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DOOHDeconstructed

Screenworks (Audio Visual)

Brands are urgently looking for ways to create awareness and

deliver creative images and content to consumers on-the-go.

Projection enables the delivery of targeted, personalised and even

interactive messages in different formats, sizes and locations making it

ideal to engage the consumer in many different markets.

Our proprietary projection screens can be used as a moving poster or

to create a totally immersive environment and experience that is not only

exciting to look at but also communicates your message.

At Screenworks we are committed to providing communication,

information and entertainment through many surfaces and products.

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The digital revolution has given

consumers more access to content

than ever before. Emerging channels of

information distribution including digital signage,

mobile devices and social media are the new

touch points for a different consumer-brand

relationship.

Screenworks (Audio Visual) is a Digital Out Of

Home media supplier. We research, source

and develop the latest materials, products and

Contents

Effectiveness

Capturing the consumers attention 3

Retail in detail 5

Display

Projection screens 7

Video walls 9

Interaction

Multitouch 11

Touch foils and overlays 13

Gestural User Interface 15

Content

3D 17

Augmented Reality (AR) 19

Glossary of terms 21

CAPTURING THE CONSUMERS’ ATTENTIONHAVING EYES IN THE BACK OF YOUR HEAD

The phrase “having eyes in the back of your head” may have more than a hint of truth to it?!

The visual cortex, located in the back of the brain, is responsible for controlling most vision and visual processing. So while you may not actually see from the back of your head, it is here that the brain interprets the images sent to it from the eyes.

The visual cortex processes the variables of colour, shape, size, motion, orientation and other visual elements while at the same time sending feedback to help clarify any ambiguous data - you could say it responds in the event of you doing a “double take”.

Our rear projection screens, used by retail and located in the shop window, help to instigate this very reaction.

Able to be cut into many different shapes and sizes or incorporated into different, creative framing options, our projection screens will help create that great first impression.

What’s more, the screens can be viewed from almost any angle, even under the brightest of conditions, to attract the attention of passers by.

Even without having to pass directly in front of the store, a projection screen can capture your attention and imagination - without the need for eyes in the back of your head.

Visual attention is dependent upon both bottom-up and top-down factors - bottom-up from media and content and top-down in the person and their involvement with the product or familiarity with the brand.

Bottom-up factors such as size, shape, resolution, content and movement are features which have been reported to capture the attention rapidly and almost automatically, even when the consumer is not actively searching for them.

Primary Visual Cortexobtains information from projections that extend through the brain from the eyes via the LGN.

Lateral Geniculate Nucleus (LGN)the stopover point for visual information from the eyeballs to be sent to the visual cortex for processing.

Visual images are commonly seen as the most important structural element in capturing consumers’ attention.

With attention referred to as the scarcest resource, it makes the capture of consumers’ attention an increasingly important aim.

Posterior Parietal Cortex (PPC)primarily deals with directingattention and gaze to objectsof interest in the scene.

engaging visual content

RETAIL IN DETAILWINDOWS OF OPPORTUNITY

Research commissioned on the use of rear projection film in shop windows reveals that the medium engages with passers-by and shoppers to improve brand recognition and recall, provide an enhanced image for the retailer and critically, deliver an increased number of customers.

Four different locations were researched with in excess of 1,500 shoppers interviewed.

83.5% of shoppers spontaneously remembered seeing the screen in the store window with the majority of those, remembering themed images without prompting.

2.5% of shoppers who viewed the screens had actually entered the store as a direct result of what they saw. While 2.5% may appear to represent a modest percentage, when considering store location, often in high footfall areas, this would be a significant number of customers entering the store with possible purchase intentions.

The research also noted, that the window display prompted customers to enter the store much sooner than they would have normally done so. This is effective in that it minimises the chances of the customer changing their mind or being distracted and moving on.

What all of these numbers clearly represent is the added value provided by the screen. Enabling the retailer to deliver compelling messages that will engage with the buying public, maximise the value of the advertising space and ultimately deliver lucrative, revenue enhancing opportunities.

