The company is facing several advertising challenges, according to Jerome, that his laser sign system addresses. He observes the advertising community's current dilemma of trying to communicate to a vast public that is no longer receptive to television advertising or other traditional indoor/outdoor advertising formats. Video displays are now becoming ubiquitous enough that viewers are beginning to have a tendency to block them out. At the end of the day,

with all the "Niagara Falls" bombardment of signs, signs and more signs, the advertising messages that will get noticed have to be better, brighter and bolder than anything else around it. The big challenge: how do you present advertising media that people will pay attention to? 
It's not only about building a new sign system as a better mousetrap, but making sure the advertising community understands it as an effective differentiator to generating product awareness and sales uplift, the two constants of what effective signage is all about. Although LFI's DLS sign products can be deployed in just about any advertising environment, the company is aggressively developing its market niche in the Bar/Beverage and Gaming/Casino communities. 
"Our DLS system is envisioned to be designed for specific sign applications where a media planner or a corporation with a highly visible brand sees laser projections as a unique differentiation in grabbing their customer’s attention. Because a laser beam's unique presence is so different than print, video or other forms of electronic displays, we found in exit surveys where our signs had been installed that customers within those establishments had been noted with a 77 % awareness factor where passersby specifically remembered our DLS system. Even better, we were able to note a product sales lift which could be traced back to our DLS system and their influence on customer purchasing of those advertised products. At the end of the day, it's another sign tool for advertisers to reach their audiences. As a sign system, it's unlimited in what its potential is as a medium of indoor and outdoor advertising signage." 
Screen technology ITrans display
The other forthcoming display technology is being introduced by Screen Technology, (Cambridge, UK) who has created a high resolution and scalable LCD display system comparable to video walls. This new display process offers a series of stackable modular sign cabinets that allows its final screen face to appear as a single "seamless" large format display. Currently very large scale seamless screens are represented through front or rear video projection that works best under controlled (indoor) ambient light conditions. An alternative to video projections is LED video screens which are very bright and also present a high definition image. However, when viewed closed up, LED screen images become distorted with a very pixilated look. Another determent of LED screens is over time some LEDs dim quicker than others causing uneven screen brightness which differentiates the various LED tiles making up the full sign face. The separations between the LED screen tiles are known as mullions, which in an ideal screen set-up would be invisible. These LED artifacts are the challenges that Screen Technology has designed against. 
Screen Technology's display system known as ITrans fills in the viewing/advertising gaps that exist between the close-up viewing of LCD/plasma and the far distance viewing of LED video screens. Often, electronic displays are placed in malls, transit terminals, and hotel environments where pedestrians can see the screens at varying distances as they pass by them. The strategy is to create a high resolution electronic display that works both close up in a viewing mode (at two meters), and in a far away mode (from at least at 52 meters).