisements. The advantages of fashion, huge area, and eye-catching stand out, so that the brand and product advertisements on it have a “high-end” image value, which improves the audience’s acceptance of the brand.
5. High reach rate, effectively cover the audience, and achieve high reach rate. The outdoor LED large screen has a large screen area, clear picture quality, brilliant colors, and can bring people a strong visual impact, which is easy to attract the attention of the audience, which is conducive to LED The effective transmission and understanding of information in large-screen media, coupled with the characteristics of wide audience coverage, can achieve a high reach rate.
6. Unique space value, outdoor LED large screens are mostly located in the core business districts of the city, as well as other places with high traffic flow. With the development of society and the improvement of people’s living standards, these prosperous business districts and functional places It has become the main event venue for the urban mainstream crowd, so the outdoor LED large-screen media has the characteristics of scarcity and core, and this form of media has great marketing value and quality.

The future trend of naked eye 3D LED display

In 2021, the “Metaverse” will be born, and it will be popular in the capital and technology circles. Enterprises may strengthen the layout of the Metaverse, or announce their entry into the Metaverse. On December 26, 2021, Metaverse also successfully made the list of the top ten keywords for A shares in 2021 released by the Financial Associated Press, and its attention is evident.

On the other hand, the Metaverse is also gradually gaining policy attention. The Shanghai Municipal Commission of Economy and Information Technology clearly stated in the “14th Five-Year Plan for the Development of the Electronic Information Industry in Shanghai” that it is necessary to strengthen the forward-looking research and development of the underlying core technology and basic capabilities of the Metaverse, and promote the development of new terminals that deepen perception and interaction and systematic virtualisation. Content construction, explore industry applications. This is also the first time that Metaverse has been included in the local “14th Five-Year Plan” industrial plan, and other provinces and cities are expected to follow suit.

At present, VR/AR devices are well-known entry-level terminals for human beings to connect to the Metaverse, and the immersion of VR/AR devices comes from higher resolution and refresh rate. Micro LED and Micro OLED display technologies have recently risen. Related companies have also received great attention.

In contrast, augmented reality is the application direction of large LED screens in the metaverse era, but only some people will associate it with the metaverse. On December 4, 2021, Shen Yang, Executive Director of the New Media Research Center of the School of Journalism, Tsinghua University, bluntly stated at the “China Development High-level Forum Young Entrepreneurs Summit”, “Many people understand the metaverse as a virtual world, which is undoubtedly a misunderstanding. Read, they’re ignoring the augmented reality metaverse.”

In fact, the virtual and real world created by the large LED screen has a broad application scene no less than VR/AR equipment at the current level of technology.

With the widespread application of 5G and 8K technologies, the future of naked-eye 3D high-definition LED displays is even more immeasurable. The upgrading of outdoor LED displays is also imperative to make outdoor LED large screens more intelligent.

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It can be seen from an economic power such as China that with the accelerated upgrading of consumption structure, residents’ demand for high-end consumer products and services is increasing, including products such as 3D LED displays.

According to the planning situation in mainland China, with the acceleration of urbanization, the market usage scenarios of LED displays in second- and third-tier cities will continue to increase. According to the famous Engels economist, by 2030, China will complete the urbanization construction coverage rate of about 60%. It is estimated that the annual consumption output value of LED products in urban households will reach 1.2 trillion yuan, of which 30% will be the source of consumption output value. on the 3D LED display.
Just a Chinese market, its demand is very large. Looking around the world, the market demand for LED displays will grow exponentially.

While the demand for the number of LED display frequencies has increased, the requirements for the quality and display effect of LED displays have also been further improved. Displays with higher brightness, brighter colors, higher contrast, and ultra-thin displays are more popular. In the fields of 4K and 3D, the technology of LED display manufacturers is also constantly improving, and they are committed to creating a more perfect visual experience display.