With an aggregate footfall of 100,000 customers per week, an additional 2.5% entering your store would result in an average increase of 357 customers daily.

spontaneously remembered seeing the screen in the store window.

of all passers-by actually stopped to watch the display.

felt they had learnt something from the display.

Brand recognition and recall was as high as

of shoppers who viewed the content entered the store because of what they saw in the window.

thought the screens enhanced the store’s image.

PROJECTION SCREENSPROJECTING THE RIGHT IMAGE

Following extensive research and development, our rear projection screens offer a wide viewing angle and deliver excellent imaging under all lighting conditions. Self-adhesive film screens are available up to 1524mm (5’) in height, fabric screens have no restriction subject to seamless, sonic welding and the largest rigid screens measure 3050 x 2030mm.

Clear

Allowing a clear unobstructed view when not in use, our clear, holographic effect film or rigid screens, maintain their transparency during projection and can be used to create the impression of floating images across the screen.

Contrast

Contrast film, fabric and rigid screens offer a high definition picture with an extraordinary contrast ratio and much improved black reproduction in the projected image. Handling an increased ambient light in the viewing area, our self-adhesive, contrast film screens are ideal for shop windows.

3D

Our fabric 3D screens are suitable for both active and passive 3D systems, front and rear projection.

Our complete range of projection screens enable graphics, charts, static images and video to be displayed with rich colours and high resolution in many different applications and environments.

Go interactive

Screens up to 167“ can be made interactive using touch foils. Custom sizes above this are also available made to order.

Video has now become a regular part of the marketers’ arsenal used to clearly demonstrate a product or service, communicate a brand’s identity or to communicate a proposition.

All of our screens can be customised to suit any promotion or brand with different aspect ratios and cut-out shapes. Alternatively, screens can be incorporated into different framing options, such as a vinyl window graphic, to fit within a design scheme.

Video has now become a regular part of the marketers’ arsenal used to clearly demonstrate a product or service, communicate a brand’s identity or launch a new product.

All of our screens can be customised to suit any promotion or brand with different aspect ratios and cut-out shapes. Alternatively, screens can be incorporated into different framing options to fit within a design scheme.

VIDEO WALLSSOMETIMES, SIZE DOES MATTER

A video wall installation can utilise any number of LFD panels and as well as delivering a bright, vibrant image, enables the localisation of a brand, an ability to adapt to the cultural sensibilities of a particular location and have fast-response campaigns deployed to screen.

Campaigns can be distributed in a number of ways, either locally or centralised, accessed remotely through a network.

Current LCD displays work to offer enhanced readability and with increasingly, narrow bezels, minimise any loss of image between the assembled display.

With LED back-lit and edge-lit models, the video wall will typically require 75% less power than conventional Cold Cathode Fluorescent Lamp (CCFL) displays, running a maximum 100W with a lifetime, to meantime failure, typically in the order of 50,000 hours. Industry attention is currently directed at these high-efficiency, white LED models as an energy efficient solution, delivering lower energy consumption and with less heat generated.

In comparison, a CCFL display has a product lifetime, to meantime failure, considerably less than LED models, typically in the order of 20,000 hours and would run 300-400W.

Helping to meet energy efficiency regulations while reducing running costs, the LED back-lit and edge-lit products also deliver visually.

Energy efficiency regulations being proposed in many countries will require variable backlighting which also improves the perceived contrast range. CCFLs are also strictly limited in the degree to which they can be dimmed, both because a lower plasma current will lower the temperature of the cathode, causing erratic operation and because running the cathode at too low a temperature drastically shortens the life of the lamps.

Video walls offer exceptional user control and the flexibility to deploy fast response campaigns direct to screen.

We can also convert a passive LCD display into an interactive touch screen to encourage customer engagement with the brand.

MULTITOUCHALL FINGERS AND THUMBS

Touchscreen technology is now part of daily life for most people with mainstream acceptance for its use following much needed improvements in the technology.

Touchscreen technology, designed for use in conjunction with our rear projection screens, utilises a system of projective capacitive touch whereby a simple, lightweight touch disrupts an electrical field to create a programmed response.

