The future of DOOH is 3D LED billboards

 The future of DOOH is 3D LED billboards
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Giant 3D LED billboards are conquering the space of traditional OOH in many western nations. With a click you can change the content and it produces real life 3D visuals grabbing the attention of people

Digital OOH (DOOH) is now very common. The latest in the DOOH is the 3D LED billboards. When capturing the attention of people is the prime duty of billboards, advertisers go to any extend to do so. Imagine a 3D visual of a product playing on a giant screen at the top of a building. Won’t you be curious to look at it? Well, the 3D LED billboard has served its purpose!

So how do they achieve 3D LED that can be seen with naked eyes? The LED screen is flat 2D. The reason why people can enjoy real-life 3D images or videos is because of the different grayscales of the images displayed by the LED screen, which make the human eye produce a visual illusion and perceive the displayed 2D images to 3D images.

The 3D display technology of glasses is to separate the left and right images through glasses and send them to the left and right eyes of the viewer respectively to achieve a 3D effect. The naked-eye 3D LED display technology separates the left and right images by adjusting the angle of light and sends them to the left and right eyes of the viewer respectively to achieve a 3D effect.

3D LED advertising display technology is so advanced today that we have now glasses-free 3D LED billboards. It is achieved through the latest LED panel manufacturing technology and LED controller software technology. 3D LED displays on the same screen in divided areas (spatial multi-function glasses-free or naked-eye 3D technology) and cutting time display (time-sharing multi-function glasses-free 3D) Technology) to achieve 3D display. On the other hand, in terms of image display, through computer image processing technology, the parallax between the left and right eyes of the existing 2D image and 3D image is converted into a 9-parallax 3D image.

Naked-eye 3D LED display technologies currently mainly include grating type, cylindrical lens type, holographic projection type, volume type, time-sharing multiplexing type, etc.

For outdoor naked-eye 3D LED display and conventional LED display, the difference in software and hardware and special requirements are extremely attentive. 

Naked-eye 3D is a kind of spatial and three-dimensional interaction that does not require glasses. The quality of naked-eye 3D LED display can be judged from the two dimensions of viewing distance and content. In different installation environments, the dot pitch of the display screen determines the viewing angle and viewing distance of the viewer. The higher the clarity of the content, the more video content can be displayed; in addition, the content design is also very critical, according to the display screen. The “custom-made” naked-eye parallax video allows the audience to have an immersive sense of interaction.

At this stage, 3D LED large screens to realise naked-eye 3D display, in fact, most of them use the distance, size, shadow effect, and perspective relationship of the object to construct a three-dimensional effect in the two-dimensional picture. As soon as it appeared, the 3D wave screen of the SM building that surprised the entire network used the shadow of the background as a static three-dimensional reference line, giving the moving waves the feeling of breaking through the screen. That is, the display screen folds the screen 90°, using the video material that conforms to the perspective principle, the left screen shows the left view of the image, and the right screen shows the main view of the image. When people stand in front of the corner and watch, they will see the object at the same time. The side and front of the camera show a realistic three-dimensional effect. However, behind this seemingly stunning display effect is countless technical polishing and strong product support.

The naked-eye 3D LED display screen is to add some optical structures to the display screen so that the rendered image enters the left and right eyes of the person to produce parallax, and the 3D picture can be seen without wearing any special glasses or other devices. There are two types of naked-eye 3D display technologies: one is the Parallax Barrier, which uses linear stripes distributed at intervals between light and opaque (black) to limit the direction of light travel so that the image information produces a parallax effect; and the other is Lenticular lens uses the focusing and light refraction technology of the lenticular lens to change the direction of light to split the light so that the image information produces a parallax effect. The common shortcoming of the two technologies is that the resolution is halved, so the LED lamp needs to be doubled, and the parallax barrier technology will reduce the brightness of the stereo display screen; therefore, the outdoor naked-eye 3D LED display medium is most suitable for the use of small-pitch LED displays.

In order to present the best display effect, the naked-eye 3D LED display should support high-definition, high-colour-depth video encoding in the software, and can be adapted to be played on atypical screens such as polygons or curved surfaces. In terms of hardware, naked-eye 3D LED displays to put more emphasis on detailed images, so the display has higher requirements on grayscale, refresh, and frame rate.

Compared with traditional LED screens, in order to achieve a better naked-eye 3D experience, naked-eye 3D LED screens to require higher software and hardware configuration, and the product specifications and design requirements are also higher. The conventional LED display screen is flat and two-dimensional, and 2D and 3D content will not have a three-dimensional effect. Now it is installed with a 90° right angle arc to achieve a non-two-dimensional display surface. So, LED Modules, LED cabinets are all custom-developed products.


The higher the clarity of the content, the more video content can be displayed 

The video content to be played is customised to match the resolution of the display screen, and the price is relatively high.

Arnon editor

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