Compared with other 3D screens, 3D LED display pixels can emit light by themselves, with higher brightness, brighter colors, higher contrast, ultra-thin and light, etc., with a natural and comfortable field of view and a wider viewing angle. Many specific venues are promising.
Nowadays, small-pitch screens and 3D technology not only bring better display effects, but also gradually make up for the use of naked-eye 3D technology in LED displays, opening up greater potential for 3D LEDs.

After all, with the wide application of LED displays, people’s requirements for LED displays are getting higher and higher. Now people can’t meet the two-dimensional plane display, and they hope to truly restore the three-dimensional information of the real world. Therefore, 3D display technology The application scheme on LED display has become a hot spot and direction of research in recent years. At this year’s Guangzhou International LED Exhibition, we also saw that many LED display manufacturers spared no effort to make corresponding technological innovations for 3D LED displays, and showed their magic in the research and development of 3D LED displays.

It is understood that Lingxingyu has specially launched a set of 3D solutions for 3D LED displays. The deputy general manager of Lingxingyu said, “The Lingxingyu 3D solution supports polarized 3D and naked-eye 3D technologies, and is currently the best in the industry. The most mature LED display 3D solution. It will replace the existing movie screen in the cinema in the future, taking advantage of the high brightness of LED and the 18-bit grayscale.

“At the same time, the Lingxingyu 3D solution has outstanding advantages compared with traditional projection projection. Zhou Da said, “The 3D film and television played in the Lingxingyu control system will have no defocus, no loss of convergence, no 3D movie syndrome, The high brightness and high contrast ratio surpass the three-dimensional cinema IMAX in 17 major indicators, and IMAX will be replaced in the near future. “It is reported that the 3D system of Lingxingyu has been put into use in theaters and venues such as Kwai Tsing Theater in Hong Kong and Milan World Expo.

At present, 3D cinemas mostly use 3D, which is a polarized 3D, which is made of the visual difference from the light. At present, most of the naked-eye 3D displays that LED display manufacturers are vigorously developing will have the defect of limited viewing angle. Zhang Jia, deputy general manager of LED scree, also said that many companies are now developing and producing naked-eye 3D LED displays. Many problems will be reflected in this process. The most critical technical point is the design of “multi-viewpoints”. To make the audience can see the 3D effect no matter where they stand. “It’s easy to do with one, two, four, or eight viewpoints now, but it will be more difficult to do dozens of viewpoints.”

In order to make up for some technical limitations of naked-eye 3D technology, some LED display manufacturers have gradually turned to active 3D technology in the continuous research and development process. Active 3D technology can also be called shutter-type 3D technology, which is achieved by greatly improving the refresh rate of the picture. It divides the image into two groups according to frames, forming left and right corresponding pictures, and continuously interlaces to generate images. 3D images are seen by synchronizing on/off operation of the lenses of shutter glasses. Different from polarized 3D, it can restore the original resolution of the picture, and can easily enjoy full HD 3D images, breaking through the limitations of the original naked-eye D “multi-view” position.

In addition, some data show that JYLED display manufacturers have also launched direct 3D this year. By adding a 3D conversion box to an ordinary display, ordinary 2D can be converted into 3D, so it greatly saves costs and convenience. Different from the general products that only support 3D playback, this product can choose to play 2D or 3D according to your preference.

Of course, we do not rule out that the LED display screen under the new 3D technology still has its defects, but we can imagine that with the development of 3D technology and the continuous increase of the resolution of small-pitch LED display screen, I believe that in the near future The future 3D high-definition LED display will bring a new visual experience to the audience.

The application of 3D display technology in LED display has greatly changed people’s visual experience, and has also had a huge impact on the LED display market. As an LED display manufacturer, under the situation of technological innovation from 2D display to 3D display, will face new challenges and impacts.

