When J.B Cars, a Jaguar dealership near Milan, Italy, was ready for a digital signageⁱ system, it quickly became apparent that a typical LCDⁱ or plasma screenⁱ-based setup wouldn’t do.

Projection digital signage systems’ versatility has prompted a number of interesting applications worldwide, including an Italian car dealership that projects images onto its windows.

The company operates a busy car showroom and wanted the usual benefits digital signage offers, including a display that would allow the business to update its branding and promotional messages regularly, and also produce sharp images from any angle, as the dealership is located in a densely populated, high-trafficⁱ area.

However, the business also needed to maintain the use of its shop window for car access, even after installing the display system.

The solution was a rear projection signage system from 3M that shines its digital message on the window day and night, while allowing the glass to be opened and closed to move vehicles in and out as needed.

Projection systems are being employed in more and more custom digital signage applications where traditional flatⁱ-panelⁱ solutions prove impractical or impossible.

Upgraded projection technology—including high-brightnessⁱ, long-lasting bulbs, sturdy projectors and conformable films that turn any surface into a screen—are opening up new possibilities to digital signage customers, allowing systems to operate in a variety of locations and light conditions as temporary or permanent installations that stand alone or complement existing signage at an attractive price.

These days, projection systems are ready and able to handle all types of commercial messaging demands.

“The biggest barrier when projection is considered for a digital signage application is the outdated notion that projection simply cannot perform adequately in spaces where ambient lightⁱ—whether it is natural light coming in from windows or is illuminating from overhead fixtures—is present,” says Jenny Brust, business development manager for AccelerOptics, Carthage, Mo. “For example, by optimizing the capabilities of commercial-grade digital projectors in conjunction with our XLV-100 Digital Display, we can deliver a brilliant 100-inch digital image at a low cost in those high ambient lighting environments.”

With projection systems offering completely custom designs, it’s important for installers to gain a true understanding of a client’s specific needs, and expectations, of their digital displays before designing a project.

Cutting-Edgeⁱ Technology
AccelerOptics manufactures its XL-A-Vision Digital Displays, which are designed for large-area digital signage applications such as malls, airports, sports and entertainment venues and gaming, Brust notes. The systems use front projection technology and a micro-structured surface that rejects ambient light while capturing and redistributing the projected light to a defined viewing area with no glare and high contrastⁱ.

3M’s projection digital signage offerings include Vikuiti rear projection screens and films, as well as digital signage software to manage contentⁱ.

“The projection products allow customers to make their digital signs eye-catching and vivid in order to stand out and cut through visual clutter,” says Herbert Yeung, marketing development manager, 3M Graphics Market Center, St. Paul, Minn. “Rear projection film allows customers to convert any window into a digital sign, and the film can be cut into different shapes to allow more design flexibility and creativity.”

He, too, notes that the projection systems can offer high ambient contrast and resolutionⁱ, even in daylight conditions, with wide viewing angles and high-brightness options.

Technological advancements, he adds, are strongly impacting the projection digital signage market, including:

• Low-cost digital projectors
• Extended-life projector lamps
• LEDⁱ light sources offering long life, saturated and lifelike images with a better color gamutⁱ
• A trend toward larger sizes
• The ability to project shapes other than rectangular
• Interactivity

Bruce Pollack, associate director of marketing for the Professional Display Division of Sharp Electronics, Mahwah, N.J., says his company’s line of professional projectors is widely used in signage applications.

“A big advantage the projectors offer is the ability to provide an enormous image at a comparatively cost-effective price,” he says. “For example, Sharp projectors can project onto a screen of up to 300 inches diagonal, which is 25 feet, while offering very flexible mounting options including ceiling mounting, and operated out of the way in a rear-projection mode that enables the projector to be located behind the screen or wall.”

That allows installers to be creative in their installations. “A retail establishment or other public venue can turn a front window or an entire wall into a massive digital signage display with a single projector,” he says. “And, even if 300 inches may be too overpowering, imagine the impact of a 100-, 150- or 200-inch diagonal screen, again at a comparatively cost-effective price.”

Projection systems are also useful in unusual lighting situations, notes Sander Phipps, Sony Professional Display Group senior product manager.

“An issue faced by many installations is challenging lighting situations—glare can be an issue,” he notes. “This issue can be overcome with a rear-screen projection system. A rear-screen system tends to hold up better in very well-lit areas. This is why the broadcastⁱ industry, for example, uses so many rear-projection systems for large displays for ‘on air’ sets.”

The Price is Right
The topic of price often comes up as a main benefit when discussing projection digital signage systems.

“If you need a screen size above 70 inches, projection tends to be a more cost-effective solution than direct-view devices,” Phipps notes. “As the price of projectors in the 4,000- to 7,000-lumenⁱ category has declined, this has made projection a viable option for digital signage.”

Pollack sees a similar trend. “High-brightness Sharp projectors can be purchased starting at under $1,000, which makes them exceptionally cost-effective,” he says. “And, as many models come in HDTVⁱ-compatible WXGA ‘wide’ screen formatⁱ, they work well with both PC and high-definitionⁱ video sources.”

Brust notes that in many cases, projection systems are available for large-area digital signage applications at “a fraction of the cost” of traditional flat-panel setups. And again, ongoing technological advancements are driving prices even lower. “While projector performance is greatly improving and lamp life is continuously increasing, costs are going down—including maintenance,” she says.

That can mean bigger displays at a lower cost, Phipps adds. “Greater sizes typically translate into greater impact. Depending on the venue, the larger you can get the screen, the more likely you’re going to be to capture one’s attention.”

