Want a custom Video Wall? LG’s got it. Now imagine it before you buy it.

NeilNeil Patwardhan

Head of Digital Marketing
LG Electronics USA, Inc. Commercial Displays Division


A question I get asked all the time is quite simply, “What the heck is a video wall?” I’m right there with you. Before I started working for LG, I was clueless as well on the product let alone its usage. But then, something beautiful happened.

I learnt what a video wall is and I started to notice them out in the wild. As I walked through an airport, checked into a hotel or attended a game; they were all there displaying rich content with astonishing clarity. You probably guessed it; they were built by LG.

What is a video wall?

A video wall is essentially a series of video screens in several different formations and configurations that are powered together to display rich content seamlessly. Visually stunning, they are meant to be attention grabbers and drive focused eyeballs.

If the average attention span of a human is eight seconds, then brands use video walls to grab all eight seconds of your time to push forth content and messaging to elicit responses. You need technology from the frontend screens to the backend software to power these messages and LG’s video wall arsenal is quite formidable.

Next time you are at the airport, you might see something like this:



But something was missing.

Video wall configurations are usually always custom and specific to a customer’s space constraints and needs. This requires careful evaluation with accurate measurements before an order is actually placed. It’s hard for LG sales to travel with screens this size to customer meetings to close deals and therein, results in a huge gap between preorder visualization and actual install.

Then we launched the Video Wall Configurator.

What is it?

Simply put, our video wall configurator is an online tool designed to aid sales and customers in “visualizing” their custom configurations and saving them for future use.

This tool allows you to:

  1. Visualize custom video wall configurations in standard environments or upload your own.
  2. Map a chosen configuration accurately with measurements and save it as a blueprint.
  3. Email the blueprint to yourself or directly to your LG sales rep to begin conversations.
  4. Visualize content on your video wall, be it hi-res images or video.
  5. Watch How-To videos to install them.

What does it look like?

URL: http://configurator.lgsolutions.com/


This is a great example of how a strong digital tool can aid and sometimes accelerate the sales process.We are excited to launch this at LG and be the best of breed in winning customers with confidence and integrity. Onward.

Commercial Displays for Security Applications

Enhance security and surveillance operations with LG Commercial Displays

Whether it’s at a typical workstation or in a large command and control center, security and surveillance personnel need to be able to view feeds from multiple cameras and inputs in multiple formats to ensure high efficiency, quick and accurate decisions and a rapid response to protect the public.

LG Commercial Displays can easily integrate with existing video surveillance equipment to enhance viewing and public messaging capabilities, or be used as part of a complete system redesign with virtually any camera protocol and software applications. And unlike consumer-grade displays and monitors, LG Commercial Display products are engineered for long-term reliability with minimal maintenance.

Desktop Surveillance

For desktop workstations, LG’s global best-selling 21:9 UltraWide® Full HD 1080p monitors can eliminate the need for multiple monitors by allowing the user to view numerous video feeds and software applications on a single wide-format screen. UltraWide monitors also feature LG’s In-Plane Switching (IPS) technology, which delivers premium image quality along with wide viewing angles up to 178 degrees. This means that a number of people can view the images simultaneously without having to sit in the dead center of the screen. With IPS, images viewed off-center retain their clarity, contrast and color accuracy.

Some users position two UltraWide curved monitors side-by-side to create a truly immersive experience. We’ve yet to have anyone not be impressed when they see such a setup. And if you want a totally amazing security and surveillance setup, use three 34-inch UltraWide curved monitors side-by-side to create a semi-circular view that surrounds the user. And don’t worry, IPS monitors run considerably cooler than vertical alignment (VA) monitors and are energy efficient as well.

Command and Control Centers

On the other end of the security/surveillance spectrum is the large command and control center. This is an ideal application for large LG video walls such as the award-winning model 55VH7B. With super-narrow bezels (less than 2mm), a wall made with these ENERGY STAR® certified 55-inch IPS panels is easily installed, maintained and managed, and designed for 24/7 operation.

When viewing numerous feeds from different CCTV cameras, a video wall allows security/surveillance personnel to view the images clearly from wherever they might be seated. Operators can interact with the camera feeds by changing the image layout and using specific panels for critical cameras and data sources as the needs unfold. It is also possible to move and resize video images across multiple panels without regard for the extremely thin bezels between screens. Control commands can be distributed over a LAN daisy-chain network.

