As the virtualization of the real world continues and brand experiences evolve into the expanse of the metaverse, Jeff Barnes, EVP of Creative Development, Light Field Lab, explores how there is an untapped opportunity to curate more engaging and immersive content for out-of-home advertising (OOH) with true holographic display technology.Â
The metaverse is driving technology leaders to capitalize on an estimated $800 billion market opportunityOpens a new window . At the front of this curve, one of the most striking ways to improve the impact of marketing is the jump from 2D displays to 3D holographic experiences.Â
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How Holograph Technology Will Elevate Marketing
As the metaverse continues to unfold, the following are three ways that the next generation of object-based holographic display technology will enhance marketing and allow consumers to enjoy content without the confines of headgear:
- Eye-Popping Digital Signage that Immerses Customers: Digital signage has proven to be a great way to capture customer interest. However, as our society becomes increasingly more digital, advertisers have entered a new era of innovation where recreating real objects and experiences is at the root of content creation. In the race to win consumers’ attention, integrating dramatic 3D holographic displays will help brands stand out from the crowd, providing a new level of immersion to make people stop, stare and retain. Implementing new and interactive technology into a business’ marketing model is critical. People are consumed by 2D digital displays like tablets and mobile devices that distract us from the real world, compelling our attention even when we aren’t using them. Imagine looking up at a billboard where a larger-than-life sneaker comes to life in mid-air, showing every angle and side of the shoe while escaping the screen and merging with reality. Holographic displays will transform traditional billboards into visual playgrounds for brands to not only sell goods and services but attract and retain new customers. Â
- Transforming the Shopping Experience with Interactive Retail: There’s no doubt that the onset of the pandemic rewrote the rules of retail. In particular, physical stores witnessed the most disruption due to the sudden shifts in the past couple of years, causing businesses to look at new and different ways to enhance in-store shopping experiences. Beyond 3D digital signage of sales and promotions, retailers can use holograms to display their products, perhaps even removing the need for shelving space, mannequins and racks. To ensure a frictionless shopping experience, retailers will be able to integrate self-service kiosks where customers can interact with a holographic product, adding a whole new level of engagement that could ultimately lead to increased sales. Studies show that consumers are willing to pay as much as 60 percent more for products displayed as real objectsOpens a new window compared to flat, 2D representations. Customer shopping habits will continue to change, and eCommerce will continue to boom. To stay ahead of the curve, retailers and brick and mortar stores must consider integrating advanced display technologies to provide a more personalized and memorable experience that continues to drive foot traffic into stores.
- Transforming Retail Signage into “Retail-tainmentâ€: Store-front advertisements and the latest SKUs are no longer enough for many retailers. “Retail-tainment†such as pop-up experiences and brand activations in the form of events or installations have taken the lead in turning retail environments into content opportunities. Advertising has become the product, and the evolution of 3D technology holds untapped potential in creating immersive, non-invasive retail activations. With holographic display technology and interactive sensory technology, store spaces will be transformed into a visual feast of immersive experiences for customers to interact with mascots, ambassadors, themed environments, and more in real-time. This interactive, 3D object-based advertising will further engage the consumer for an entirely new customer experience.
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Future Projections
The future of digital signage and marketing activations will leave 2D displays and flat screens behind in favor of interactive screenless 3D experiences. It’s an exciting time for brands and advertising with the evolution of the metaverse and the advent of holographic technologies that elevate the OOH ecosystem to a state of true immersion. Enabling viewers to experience digital objects within a physical space using true holographic technology such as SolidLightâ„¢, essentially merging the physical and digital realms, allows for a truly immersive customer experience limited to science fiction until now.
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