The application of 3D technology will effectively avoid industry homogeneous competition. The application of 3D technology to LED displays is a brand new field, and only a few companies in the mainland are developing it. It can be said that the application of 3D technology in LED display will add additional value to LED display products. market initiative. In addition, because the application of 3D technology in LED is a new thing, there is no problem that the market is dominated by some large production areas or large enterprises in the mainland, and it takes the lead in this new field.

Secondly, LED display manufacturers need to seek diversified expansion. Affected by 3D display technology, the suppliers of traditional 2D display technology screens are the first to bear the brunt. With the participation of performances and other markets, the market is more inclined to the needs of content differentiation and personalized image, and more or less turns to 3D technology. , will inevitably affect the traditional business of traditional 2D suppliers.

Therefore, in the face of such a positive and powerful attack, most screen suppliers need to change the strategic direction of their product lines, face challenges in a diversified and differentiated form, and cooperate with 3D LED display manufacturers and institutions to expand their product lines. , maintain the vitality of competition and keep pace with the times.

If the traditional 2D LED splicing screen wants to gain a seat in the highly competitive LED display market, it must face the choice of optimization and reform. Manufacturers not only make corresponding adjustments in terms of price, but also display manufacturers must improve their research and development level. Improve its core competitiveness, guide the demand market with products, and focus more on market segmentation to continue its own competitive advantages, which will further promote the segmentation and expansion of the entire industry and increase the development of the industry.

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As the carrier of this technology, the large LED outdoor advertising display screen has once again caught people’s eyes. The giant naked-eye 3D LED display of South Korea and the naked-eye 3D spaceship LED 8K giant screen in Taikoo Li, Chengdu were born, and they are very popular on the Internet. With the blessing of technology and creative advertising, the large LED outdoor advertising display allows more and more people in the field of advertising and media to see the opportunity for the development of naked-eye 3D outdoor displays, and the decline of outdoor displays seems to have a new path. turnaround.

Ordinary LED outdoor display screens have gradually become exhausted in recent years

The development of my country’s outdoor advertising display industry has made a qualitative leap since the 1990s, but at the same time, it has also brought certain problems in some countries, such as noise, light pollution, difficult management and safety of LED outdoor advertising displays. hidden dangers, false advertising, illegal installation and other issues.

Therefore, in 2018, mainland China promulgated regulations to standardize the operating time and product brightness of LED displays. On October 1, the “Requirements for Interference Light Evaluation of LED Displays” was officially promulgated. In 2019, Guangzhou issued the strictest new regulations. Special Plan for Outdoor Advertising (2020-2025)” and “Guangzhou Outdoor Advertising and Signboard Setting Specifications”, in 2020, many cities in mainland China have also issued relevant management regulations to rectify outdoor advertising.

Nowadays, in order to create a good, clean and tidy first impression of the city, the trend of “screen removal” is frequently set off across the country, and relevant departments are also establishing a mature and effective outdoor advertising review, release, and operation mechanism. In the face of the government’s heavy attack, strict management planning has caused a certain blow to outdoor advertising companies or LED display companies.

The “screen removal” movement in various cities and the strict control of the government have made the LED outdoor display downturn year by year. However, the reason for the screen removal control is actually inseparable from the word violation. The government’s regulation and management of outdoor advertising is not one-size-fits-all, mainly to guide the healthy development of the industry, and to make reasonable plans for the division and management of resources, so that outdoor advertising media can give full play to its value.

But at the same time, the government’s strict control of outdoor advertising has not made the outdoor advertising market slump. Although various illegal demolition and relocation have had a certain impact on this outdoor advertising market, some relevant agencies have released the “2020 Annual Outdoor Advertising Market”. “Advertising Market Overview” shows that in 2020, the cost of outdoor LED media media publications will reach 16.908 billion yuan, an actual increase of 8% and a net increase of 2%.

This shows that the state of the outdoor advertising market is still very tenacious and strong vitality, and the increase of outdoor advertising media undoubtedly releases a good signal to the LED display industry, even in the strict control of the government. It belongs to an incremental market, and there is still a certain ratio of space to invest.