Emergency Alerts in Small/Medium Sized Businesses

LG SuperSign™ TVs enable a plan of action where small and medium sized businesses can deliver emergency alerts, instructions and updates to visitors and staff throughout their facility even while broadcasting live channels simultaneously. Our SuperSign software suites feature urgent message functions that allow an administrator to select as many as 50 displays and push an alert message over the network to those displays. SuperSign TVs are being used in numerous facilities including restaurants, financial institutions, dental clinics and medical centers, public offices, schools and retail stores.

LG Commercial Displays can be an integral part of any sophisticated security/surveillance system and offer a low total cost of ownership and a high return on investment.

Heating up the ISE with awe-inspiring new LG OLED displays


The 14th ISE (Integrated Systems Europe) expo took place at the RAI Amsterdam, drawing a record 73, 413 registered attendees. Almost 1,200 of the world’s leading AV equipment vendors and service suppliers showcased the latest technology for the digital signage, unified communications, audio, smart building, residential and education sectors. Attendees came from 150 different countries, while almost 600 registered attendees were from the press and media.

LG Electronics created a massive buzz, taking digital signage technology to a whole new level by showcasing advanced LG OLED commercial displays. Innovative products such as the LG OLED Twister—an open-frame display customized with motorized operation to demonstrate its flexibility, plus exquisite LG OLED In-Glass Wallpaper signage and others, will allow European enterprises to provide their customers with a stunning visual experience that’s ideal for advertising, interactive video art, education, hospitality and more.

The LG OLED Twister highlights LG OLED’s inherent advantages. The screen’s self-lighting pixels eliminate the need for backlighting and produce superb images with perfect black, infinite contrast, and incredibly lifelike colors, while providing wider viewing angles than conventional backlit displays. And because open-frame LG OLED technology is ultra-thin and flexible, customers can change the curvature of their installations in either landscape or portrait modes. The curvature of the screen can be changed even after installation, allowing for convex, concave and V- or A-shaped configurations.

The LG OLED In-Glass Wallpaper is absolutely beautiful. Designed with dual-sided ultra-thin LG OLED panels in a glass pane, this new technology is perfect for boutiques, art galleries and other businesses that want to add a sophisticated touch to their interior décor. Available in both standing and hanging versions, LG OLED In-Glass Wallpaper gives businesses the freedom to utilize world-class signage in their space as effectively as possible.

The new LG OLED signage products demonstrate the kind of innovative solutions that today’s B2B customers demand. And LG continues to raise the bar in developing new display technologies for European and global customers who rely on the best tools in the industry to help them succeed.

Check out these videos from ISE 2017

LG OLED Twister

LG OLED In-Glass Wallpaper

Going to DSE?

We’ll be showcasing exciting new technology at Booth # 100. And don’t worry; we’ll pick up your jaw after it drops.

Registration is free if you use code DSE100.

How much does bad data cost LG Commercial Displays?


Martin Oberli

Sr. Marketing Intelligence Manager
LG Electronics USA, Inc. Commercial Displays Division


I joined the company a few months ago with the purpose of organizing the information around LG’s commercial displays marketing unit. The principal idea is to gather and consolidate information about customers and leads in order to learn about their behavior and use this information to do more direct, effective and economically efficient marketing.

This objective sounds pretty straightforward, however the devil is in the details. I found that there is a lot of information available at LG’s digital signage business, nonetheless the information lives in different databases and systems. This makes it very impractical and inefficient to act on it for marketing purposes. What’s more, the myriad data received from numerous sources may not be clean, not complete, occasionally not updated and to a certain degree may contain mistakes.

In order to address this situation I got in touch with most of the major Master Data Management (MDM) companies. To my surprise all of them indicated that the data issues that LG’s commercial displays is facing are very common. What surprised me most is the hefty price-tag that these providers are quoting for implementing their solutions.

The latter made me wonder if there was a study that would give some indications of the cost of not having such an MDM solution, where companies keep dealing with disconnected data sources, bad data and outdated information. Having such information would allow me to get a rough estimate on how much “real” added value an MDM solution could potentially provide.

Researching the web I found a Harvard Business Review from September 22, 2016, titled “Bad Data Costs the U.S. $3 Trillion Per Year”. To put this estimate into perspective the United States Gross National Product for 2016 is $16.9 Trillion. This means that bad data costs the US around 18% of its GNP (or GDP).

In other words the estimated cost of bad data for an average company in the US is around 18% of its revenue. Extrapolating this information further to estimate the cost for LG’s commercial displays business, it is reasonable to assume that LG’s “data situation” falls most probably within the national average. Also from a data perspective LG’s digital signage business is mostly related to sales and marketing and therefore not the entire 18% can be related to the cost of bad data.

