Display buying guide - 10 steps to the right public display

In our display buying guide, we tell you what is important for a professional display.

A digital display is a quite a general term - in this article, we specialise in displays for commercial use. In the guide, we would like to give you an overview of the most important features and functions of public displays, often also known as professional displays. Thanks to their control options and software solutions, you can also use these displays in the professional sector for a wide range of applications that go far beyond conventional TV displays.


Displays should not be confused with monitors or TVs. Monitors are typically smaller displays used in conjunction with a computer. TVs, i.e. televisions, contain a TV tuner. They are not designed for long-term use and lack features for commercial use.

Display application area

The various Public Display product groups offer solutions for different applications. Whether in the conference room, as an information terminal, in reception areas, as a video wall or as outdoor advertising - Public Displays offer flexible installation characteristics. We distinguish between indoor displays, which are used in closed rooms or halls, and outdoor displays, which you can also use outdoors thanks to more brightness and weather resistance. 

In the following, we present the most common areas of application for indoor and outdoor displays.

Conference room

  • Vertical or horizontal installation
  • Touch function enables interactive presentations
  • Multiscreen application for simultaneous display of several screens
  • Integration into the company network and simple control via LAN
  • Often in combination with a height-adjustable display stand for individual customisation

Digital signage

  • Indoor and outdoor solutions, e.g. POS use (Point of Sale), in public places, in shopping centres 
  • Adaptation of the content to suit the target group 
  • Content can be changed quickly and without additional costs 
  • Digital advertising can influence purchase decisions 
  • Moving content, e.g. in museums, has a more lively effect

Touch displays

  • POS use (Point of Sale), in building or supermarkets
  • Pressure sensitivity - capacitive surface for easy operation
  • Infrared touch (IR touchscreen) works without direct contact
  • Touch control built in or retrofit with optional overlay
  • Easy to use Interactivity ensures better collaboration and higher efficiency

Videowall displays

  • Shopping centres, trade fairs or events
  • Connection of several displays results in a video wall
  • Arbitrarily large image diagonals and arrangements possible
  • Narrow frame is a basic requirement - minimizing gaps between the image areas 
  • Correct connection between video wall displays is crucial for simulating edge-free transitions

Infoterminal displays

  • POS / POI applications, museums or public places
  • Offer easy-to-understand information about different places / products
  • Potential to save on staff costs
  • With special touch technology, the display reacts to fingers, pens or even gloves
  • Often equipped with content management system and sold with a matching base

Outdoor displays

  • Outdoor use (public transport, train stations, stadiums, etc.)
  • Weatherproof and insensitive even to fluctuating temperatures
  • Dust and splash water protection
  • Protection against UV radiation
  • Often specially manufactured housing that makes the display even more insensitive
  • Surfaces for protection against vandalism

Display technology

Professional displays mainly work with LCD technology. Plasma technology used to be considered superior to LCD in terms of price-performance ratio and quality, but has now almost completely disappeared from the market. Compared to LCD, plasma was too expensive and also consumed more electricity. In the future, OLED technology could also play a greater role if the price level drops. One advantage compared to LCD panels is the high picture quality - because every single pixel lights up, the result is an even, homogeneous and high-contrast picture. 

In the following, we present the LCD and OLED display technology in detail.

LCD - Liquid Crystal Display

LCD technology is the most common type of public display. LC displays (Liquid Crystal Display) create their images with the help of liquid crystals that are illuminated by fluorescent tubes. Nowadays, most displays work with LED lighting, so that instead of fluorescent tubes, light-emitting diodes now illuminate the liquid crystals. Basically, we distinguish between two different types of LED lighting: edge LED or LED backlight.

LCD display technology

With edge LED displays, the LEDs are only mounted on the edges. Mirrors ensure that the entire surface of the display is illuminated. 

In displays with LED backlighting, several small light-emitting diodes illuminate the screen over a large area.



  • Brightness of up to 6,000 cd/m²
  • High resolutions up to 8K (detail)
  • Low power consumption
  • Good brightness and contrast values even in bright environments
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  • No saturated black possible
  • Image hangs during fast movements
LCD is the most widely used technology for public displays!

OLED - Organic Light Emitting Diodes

So far, OLED technology has not been widely used for displays. Unlike LC displays, OLED displays do not need a backlight.

OLED display technology

The organic light-emitting diodes are self-luminous. OLED screens consist of a single layer of organic substances that light up when voltage is applied. The current intensity regulates the brightness.



  • Energy saving (hardly any waste heat)
  • Higher contrasts
  • Dynamic colours
  • Wide viewing angle
  • Fast response time
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  • Service life of light-emitting diodes partly problematic
  • Price-intensive
OLED is a display technology that is still rarely used. If the price drops to a lower level, OLED displays are a forward-looking option.

Display brightness

If you want to use your Professional Display in the conference room and for interactive applications, up to 500 cd/m² is sufficient so that the user is not dazzled when working on the display. For video wall solutions, the light output of your display should be between 500 and 1000 cd/m².

