Phoenix Metropolis Media talks about outdoor LED screens: demanding "good screen"

Outdoor "good screen" standard

With the two advantages of high arrival rate and low cost, outdoor media has become the fastest growing advertising media in recent years. According to the survey, in recent years, traditional media such as Chinese newspapers have shown a negative growth trend, while outdoor media still maintains a rapid growth trend. Among them, the LED display, which is favored by outdoor media, is growing at a rate of more than 25% every year, becoming the main force of outdoor advertising.

“At present, Phoenix Metropolis Media has deployed more than 60 LED display screens across the country, and its core indicators such as market share of its own screen, total area of ​​its own media, number of cities covered by its own media, and possession of its own media are all core indicators. Ranked first in the industry.” Wang Xiaodong said, “As an outdoor media company, Phoenix Metropolis Media always retains its preference and expectation for LED displays, especially the “good screen” that we and our customers welcome.”

What kind of LED display is the "good screen" in the eyes of media companies? Wang Xiaodong proposed an eight-point standard.

First, high resolution, high resolution can make high-quality advertising images have the possibility of being displayed;

Second, high brightness, outdoor environment requires higher brightness, especially adjustable brightness;

Third, the high refresh rate and high refresh rate of the display screen can make the camera and camera have no defects such as black lines and color blocks when shooting, and the picture is more stable;

Fourth, high gray scale, high gray scale can make the color of the display screen more uniform, the image is more delicate, and with high resolution, the display screen can display high-quality images;

Fifth, high contrast is one of the necessary conditions for high quality screens, otherwise the high gray level of the display screen should not be displayed;

Sixth, white balance, restore the true picture color is the role of white balance, directly affecting the advertising effect;

Seventh, the large viewing angle and the viewing angle covered by the outdoor display screen, the advertisers all hope to see the original picture clearly and accurately, and the pursuit of a large viewing angle is an inevitable requirement;

Eighth, uniformity, it is also a necessary condition for a good screen, depending on the quality of the LED, the design level of the display, the level of production technology, the level of correction, the level of installation and so on.

In addition, good LED display has more detailed requirements, quality improvement and performance improvement are the same requirements.

With the change of outdoor advertising formats, in order to attract more advertising owners and audiences, LED displays pay more attention to the use of novel propaganda and interactive forms to achieve greater communication effects, such as using a mobile phone to capture display screens, images or scan screens. QR code, etc. Therefore, the display effect and quality of the LED display itself are crucial. “In recent years, the LED display industry has proposed the concept of 'three highs' (high refresh, high gray scale and high utilization). As a media company, we certainly need a superior display with the 'three highs' indicator.” Wang Xiaodong said .

Improve "good screen" advice

"Good screen" is not only a product that media companies love, but also the goal pursued by the LED display industry. To truly achieve the "good screen" standard, the interaction of the entire industry chain of the LED display industry is required. Chip companies, packaging companies, driver IC manufacturers, control system manufacturers, manufacturing companies and related accessory companies are all improving together. Need the efforts of industry organizations and the industry itself.

Wang Xiaodong believes that there is no shortcut to improving the "good screen" method, only relying on enterprises and industry to achieve it.

First, improve quality, improve reliability, and reduce power consumption. "There are too few good screens in operation, and low-level, defective display screens can be seen everywhere, which is unfavorable for the future development of the industry." Wang Xiaodong said frankly, "LED display screens are originally icing on the cake, but if The quality is not enough, it will damage the image of the display, and even damage the interests of media companies and advertising owners. The outdoor LED display needs to focus on the improvement of quality, reliability and power consumption. Two high and one low is the most accurate indicator of LED 'good screen'."

Second, unify and improve industry standards. Since the LED display industry has no uniform and clear definitions and standards in more detailed and divergent definitions and concepts, it is difficult to find relevant standards when problems arise. The industry standard is not only a mandatory regulation for outdoor LED displays, but also a means to improve the level of the entire industry, and can also serve as a benchmark in solving various disputes. At present, the LED display industry has developed a considerable number of standards, but still need to keep up with the times, to improve and modify the latest and most detailed parts. This part of the work will be the need for sustainable development of the industry.

Finally, select a quality company. With the screening of the market and the persistence of the enterprise itself, the LED display industry needs to emerge a group of companies with social responsibility, leading the industry to the direction of high quality and service, and promote the healthy development of the industry. The selection of high-quality enterprises is the result of spontaneous efforts of the enterprise, and on the other hand, it is also a stage product of the development of the industry. In the future, the LED display industry must be the last high-quality enterprise to split the market.

Future "good screen" trend

In recent years, many new hotspots have emerged in the LED display industry, and the development trend of “good screen” will also be reflected in these new trends. Wang Xiaodong said that in the future, at any stage, the first element of "good screen" must be quality, and the pursuit of high quality is the key to shaping "good screen." At the same time, the LED display "good screen" has three major development trends.

In the field of full color outdoor displays, outdoor SMD LEDs will completely replace LAMP LEDs. In the past, outdoor LED display screens were almost the world of direct-inserted full-color screens. With the continuous publicity of the technology of surface-mount products, especially in the outdoor environment, the waterproof, moisture-proof, weather-resistant, and resistant to various harmful technologies have been improved. , making the surface display screen gradually enter the outdoors. Analysis of the development pattern of the outdoor LED display industry in recent years, the outdoor surface mount display is an irreversible development trend, industry insiders almost unanimously believe that the future SMD LED will be the best replacement for the direct display. Therefore, the future "good screen" should also make a big fuss on outdoor surface mount products, and promote the development of outdoor surface mount full color display.

The small pitch display will gradually replace the LCD, DLP and plasma display markets above 2 square. The high-density and small-pitch LED display is a rising star to replace indoor display products such as DLP and LCD. It is rapidly developing in high-end venues such as indoor large-screen monitoring, dispatching, military, and conference rooms. Compared with other display products, the high-density and small-pitch LED display not only has advantages in image quality, but also is completely seamlessly spliced, and has intelligent means such as adjustable brightness and post-correction. At present, the high-density small-pitch LED display can achieve the level of P1.0, and the smaller dot spacing eliminates stubborn grain defects, and the market space is very impressive. Wang Xiaodong believes that the high-density small-pitch LED display screen is mainly used in the field of indoor large-screen splicing of more than 2 square meters, and the future "good screen" must make a breakthrough in this field.

Networked simulcast technology. The networked broadcast technology is mainly reflected in the operation of outdoor media companies. Wang Xiaodong introduced that as an outdoor LED media network built by its own media, the total area of ​​the operation screen of “Phoenix Outdoor LED Network” has exceeded 15,000 square meters. Important, significant, and scarce core features, covering the 20 most important cities in China, highlighting media influence. In addition, Phoenix Metropolis Media keeps pace with the times, and actively develops communication technologies that are at the forefront of the times according to the development needs of customers for innovation communication. Through the interaction of human-screen interaction, mobile terminals and large-screen interaction, it has broken through the outdoor LED media to the audience. The traditional mode of one-way communication of advertising information has opened up the era of two-way communication of outdoor media. There is no doubt that the future "good screen" will inevitably join the ranks of the networked broadcast, making greater contributions to the prosperity of outdoor advertising.

As the vice president of the outdoor media company, Wang Xiaodong, who has many years of practical experience in the LED display industry, is deeply fascinated by the "good screen" standard for LED displays. He appealed that the outdoor LED display is a city's beautiful finishing touch, and the importance of shaping the outdoor "good screen" is self-evident. The LED display industry must truly realize the significance of improving product quality for the entire industry. Only by competing on quality, rather than disrupting prices, is the industry's way out.