Our touch foils turn your projection screen into a fully interactive display that enables all normal mouse functions such as click, double-click and drag to be replicated by a simple touch.

Capable of working through glazing panels up to 16mm in thickness, touch foils can even be programmed to operate through double-glazing, enabling interactive displays to be fitted almost anywhere, including shop windows.

Infrared overlays represent another technology that offers a plug-and-play solution to convert your standard LCD and Plasma screens, up to 65” 16 : 9 screen size, into a true multi-touch surface - detecting up to 32 touch points simultaneously.

There can be little doubt that a dynamic, interactive display is the ultimate customer engagement tool delivering brand recall at its most efficient.

An MIT Touch Lab study of human fingertips to investigate the mechanics of tactile sense found that the average width of the index finger is 16 to 20mm or 45-57 pixels. A touch target of this size would enable the user’s finger to fit inside the target with the edge of the target still visible to give the visual feedback needed to know they are hitting the target accurately.

Everyone is excited by the interactive revolution which is changing the way we shop, play, communicate and learn.

Merkel Cellssensory receptors called Merkel cells discern the texture and structure of materials pressed against the fingertips.

Flick and Pinchfingers and thumbs are now used equally with touch screen devices.

Interactivity can take many forms with consumers able to submit questions, express opinions, forward details or navigate to other key messages and content.

touchto connect with the customer

TOUCH FOILS AND OVERLAYSWINDOWS OF OPPORTUNITY

Our projected capacitance, interactive touchfoils can be applied to and work through any non-metallic surface to create a fully functional touch screen. The touchfoils can be built into partitions, furniture, windows and street signage.

The touchfoil comprises a clear laminated plastic foil embedded with an XY grid of sensing wires which are in turn, connected to a controller. The touchfoil is attached to any non-metallic substrate and once a touch is made, capacitance forms between the user’s fingers and the wires in the conductive foil. The change in capacitance is detected by the controller, calculating the X and Y co-ordinates, which are then communicated to the computer and interactive software application to deliver a pre-programmed response.

Screens are available in a wide range of sizes dependant on aspect ratio, up to 167” diagonal. Easy to set up and apply directly to a window, the touchfoil fits flush with zero bezel. A rear projection screen or LCD can then be mounted behind the touchfoil to create a daylight capable, through-window touch experience.

Our IR overlays can convert any LCD or plasma display into a fully interactive touchscreen. IR overlays use LEDs housed within one edge of a wraparound bezel frame to create a grid of X and Y infrared light beams, projected above the display area and detected by photoreceptors on the opposite edge.

Touch occurs when a finger blocks the beam from reaching the light detectors and the exact location is triangulated.

Projected capacitance touch foils, as well as IR, can also be used as an overlay to convert an LCD display into a fully interactive touchscreen. However, these touchfoils cannot be used with plasma displays as they generate excessive eletrical noise and interfere with the operation of the touchfoil.

With the touchfoil applied on one side of the glass and the user being on the other side, the controller and electronics are completely concealed and safe from vandalism and exposure to the weather.

GESTURAL USER INTERFACE (GESTURAL UI)YOU ARE THE CONTROLLER

People gesticulate constantly whether it be their hands moving up and down with the rhythm of speech, waving, beckoning, showing the movement of an invisible object or tool and even when talking on the phone.

Until recently, in contrast to the gestures we use in everyday life, our interaction with digital content was almost entirely free of gestures.This changed with the Xbox Kinect which uses stereoscopic sensors to monitor a person’s gestures and respond accordingly, making gesture the sole method of operation. You are the controller as they say.

The gestural repertoire we now use when interacting with computers is wide and varied and while gestures may vary between contexts and cultures, with software applications it is invariably intuitive and therefore, only time before its use in the commercial world becomes mainstream.

While it is common in the gaming industry to manipulate content using a hand held controller, communicating with computers in commercial applications, is entirely concerned with empty handed semiotic and iconic gestures.

In everyday conversation, there may be the need for accompanying speech to understand a gesture but this is never the case when communicating with computers.