For an outdoor display, a brightness of up to 3000 cd/m² is possible. The luminosity of a normal TV is around 350 cd/m², so using one of these in a window display for  advertising will give low quality results.

For individual signage solutions in different environments, the required brightness can vary depending on the lighting and the incidence of light. A brighter display can be dimmed - so if in doubt, opt for a brighter display with a dimming function. Below you will find an overview of the required light output in various applications. If you are still unsure or have questions, our experts will be happy to advise you on the suitable luminosity and much more.

approx. 350-450 cd/m²Rooms with controllable lighting conditions
from 500 cd/m²Normal ambient lighting conditions
approx. 700 cd/m²High ambient light, but no direct sunlight (e.g. reception hall)
from 700 cd/m²Very bright environment, direct sunlight (shop window, outdoor)


The required luminosity depends on the ambient brightness!

Display resolution

The resolution describes the number of pixels that create the image. The higher the pixel density, the sharper the image. For public displays up to 70 inches, a Full HD resolution (1920 x 1080 pixels) is usually sufficient. Full HD models from 75 inches usually do not have a touch surface. If you want to go for more interactivity with a touch display, you should prefer an Ultra HD resolution. The term UHD is often used synonymously with 4K. Ultra HD, however, is the generic term for all resolutions with a very high pixel count. This includes Quad HD (3840 x 2160), i.e. 4 times the Full HD resolution, and 4K (4096 x 2160). 

With a 4K display, you should make sure that the connected PC offers sufficient performance reserves for a smooth 4K display. In the following, we present a comparison of the most common resolutions:


Displays up to 70 inches: Full HD 

Displays over 70 inches: UHD (forward-looking investment)

Display format

The required format for your display is determined by the resolution. Since the Full HD resolution and the UHD or 4K resolution are most widely used for displays, the most common aspect ratio is 16:9. For special projections, for example, the landscape format is suitable.

The most common format for professional displays is 16:9.

Display Operating time

Most product groups offer you 12/7 (12h per 7 days) or 16/7 (16h per 7 days) use, so they can easily be used for several hours a day. Some models are even suitable for 24/7 continuous use, so you can use these displays around the clock. This is interesting for use in shops, for example, if the display is also to play content on public holidays.

24/7 - deployment around the clock 

16/7 - Deployment beyond one working day 

12/7 - deployment during business hours

Display features

Display connections

The most common display connections include HDMIDVIDisplayPort and VGA. The most common is the HDMI port. With a 4K display, one HDMI port is usually designed for the feed of 4K content. This is then marked separately. For a 4K feed, the HDMI input must support the HDCP2.2 standard, which is the case with the separately marked connections. 

In addition to the connections for image feed, USB ports (type A and B), 3.5 mm jack for audio feed as well as LAN ports and RS232 interfaces for integration into control systems and internet access are usually available. Some displays also offer a WLAN function (integrated or optional).


Display equipment

Digital Signage

For digital signage use, you need digital signage software to create and control the content on the display.


With a digital signage player, you can play various contents permanently on a display. You can set up different intervals or playback sequences to display the content according to your requirements. The digital signage player is available as an integrated solution (e.g. Samsung's SOC system) or as an external variant comparable to a media player.

Digital signage software + player, mini PCs and HDBaseT as advanced public display accessory solutions!

Another trend in the digital signage sector is HDBaseT solutions for public displays. These enable secure content transmission using a single network cable, especially for signal transmission distances of up to 100 metres.

Mounting systems

Display wall mount

In most cases, displays are mounted on the wall, which makes it easy to integrate them into the room image. In other applications, the display is to be mounted on the ceiling. Even for special requirements, such as use on sloping ceilings, there are practical ceiling mounts.

To protect your display from external influences such as dust or rain, we also offer display cases.

Display stand

In addition to stands for permanent installation, there are also mobile stands for displays. Trolleys, for example, offer maximum flexibility for installation, e.g. in department stores or in front of sales shelves.

Height-adjustable systems such as the mobile celexon Expert electrically height-adjustable display trolley are particularly popular for touch displays. They offer the helpful function that different people can conveniently adjust the display to their height at the touch of a button.

Wall brackets, ceiling brackets, stands and trolleys simplify assembly and use of the display!


Display speakers provide the right sound for your image. They can be installed directly on the display and are particularly useful for use at the point of sale, as they are much more space-saving than free-standing speakers. A touch display for a school or conference room solution often offers integrated speakers that provide an appealing sound.

On to the display search!

Have we been able to give you an understanding of the most important selection options and criteria in our display buying guide? If you now know which features your public display should have, you will find display solutions for a wide range of applications in our shop.

Our experts will be happy to advise you on the optimal display for your individual application. We hope you enjoy your Professional Display!

If you are of the opinion that a projector and projector screen combination is more suitable for your project, we will also be happy to advise you on these options. In our projector buying guide and our screen buying guide you will find all the important information you need to find your projection solution

Tobias Berg and Oliver Stenzel - contact persons in Purchasing and Sales - write on glass pane

Do you still have questions?

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