Top Display Technology

Outdoor advertising is an important part of city block landscape, equivalent to the city image card. With the development of information technology and intelligence, large digital signage will gradually replace other types of light box advertising, neon lights and so on, mainly reflected in the vigorous development of segmentation products such as LED large screens and LCD walls.
With the epidemic gradually controlled in the second half of the year, the economy began to recover, outdoor advertising also re-emerged, according to the data of Lotu technology (RUNTO), in 2020, the outdoor large digital signage market size is close to 15.3 billion yuan, a slight increase of 0.3% over the same period. In the same period, according to the “China Mainland LCD digital signage market analysis Quarterly Report” shows that the scale of outdoor small digital signage is less than 1 billion.

Outdoor large digital signage started late in China, especially the development of LED large screens was active with the 2008 Olympic Games, and then entered a period of vigorous development. Benefiting from the rise of the “night economy” and the pull of new infrastructure policies, it is expected that in the next five years, the annual growth rate of the outdoor large digital signage market will remain above 10%, and the market size will reach more than 27 billion yuan in 2025.
According to a survey by RUNTO Technology, outdoor large digital signage is mainly used in the information release of commercial buildings, with a proportion of nearly 40%. Bus and subway demand for outdoor digital signage is second, accounting for more than 20%.

In recent years, LED screens have become the preferred products for media release due to the advantages of construction cost, brightness, and good color display effect. In the display area of more than 500 square meters, large digital signage mostly uses LED screens, compared with LCD walls, because of its irreplaceable characteristics, it is separately listed as a class of application scenarios, called super LED. The proportion of large LED screens is about 17%, and the compound growth rate in the last three years is the fastest, up to 9%. Other typical application scenarios include aviation terminals, rail transit platforms, store terminals, and school campuses.
LED large screen in the building media, shopping centers, food and beverage retail and other occasions of the publicity display scene, its advertising effect is far better than the traditional outdoor billboards. The advertising carrier is no longer a static single function, in comparison, the dynamic screen of full-color LED advertising has a stronger visual impact, and the conversion rate of brand advertising is also higher.

In the era of big data, LED large screens continue to innovate in terms of hardware and content in order to comply with the emerging trend of outdoor media development.

The visual representation is more diverse. Naked-eye 3D technology has matured, and similar creative effects have emerged in Chengdu, Chongqing, Shanghai and other cities. In the future, there will be more trend-setting visual performance new technologies applied to the outdoor LED screen advertising media market.

From single communication to audience participation and interaction. Combining the popular WiFi network, wechat QR code, mobile APP, augmented reality technology, multi-screen interaction technology, expression recognition technology, human screen interaction technology, etc., to achieve two-way interaction with the recipient group.

Rich content and multi-screen linkage communication. Operation content is no longer an advertising carrier, but also can spread public welfare, broadcast news, information and other rich video content. Under the construction of smart cities, multi-screen broadcast linkage is achieved, breaking the playback mode of pure commercial advertising information on LED screens, so that the audience has higher information value and stickiness.

RUNTO, “Chinese LCD Digital Signage Market Analysis Quarterly Report” “Report” contains the quarterly update of the shipment scale, sub-brand/size/product/technology attribute data of ladder media display, non-ladder media wall hanging, vertical, horizontal and outdoor LCD integrated machine, and also includes market hot information, new product introduction, price trend and transaction changes.