In recent years, due to the noise, light pollution, difficult management, safety hazards and other issues left by the rapid expansion of LED outdoor displays, as well as the government's strict supervision and control of outdoor advertising, LED outdoor displays are gradually declining. But since last year, naked-eye 3D has become a hot term, and wherever it appears, it will become a hot topic on the Internet and a check-in point for Internet celebrities. Nowadays, as naked-eye 3D technology matures, it also frequently appears in stage, outdoor scenic spots, and urban blocks. As the carrier of this technology, the large LED outdoor advertising display screen has once again come into people's eyes. South Korea's giant ocean wave naked-eye 3D LED display, and the naked-eye 3D spacecraft LED 8K giant screen in Taikoo Li Chengdu were launched, and the whole network became popular. With the blessing of technology and creative advertising, LED outdoor advertising display large screens have allowed more and more people in the advertising media field to see the opportunities for the development of naked-eye 3D outdoor displays, and the decline of outdoor displays seems to have a new path. Turnaround.
LED outdoor displays have gradually become fatigued in recent years
The development of my country's outdoor advertising display industry has made a qualitative leap since the 1990s, but at the same time, my country's related plans and policies have been lagging behind, and more problems have emerged, such as the noise and light pollution of LED outdoor advertising displays. , Management difficulties, hidden safety hazards, false advertisements, installation violations and other issues. Therefore, in 2018, in order to regulate the running time and product brightness of LED display screens, my country officially promulgated the "LED Display Interference Light Evaluation Requirements" on October 1. In 2019, Guangzhou issued the most stringent new regulations, "Guangzhou Outdoor Advertising Special Plan (2020 —2025)" and "Guangzhou Outdoor Advertising and Signboard Setting Regulations". In 2020, many cities have also issued relevant management regulations to rectify outdoor advertising. Until 2021, this wind of rectification is still spreading.
Nowadays, in order to create a good, refreshing and clean first impression of the city, the country has frequently set off a trend of "dismantling screens", and relevant departments are also establishing a mature and effective outdoor advertising review, release, and operation mechanism. In the face of the government's heavy blow, strict management planning has caused certain blows to outdoor advertising companies or LED display companies. The "screen removal" movement in various cities and the strict government control have caused the LED outdoor display to be in a downturn year by year. However, the reason for the removal of the screen is actually inseparable from the word violation. The government's rectification and management of outdoor advertising is not one size fits all, mainly to guide the healthy development of the industry, and to make reasonable plans for the division and management of resources, so that the outdoor advertising media can give full play to its value.
But at the same time, the government's strict control of outdoor advertising has not made the outdoor advertising market depressed. Although various illegal demolitions have had a certain impact on the outdoor advertising market, some relevant agencies have issued the "Advertising Market Overview" shows that in 2020, outdoor LED media media publication costs of 16.908 billion yuan, an actual increase of 8 percent , a net increase of 2 percent , this shows that the state of the outdoor advertising market is still very tenacious and powerful. , And the increase in outdoor advertising media undoubtedly released a good signal to the LED display industry. Even under the strict control of the government, the market is still an incremental market, and there is still a certain amount of space to invest.
Now that digital outdoor has become an inevitable trend, LED outdoor display screens must be indispensable. Therefore, relevant departments and LED outdoor advertising terminal media should pay more attention to the image positioning of the city and outdoor display when placing outdoor advertising display screens. How the screen and the city should coexist and promote each other.
Creative display plus outdoor naked eye 3D = swept the entire network, LED outdoor display large screen has become a new city logo?
In the current urban business circle, the collision point between the large outdoor LED display screen and the symbiosis of the city seems to be the answer to the naked eye 3D and creative display. The "3788 Asian Lights" outdoor large screen on Guanyin Street in Chongqing has become one of the landmark representatives of the urban landscape. It staged a stunning naked-eye 3D show of the future city earlier, and this show has been screened on the short video platform of Moments of Friends. According to statistics, the data of the naked-eye 3D project spread across the entire network exceeded 100 million, and the official media CCTV and Weibo big V have all reported on it. Immediately after this giant screen, a classic scene of "light rail crossing the building" was reproduced, using the scenes most familiar to Chongqing people for creative design, reflecting the unique characteristics of the city of Chongqing.
Nowadays, the cool naked-eye 3D big screen can become a new landmark of the local city and rebuild a new image of the city. Under the combination of creative video and LED outdoor large screen, based on the unique cultural characteristics of the city and the combination of naked-eye 3D, we can create a unique scene and scene of its urban characteristics, just like Chongqing's "light rail passing through the building" Like this 3D show, it combines the characteristics of its own city to create the city's "IP" and create a new city identity.
From the perspective of building new landmarks and culture in the city, Chen Xiaoji, Master of Architecture at Tsinghua University, also pointed out in the article "Urban Big Screen: Reshaping Urban Public Space" that the big city screen represented by Times Square in New York can express and Guide the visual cultural orientation of the city and integrate its cultural orientation into the urban landscape, forming part of a new cultural tradition and highly recognizable urban characteristics. This shows that the outdoor LED display screen can recreate a new urban cultural style and characteristics in the new era, give the city a new cultural sense and emotional tone, give the city a new look and feel, and create a new urban style.
Such as the current cyberpunk urban style, this style has also led the trend of architectural decoration styles for a while, and among them, the most significant visual signs of the cyberpunk style are neon lights and gorgeous huge display screens. Nowadays, the huge screens suspended by skyscrapers in the game "Cyberpunk 2077" and the movie "Blade Runner 2049" have also come into reality, and gorgeous neon lights are also shining in the city. This kind of trend style is just like the above-mentioned literature. The current outdoor LED display screen is not only used for advertising, but also can be combined with creative videos and naked eye 3D to recreate new urban landscapes in the ingenious urban design. The city's new cultural identity helps to spread the city's image
"The future of the city will evolve into a "screenworld", L. Wallace scholar predicted in an article in 2003 that he believed that people's future lives would be surrounded by screens, forming a media space, and people would pass The screen and other media are used to interact with the world. Just like the scene in the movie "Blade Runner 2049", the space is full of huge neon lights and LED screens. The colorful world creates the style of cyberpunk, and the LED display The screen plays an indispensable role in this world.
The combination of naked-eye 3D technology and creative display can make LED outdoor advertising screens rejuvenate and become a creative art. The government's control and planning are actually to make it better development. Both the government and outdoor advertising companies should discuss the integration of urban and modern landscape aesthetics. As the carrier of outdoor advertising display, LED display screens are also responsible for spreading the city. The responsibility of culture is to integrate the cultural elements of the city into it, create urban IP, and make the LED display a part of the city's identity.
Under the trend of naked eye 3D, the LED display industry combines with the cultural characteristics of the city, and will usher in a new round of spring breeze. And with the acceleration of urbanization, the demand for urban beautification and lighting has also expanded, which has become a broad market, and the decline of outdoor display large screens will also usher in the rise.