Gestural User Interfaces do not require physical contact between the user and the product. Empty handed semiotic gestures are used to communicate meaningful information.

Gestural UI involves the direct manipulation of a computer or graphical elements through physical movements - think X-Box Kinect.

interactfor brand recognition and recall

3DWE SEE THE BIG PICTURE

The practical choice of 3D technologies is between passive, polarised technology and active technology which works in combination with shutter glasses.

As a rule of thumb, 3D is delivered in spectacular fashion when watched on a screen so big it fills your field of vision and so results in a totally immersive experience. While the large flat TV has brought 3D into the home, nothing achieves the experience quite so comprehensively as a projected image.

For both TV and projectors, active 3D using shutter glasses is the mainstream technology with the image alternating rapidly between that intended for the left eye and that for the right eye.

The glasses then ensure that the images intended for the left eye only reach the left eye and vice versa, by changing from opaque to transparent and back again in an instant. Combined with a fast refresh rate on screen, the audience witnesses no visible flickering.

Passive or polarised 3D is the technology typically used in a cinema complex such as IMAX. In such a system, two images are projected onto the screen and each is polarised in a different direction.

The lens of the glasses used match the polarisation of the corresponding image so that your left eye can only see the left image and vice versa.

Light travels in waves, oscillating in many different directions perpendicular to their forward motion, away from the light source. A linear polarised light filter polarises the light so that it is in one direction only. This reduces the intensity of the light but not the colours that pass through, which is ideal for 3D.

The 3D experience, using passive, polarised technology, suffers if the viewer tilts their head, as the images for the left eye and right eye are horizontally aligned.

Active 3D systems use shutter glasses with liquid crystal technology that change from opaque to transparent in synch with the image as it refreshes on screen.

Polarising technology is extremely effective although much more expensive, albeit with glasses that are much cheaper in price than the active shutter glasses.

Auto-stereoscopic 3D allows viewers to see true 3D without the need to wear special glasses by showing different perspective views of a scene interlaced into a single image. An optical filter in front of the LCD display assures that in a given direction of the viewing space, only a single perspective is projected.

AUGMENTED REALITY (AR)IT’S LIKE REAL-LIFE, JUST BETTER

In simple terms, Augmented Reality is a composite view - the combination of a live, real-world scene viewed by a user, enhanced or augmented with sensory input such as video, graphics, sound or location data generated by a computer or smartphone.

This interactive technology is no longer just a concept played out in movies such as the Terminator, which used AR to see whilst revealing relevant information on the scene or person in front of them, but is now a reality.

Augmentation is effective as it is shown in real-time and in semantic context with the environment where the information is overlaid.

AR combines two very different dynamics, the perception of personal exclusivity and a multi-dimensional sensory experience.

Brands can use AR to direct the customer to a place where they can enjoy a product or immerse them instantly in a branded application, game or as a gateway to a retail offer.

The virtual changing room is one such retail product that uses augmented reality and in doing so, merges in-store and online shopping. The device, navigated entirely by gesture, allows the user to visualise how a garment would look without having to go into the changing room and is not reliant on the item being in-stock. The virtual changing room while based on a specific application in retail could also work just as effectively in museums, exhibitions and visitor attractions.

AR is not QR, which is also becoming more widespread. QR or Quick Response codes are a matrix barcode scanned into a QR reader on a smartphone. The QR code can be decoded at high speed, directing the user to content on a website. AR on the other hand enables a seamless transitition from print to digital with printed materials literally coming alive.

Access to an augmented cinema locator also helps to locate the nearest cinema.

Walt Disney launched the world’s first augmented reality outdoor campaign to launch the movie Prince of Persia.

Standing by one of the posters, iPhone and Android users could play the movie trailer and an AR game to win prizes.

Common terms used in the Digital Out Of Home market including Digital Out Of Home:

3D, Active

Active 3D using shutter glasses is the mainstream 3D technology where the image alternates rapidly between that intended for the left eye and that for the right eye, with the speed that the image refreshes, fast enough to prevent any visible flickering. The glasses ensure that images intended for the left eye only reach the left eye and vice versa, by changing from opaque to transparent and back in an instant.