In order to roughly estimate how much of this number can be reasonably associated to bad data cost, from LG Electronics Financial Information, we get that “Selling & Admin Expense” accounts for 20.7%, which is probably a reasonable approximation to take. This means that 3.8% (20.7% out of 18%) of LG’s commercial displays revenue is the approximate cost of bad data and disconnected information.

An additional fine-tune for assessing the cost for only the marketing team, can be roughly estimated in relation to the number of people. If the marketing team has around 10% of the company’s employees then the cost of bad data would be 0.38% (10% of 3.8%).

At a first glance this percentage number (0.38%) looks insignificant; however when multiplying it by the yearly revenue of the company, the order of magnitude is similar to the cost of an MDM solution. Furthermore, looking it from an added value perspective, the conclusion is that the outcome is positive, especially considering that the clean and linked data will benefit not only the marketing team but also the sales team, managers, call center and others.

Introducing LG’s DICOM compliant medical imaging monitors

In addition to being the largest provider of hospital patient room TVs in the United States, LG is now offering medical imaging monitors. The advanced monitors are designed to improve the accuracy, quality and efficiency of diagnostic procedures in the healthcare field.

The new medical imaging monitors leverage LG’s years of industry leadership and expertise in premium flat-panel display technologies. To ensure accurate and consistent shading for medical images, every grayscale tone is measured and set in compliance with DICOM part 14 guidelines.*

LG’s 8MP Clinical Review Monitor is a 27-inch IPS monitor with 3840 x 2160 resolution designed to increase hospital staff efficiency by enabling streamlined workflows and multitasking. The monitor offers enhanced brightness levels, wide viewing angles, minimal color shift and accurate images. It is also equipped with backlight stabilization technology to ensure stable luminance levels. Dynamic Sync Mode reduces input lag, while Flicker Safe and Reader Mode settings help minimize eye strain – great news for doctors and nurses working long shifts.

LG’s 27-inch 8MP Surgical Monitor was developed for a wide range of uses in the operating theater. The unparalleled clarity of LG’s 8MP UHD panel helps doctors perform technically complex procedures and IPS technology enables multiple professionals to view the monitor from different angles with minimal color shift. With a high brightness of 800 cd/m2, the monitor is ideally suited for bright operating rooms. The front panel is IP35 rated and the back panel is IP32 rated, protecting against dust, water or fluids that may contact it during a surgery.

You can read more about LG’s medical imaging monitors and their advanced features on our website.


DICOM — Digital Imaging and Communications in Medicine — is the international standard for medical images and related information (ISO 12052). It defines the formats for medical images that can be exchanged with the data and quality necessary for clinical use. DICOM is implemented in almost every radiology, cardiology imaging, and radiotherapy device (X-ray, CT, MRI, ultrasound, etc.), and increasingly in devices in other medical domains such as ophthalmology and dentistry. From the emergency department, to cardiac stress testing, to breast cancer detection, DICOM is the standard that makes medical imaging work — for doctors and for patients.

*According to DICOM part 14 guidelines published by the National Electrical Manufacturers Association (NEMA) and the American College of Radiology (ACR).

LG Pro:Centric – A Digital Concierge to Improve the Guest Experience

With LG’s Pro:Centric® hotel data broadcasting platform, hoteliers can customize the guest experience quickly and easily, giving guests a more comfortable, convenient and informative experience in their rooms.

Pro:Centric acts as a digital concierge, greeting guests with a custom-branded interface on their in-room TV. Using the TV’s interactive electronic program guide guests can easily find and enjoy available television programming including premium movie channels, check the weather forecast and review all the hotel amenities.

The Pro:Centric platform includes a wide range of display screen options, is simple to install, easy to use and works seamlessly via a slim and compact Pro:Centric server that requires minimal space in the head-end equipment rack. It enables hoteliers to keep their messages and content fresh by effectively managing and updating content on all TVs remotely, regardless of the number and without the need to visit each guest room.

LG’s Pro:Centric Smart hospitality televisions offer the IP-based integration required to deploy customized services on guest room TVs without the need for set-top boxes. Our platform support of HTML5, Java and Flash programs allows more options for systems integrators to develop rich, interactive applications. With additional features such as display sharing and built-in Wi-Fi, guests can be securely connected to enjoy personal content from their compatible mobile devices on the big TV screen.

To help generate additional business, hoteliers can customize and update electronic billboards to promote amenities and services that benefit their guests. The ability to quickly and easily add or change content creates real savings in printing and distribution costs and enables a real-time presentation of pertinent and valuable information guests will appreciate.