Installers can find total projection packages, or choose to build systems piece by piece by combining a content source, a programmable media playerⁱ or PC, a digital projector and a display/screen, allowing users more comfort and flexibility. “Sign shops can use our rear projection film in conjunction with their currentⁱ products, using existing product and installation knowledge,” says Yeung. “In conjunction with an AV integrator’s projection hardware know-how, they can create eye-catching, vivid digital displays, either for temporary or permanent promotional programs.”

The systems’ versatility has prompted a number of interesting applications worldwide. Along with the Italian car dealership, Yeung points to a Spanish TV station that uses a 3M projection display setup to deliver compelling visuals to studio and television audiences.

The system is used to present news and sports programs, as well as interactive weather forecasts. Integrator Imagic Vision installed four rear-projection screens of various sizes in a relatively short timeframe. “The high image fidelity, outstanding brightness, ultra-large screens and 180-degree viewing angles maximize creative flexibility for broadcasters to communicate dramatic visuals and breaking news to television viewers,” Yeung says. “The lightweight screens are easy to install, with minimal engineering costs.”

Brust recalls a recent XLV-100 Digital Display installation at the Springfield-Branson National airport that impressed administrators to the point where the airport envisions a totally digital environment for travelers. “It is our intent to eliminate static signage completely in the new terminal,” notes Kent Boyd, the airport’s public information and marketing director. “Bold, dynamic, high-definition displays will be employed to inform and educate passengers, as well as create a highly valuable promotional presence for our advertising partners.”

Phipps adds that Landmark Theaters uses projectors for its digital signage and preshow content on systems in the lobby.

A Sign of Your Own
With projection systems offering completely custom designs, it’s important for installers to gain a true understanding of a client’s specific needs, and expectations, of their digital displays before designing a project.

“Integrators need a thorough understanding of the objectives of the customer and the ability to conduct appropriate site surveys to recommend optimal digital display solutions,” says 3M’s Yeung. “Use of rear-projection screen products requires determining the appropriate throw distance and image acceptance angle between projector and display screen for optimal viewing.”

Pollack notes that Sharp’s newest projectors feature signage-related improvements that allow for greater versatility.

“Several new models offer interchangeable lenses, allowing the standard lens to be replaced with a ‘special application’ lens for digital signage applications where either a short throw distance or exceptionally long throw distance may be required” while maintaining image quality, brightness and reliability, he says.

The need for a bigger display often leads shoppers to projection solutions, Phipps adds.

“Typically, projection is considered due to a need for a large screen,” he explains. “This also means there has to be enough space to accommodate the projector and needed throw distance as well. But you should also remember that short-throw lens technology and mirror systems are often employed to lessen the footprint needed.”

With all of these factors and more, Brust and Yeung agree that visiting the signage location and performing a needs analysis are the first steps toward a successful installation.

“The primary issue when utilizing projection in a digital signage system is determining the configuration of the system—where will the components be located, how many lumens are required to overcome any ambient light challenges within the space, and who will create the content and manage the system,” Brust says.

Moving forward, expect the systems to only become more sophisticated and versatile, with features such as interactive options and image-correcting software that allows the projector to be placed off-axisⁱ to accommodate virtually any space.

“We believe the market will be driven by two primary factors,” Yeung adds, “longer-life bulbs for projectors, and the creation and acceptance of an appropriate metrics system to measure and optimize ROI.”

Sony’s Phipps adds high-definition to the list.

“Resolution increase to HD, and higher resolution projectors allow more information to be put on a screen and still have it legible,” he notes.

Even as technology continues to advance, it’s clear that projection digital signage has arrived as a viable choice for customers seeking unique, attention-grabbing results.

“There is universal demand for large, high-resolution displays that perform well in brightly lit public spaces while delivering bigger, brighter, bolder messages,” Brust concludes, noting that projection systems are an alternative “where they had never been a consideration before.”

PROJECTION INTERACTON
Projection digital signage can drawⁱ customers into a message —literally.

Technology from Silicon Valley-based GestureTek is among the examples of interactivity playing a key role in projection digital signage applications. The company’s video gesture control software lets users take command of interactive content, access information, manipulate special effects or immerse themselves in an interactive 3-D virtual world, simply by moving their hands or body.

Applications include:

• A ceiling-mounted system that projects an image onto the floor—a Koi pond for example. As people walk over the image, the Koi swim away to the edges of the frame as if startled.

• Multi-touch surface computing technology added to tables, bar tops, counters and panels where users simply point their fingers directly above or on the surface, then make rotating or dragging motions to control dynamic multimediaⁱ content, access information, etc.

• Similar store window-based systems that allow passers-by to play games, manipulate advertisements or immerse their video image into the heart of an ad or display.

The technology has been used to inform and entertain viewers in a variety of arenas recently, including at the Air Canada Centre prior to the NBA Toronto Raptors’ first home playoff series, and at the University of Phoenix stadium, site of this year’s Super Bowl.

Bill Leckonby, GestureTek CEO, says the power of the company’s ScreenFX and ScreenXtreme technology “is that it stops customers in their tracks. It’s a fun and informative way to directly engage viewers in brand advertising through interaction, or by simply watching the display effects created by other users immersed in the advertisement.”

The Hudson Bay Co.’s flagship store in Toronto, known for its eye-catching window displays, worked with InTouch Media Group to display the interactive technology on two 10-by-8-foot outdoor retail windows following the Christmas shopping season.

“These interactive gesture-controlled retail windows are a fantastic and ultra-cool branding and product marketing tool,” says David Leetham, director of sales and marketing, InTouch Media Group. “Thousands of people pass by these windows every day, and they can’t resist interacting with the display when they see themselves immersed in the ad and in control of the content.”