Now digital outdoor has become an inevitable trend, and LED outdoor displays are bound to be indispensable. Therefore, when the relevant departments and LED outdoor advertising terminal media install outdoor advertising displays, they should consider the image positioning of the city and outdoor display. How the screen and the city should coexist and promote each other.

Creative display + outdoor naked-eye 3D = popular all over the Internet, LED outdoor display large screen into a new city logo?

In the current urban business circle, the collision point of outdoor LED display large screen and urban symbiosis seems to be the answer in naked eye 3D and creative display. The “3788 Light of Asia” outdoor large screen on Guanyin Street in Chongqing has become one of the landmark representatives of the urban landscape. It staged a shocking naked-eye 3D show of the future city earlier, and this show has been swiped on the short video platform of the circle of friends.

According to statistics, the data of the naked-eye 3D project spread on the whole network exceeded 100 million, and many official media in mainland China CCTV and Weibo V have reported on it. Immediately afterwards, the giant screen reproduced a classic scene of “light rail crossing the building”, using the scene most familiar to Chongqing people to carry out creative design, reflecting the unique characteristics of the city of Chongqing.

Now the cool naked-eye 3D large screen can become a new landmark of the local city and rebuild a new image of the city. Under the combination of creative video and LED outdoor large screen, according to the unique cultural characteristics of the city and the combination of naked-eye 3D, a unique picture scene is created, and its urban characteristics are sceneized, just like Chongqing’s “light rail through the building” Like this 3D show, it combines the characteristics of its own city to create a city “IP” and create a new city logo.

From the perspective of building new urban landmarks and culture, Chen Xiaoji, a master of architecture from Tsinghua University, also pointed out in the article “Urban Big Screen: Reshaping Urban Public Space” that the urban big screen represented by Times Square in New York can express and Guide the city’s visual cultural orientation, integrate its cultural orientation into the urban landscape, and form a part of a new cultural tradition and a highly recognizable urban feature.

This shows that the large outdoor LED display screen can recreate new urban cultural styles and characteristics in the new era, give the city a new cultural sense and emotional tone, give the city a new look and feel, and create a new urban style.

Like the current cyberpunk urban style, this style also leads the trend of architectural decoration style for a while, and the most prominent visual sign elements in the cyberpunk style are neon lights and gorgeous huge display screens. Now the huge screens hung from skyscrapers in the game “Cyberpunk 2077” and the movie “Blade Runner 2049” have also come into reality, and the gorgeous neon lights are also shining in the city.

This kind of trend style is just like the above literature. The role of the current outdoor LED display large screen is not only for advertising, but also can be combined with creative video and naked-eye 3D to recreate a new urban landscape in the ingenious urban design, giving The city’s new cultural identity helps to spread the city’s image.

“The future of the city will evolve into a “screenworld”, L. Wallace scholar predicted in an article in 2003, he believes that people’s future life will be surrounded by screens, forming a media space, through which people pass Screens and other media to interact with the world. Just like the scene in the movie “Blade Runner 2049”, the space is filled with huge neon lights and LED screens. The colorful world creates a cyberpunk style, and the LED display The screen plays an indispensable role in this world.

The combination of naked-eye 3D technology and creative display can rejuvenate the LED outdoor advertising screen and become a kind of creative art. The government’s control and planning are actually to make it develop better.

Both the government and outdoor advertising companies should discuss the integration of urban and modern landscape aesthetics. Cultural responsibility, integrate the cultural elements of the city into it, create the city IP, and make the LED display a part of the city logo.

Under the trend of naked eye 3D, the LED display industry will usher in a new round of spring breeze in combination with the cultural characteristics of the city. And with the acceleration of urbanization, the demand for urban beautification and lighting has also expanded, which has become a broad market, and the decline of outdoor display screens will also usher in the rise.

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