3D, Autostereoscopic

Autostereoscopic 3D utilises screens which are capable of displaying 3D content which makes the image appear to float in front of the screen. No special glasses are needed to create this effect, unlike other forms of 3D.

3D, Passive

Passive or polarised 3D is the technology typically used in the cinema experience, such as IMAX. Two images are projected onto the screen and each image is polarised in a different direction. The lens of the glasses used match the polarisation of the corresponding image so

GLOSSARY OF TERMSONE

that your left eye can only see the left image and your right eye the right image.

3LCD

3LCD is a sophisticated, innovative technology that utilizes 3 chips to deliver vibrant, true-to-life and consistent images for the most demanding audiences. 3-Chip LCD technology projects white light onto a combination of mirrors that split the light into its three basic video colours. Each LCD chip takes the electrical signal it receives and creates an image. The three colour images are combined using a prism to form a full-colour image consisting of millions of colours. The resulting, vibrant, full-colour image passes through a lens to project on to a screen.

AR

Augmented Reality is the combination of a live, real-world scene viewed by a user, enhanced with sensory input such as video, graphics, sound or location data generated by a computer or smartphone. AR enables new ways of seeing, engaging and communicating with consumers.

Aspect Ratio

The aspect ratio of an image describes the proportional relationship between its width and

GLOSSARY OF TERMSTWO

its height. It is commonly expressed as two numbers separated by a colon, as in 16:9 (16 by 9). The most common aspect ratios used today in are 1.85:1 and 2.39:1 used in cinema, whereas the two common videographic aspect ratios are 4:3 (1.33:1) - the universal video format of the 20th century and 16:9 (1.77:1) - universal for high-definition television and European digital television.

Contrast Ratio

Contrast is shown as a ratio of the luminance of the brightest colour (white) to that of the darkest colour (black) that a system is capable of producing simultaneously and is used as a measurement of picture clarity. The higher the ratio, the more the picture will detail subtle colour variations and overcome ambient light.

Digital Advertising Networks

Digital Advertising Networks are typically, screen or kiosk-based networks located in high footfall environments to deliver targeted advertising or communication programmes. Also refer narrowcasting.

Digital Out Of Home

DOOH is the market that includes all digital

media, including screens, monitors and projection, delivering content in a public space. DOOH media includes everything from shelf-edge screens to landmark, outdoor LED screens.

Digital Signage

A display device that has the ability to deliver dynamic content that would typically, have been delivered by a printed poster.

Digital Signage Network

An array of digital signage devices that can all be updated remotely at the same time or a single file to a single device, through a network internet connection.

DLP

Digital Light Processing (DLP) is a trademark owned by Texas Instruments, representing a technology used in many video projectors. DLP is the leading technology used in digital cinema projection. The single-chip version of DLP and 3LCD are the two main technologies used in modern colour digital projectors.

Gain / Peak Gain

Gain is a measurement of the reflectivity of a

GLOSSARY OF TERMSTHREE

screen or projection surface and helps to create brighter images by directing more of the incident light back to the viewing area.

Hot Spots

A phenomenon to be avoided, whereby the bright bulb of a projector lens can be clearly seen through the projected image on the screen and therefore, distracting from the content.

LCD

Liquid Crystal Display (LCD) screens are made up of colour pixels filled with liquid crystals, arrayed in front of a light source. Unlike plasma displays, LCDs do not use phosphors and therefore, cannot suffer image burn-in, although with non-uniform usage of the display’s pixels, the liquid crystals can stay in one position causing the colours to be off slightly.

LED

Light Emitting Diode (LED) can refer to the technology used to backlight, or in some cases, edge light an LCD display.

Other instances where the term is used may refer to large format, landmark screens, consisting of a series of tiny light bulbs, which

display high intensity images in high ambient light and are consequently used outdoors.

Lumens, ANSI Lumens

The lumen (symbol lm) is the SI unit of luminous flux, a measure of the total amount of visible light emitted by a source. The light output of a projector is typically measured in lumens with a standardised procedure for testing projectors established by the American National Standards Institute (ANSI).

