Can the 3D projection mapping be considered digital signage? Comments after the lip sync medley by Katy Perry at the Super Bowl were gushing with complements at how wonderful that digital signage was. This simply shows how people remain confused when it comes to digital signage and why 3D mapping projection cannot be considered as such.
Digital signage refers to the utilization of signs that are powered by digital technology. Plasma display panels, computer monitors, liquid crystal displays, and display kiosks are used for this kind of signage display.
You can see digital signage used outside and inside business establishments. In restaurants, for example, digital signage is mostly used in displaying the name of the establishment and in the menu display. The signage serves to attract customers’ attention and let them see what to expect if they decide to eat in that restaurant. Digital signage can be presented using power point to show each screen zone or page.
For projection mapping, a video is needed to be made of whatever content you want to show. You need live presentations for this kind of medium. You need to have a façade to serve as background. Excellent sound track and lively movements are important to have an attractive video.
3D projection mapping is not commonly used for advertising because it is more difficult to create than a digital sign. Digital signage is created by making the appropriate content or text along with some graphics. You can display using images from a computer system or a software that is connected to the monitor while 3D projection mapping usually involves.
One difference between 3D projection mapping and digital signage is the dimension of space needed for the display. Digital signage can be displayed on spaces as big as television screens while for projection mapping, wider space is needed. Projection mapping is useful for live events and would need sound effects and lots of movement to be effective while digital signs can just display texts and graphics without the need for sound.
Another difference is how the display is distributed. For digital signage, the display comes from a central computer system or run by a software while projection mapping requires the use of video and a surface to be used. For example, in the Super Bowl event, Katy Perry appears to be performing on the ground. Videos where people seem to walk on walls of buildings or dance on rooftops use this technology. On the other hand, digital signs do not need surfaces and real people to make. Texts and graphics are used to reach target customers.
Digital signage can be replaced or changed as many times as necessary without spending too much while projection mapping displays cannot be easily changed because it will be costly to make several videos in order to change what is displayed every day.
Some businesses are opting for projection mapping in making their advertisement. However, it is costly and so, this is ideal for promoting big events such as the Super Bowl and other international competitions.
