The STRATACACHE PrimaSee system  was what appeared to draw most of the attention at the last Digital Signage Expo in Las Vegas. 
So is the display basically an LCD without a black background? Sort of. PrimaSee showcases high-definition, dynamic video advertisements embedded in a see-through glass panel. These translucent promotional videos would correspond with products visible behind the displays, say in a grocer’s freezer aisle, to convey point-of-purchase or point-of-decision brand messages

“Effectively it’s an LCD technology, (but) the base nature of the screen is different than you’d have in a normal LCD, both because of the background and then the color masks and other things that go into translucency,” STRATACACHE CEO, Chris Riegel said. “But in basic prospect, yes, same kind of idea.”

The content for a translucent panel also has to be different, as is the way it is lit, but the technology of the display isn’t the most important aspect of it, he said.

“I think the most important thing is that it shows an example of — if you look at all the digital signage in the show, too much of it is bolt-on, things that you can tell in a retail environment or a customer service environment after the fact,” he said.

“This is a prime example of where the digital signage industry needs to move, which is integrating the digital experience into that consumer experience so that it’s seamless for that customer and helps to transform or change an existing experience. Everybody can understand going to the freezer in the grocery store, going to the cooler at the convenience store. How do I integrate media into that environment … to have digital media help that experience?” (Source: Retailcustomerexperience.com)