ASK THE BOARD – June 6, 2016 | GARY HALPIN

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What role do you see holograms and/or virtual reality playing in the future of digital signage content?


If the digital signage network is at a theater and Star Wars is coming out, this makes a ton of sense. There is always an impulse to want to use the latest and greatest technology and tools for things (and not just for digital signage). I’ve seen this happen a ton in production, but so many times, it seems like the technology is forced into a situation. As for digital signage networks, the primary goal should be to determine the needs and goals of a network (part of that elusive content strategy), and then the tools to execute that strategy can be figured out. This doesn’t suggest one should automatically discount new tools, as all things should be considered, window shopped and to some extent evaluated on a deeper level, but my advice is to not get too excited by all of this and certainly don’t add it without evaluating whether or not it will help meet your needs and goals.

With that said, I’m sure there are some networks where these tools can work, but next question is, at what cost? We were recently evaluating a digital signage company that is putting 3D touchscreens (and I believe holograms) into drug stores. This is super expensive equipment, and I honestly don’t know why any customer would desire to see a rotating 3D bottle of water or a hologram of a pill they are ordering. Stay focused on the needs and goals!

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