By providing a simple means of access to entertainment and hotel services, LG’s Pro:Centric can improve the guest experience and promote a consistent revenue stream for the property.

Improving the campus experience with digital signage

Last week we reported that improving the customer experience ranked highest in a 2016 survey of retailers by DigitalSignageToday.com.

Let’s look at this from the perspective of higher education. When colleges and universities were asked which applications they favored for digital signage, 100% said ‘campus news and announcements,’ with 78% following with ‘emergency notification messaging.’

Students are certainly familiar with getting information from screens, and digital signage is widely being used even outside the classroom to improve the student/staff/visitor experience. Here are some examples.

At entryways and exits, digital signage can provide wayfinding information to help people navigate around campus without confusion. Touchscreen-enabled displays go a step further in personalization by providing interactive functions.

In dormitories, student centers, faculty lounges, lobbies and other common areas digital signage is very effective for displaying news, weather and university happenings in real time. Here you have a bit more time to attract and hold attention and therefore, gain the most exposure.

Digital signage can help increase event participation. Integrate your university’s calendaring system with your digital signage software and promote events campus-wide. Update event information in one location and all networked displays will show the changes automatically.

Much like with quick-service and fast casual restaurants, digital signage is ideal for campus cafeterias to display menus and daily specials, and promote healthy choices with nutritional information. Menus can be updated and swapped easily with free software such as LG’s SuperSign™.

Small displays placed outside of lecture halls, classrooms and meeting rooms can help ensure everyone finds what they’re looking for on time and sees any schedule updates.

Use digital signage to highlight the local community and generate revenue with third-party advertising. Is there a popular café, eatery or theater in town? Offer to promote them for a reasonable fee. A small business will quickly see the value in advertising their goods and services to a campus full of students.

And in case of emergency, digital signage is a powerful strategy for instant alerts and information. Your emergency announcement could immediately appear on all the networked displays across the campus and provide instructions and updates as they become available.

Death of Simple Digital Marketing. It’s time to talk stacks on stacks on stacks.

NeilNeil Patwardhan

Head of Digital Marketing
LG Electronics USA, Inc. Commercial Displays Division


What happened to us? Going to a website used to be simple. If someone found your website and liked your story or product you were selling, chances are they would get in touch.

Fast forward to 2017 and the WWW is awash with millions and millions of sites all pushing for the same eyeballs. Standing out from the crowd is becoming harder and harder and conversion of those precious visitors to your site has become extremely important. New tools in this space are popping up every day and digital marketers are now faced with a complexity overload syndrome. Beware of shiny new objects in the digital world. What may work for others may not work for your needs.

And so the ideal digital strategy boils down to a few key questions you need to ask:

  1. What are my overall business goals?
  2. How will digital marketing help me achieve those goals?
  3. What technologies/partners do I have already?
  4. What do I need to go get?

Answering all 4 questions will drive you on a journey of digital stack exploration and help you define what the ideal stack should look like for you. We ran the same exercise here at LG and now are on our way to our ideal end state digital stack.

A common question I get asked all the time is “What are the components of an ideal digital stack?”

Every company and business has different needs so there isn’t a perfect answer to the question but there are some key components that should be in yours:

  1. Content Marketing Technology:
    1. Your goal is to get a specific message to a specific audience. It’s one of the building blocks of digital marketing strategy. Content is king and types of content can deliver great value.
  2. Data and Analysis:
    1. Having goals is important, but the ability to analyze data and measure those goals is even more important. Data can point out new opportunities, and show what is and is not working in a digital strategy.
  3. Lead Nurturing Technology:
    1. The ability to track leads, learn about them and get real-time results to make up-to-the-minute decisions is a huge advantage. It can make digital marketing more successful and help bring more money to the company.
  4. CRM:
    1. Customer relationship management (CRM) systems are just what they sound like. They manage all of the data about current and prospective customers. Keep all of this information in one place to make it much easier to handle.
  5. Marketing Automation Tools:
    1. Get help with potentially complex and time-consuming areas like email and social media, as well as internal processes like collaboration, budgeting and workflow.


What we use at LG:

After evaluating our business needs, priorities and architecture, we have our digital stack that enables us to drive more visitors to our site and convert visits to qualified leads (MQL’s).


Our stack has enabled us to:

  1. Increase quality traffic and impressions by nearly 200%YoY FY16 vs FY15.
  2. Increase in MQL’s of 400% YoY FY16 vs FY15

We are far from perfect. We have higher goals to hit in 2017. But through thoughtful understanding and consideration, we are on our way digitally. Vamos LG.