The luminous flux of projectors that have been tested according to this procedure are quoted in ANSI lumens to distinguish them from those tested by other methods. ANSI lumen measurements are in general, more accurate than other measurement techniques used in the industry and allow different projectors to be easily compared on the basis of their brightness specifiation.

Multitouch

Multitouch refers to a touch sensing surface such as a touchscreen’s ability to recognise the presence of two or more points of contact with the surface. Touch foils are used in conjunction with projection screens and touch overlays are optimised to recognise 32 simultaneous

GLOSSARY OF TERMSFOUR

multitouch points of contact.This plural-point awareness is often used to implement functionality such as pinch and zoom or to activate predefined programmes.

Narrowcasting

Narrowcasting refers to programme content that has been designed to reach a niche or specific group of consumers defined by demographics.

NFC

Near field communication (NFC) is a set of standards for smartphones and similar devices to establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimetres. This makes the system inherently secure. Current applications include contactless transactions, data exchange, typically for marketing and connecting electronic devices.

NITS

Nit is believed to come from the Latin word nitere, to shine. As a measure of light emitted per unit area, this unit is frequently used to specify the brightness of a display device. Nit (nt) is a deprecated non-SI name used for the

unit, candela per square metre (cd/m2) - the derived SI unit of luminance where 1 nit = 1 cd/m2. The unit is based on the candela, the SI unit of luminous intensity, and the square metre, the SI unit of area.

OLED

Organic Light Emitting Diode (OLED) is the latest in display technology. An OLED screen works without the need for a backlight so can display deeper black levels, while being brighter, thinner and using less energy than LCD or plasma screens. The technology is expected to deliver flexible and transparent panels as a next generation.

Plasma

A plasma display comprises of many tiny cells, held between two panels of glass, holding a mixture of ionised gases which are electrically charged into plasma, exciting phosphors to emit light.

QR Codes

Quick Response Codes are a type of matrix barcode (or two-dimensional code) that offers fast readability and large storage capacity compared to standard barcodes. The code

GLOSSARY OF TERMSFIVE

consists of black modules arranged in a square pattern on a white background. Due to the ubiquity of smartphones, the QR code has become common in consumer advertising and packaging, providing quick and effortless access to a brand’s website, where a longer, targeted conversation with the consumer may continue.

Resolution

Display resolution refers is specified by the number of digital pixels displayed by height and width. High Definition (HD) would typically be 1920 x 1080p or 2,073,600 pixels per frame.

RFID

Radio-frequency identification (RFID) is the use of a wireless non-contact system that uses radio-frequency electromagnetic fields to transfer data from a tag attached to an object, for the purposes of automatic identification and tracking. The tag contains electronically stored information which can be read from up to several metres away. Unlike a bar code, the tag does not need to be within line of sight of the reader and may be embedded in the tracked object.

Viewing Angle

Viewing angle is the maximum angle at which

a display can be viewed with acceptable visual performance, measured from one direction to the opposite, giving a maximum of 180° for a flat, one-sided screen. In a technical context, this angular range is called the viewing cone, defined by a multitude of viewing directions.

Dependent upon display type, the viewing performance may be described as unacceptable if the image is poorly saturated, of poor contrast, blurry or too faint outside the stated viewing angle. Or in the case of projection screens, the failure can be defined as the angle at which the luminance of the image is exactly half of the maximum.

Cover image courtesy of www.andrewbrooksphotography.com

Disclaimer

©2012 Screenworks (Audio Visual). All rights reserved.

Information contained in this publication or as otherwise supplied to users is believed to be accurate at the time of going to press and is given in good faith. However, it is for users to satisfy themselves of the suitability of the product for their own particular purpose. Screenworks (Audio Visual) gives no warranty as to the fitness of the product for any specific application and any implied warranty or condition (statutory or otherwise) is excluded except to the extent that exclusion is prevented by law. Screenworks (Audio Visual) accepts no liability for loss or damage other than that arising from death or personal injury caused by defective product (if proved), resulting from reliance on this information.

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