What role do you see holograms and/or virtual reality playing in the future of digital signage content?
The key to effective digital signage is in grabbing the attention of the target individual so that they view the content. This is commonly accomplished today through the use of color, light levels, sound and movement on our digital displays, but there are several vendors now offering new alternatives such as 3D, holograms and virtual reality. Like movement and sound, these are primarily attention grabbers due to the uniqueness of the special effects, but I’m not yet convinced that they are driving the content message. I, for one, have seen several of these displays in convention halls and while I definitely remember the effect, I can’t say I truly recall the content or advertisement being messaged. In many cases, that’s probably okay where the target content is a specific item such as shoes, a toy, a beverage or some other piece of merchandise where extended recall isn’t necessary and time to purchase is short. However, it could be a problem for brands initially, when the “wow effect” is overshadowing the marketing message. I do think there will be a time in the not-too-distant future when 3D and holograms are fairly normal to see every day, and at that point, the brand or message might be more easily retained. VR or AR might be a little further off because of the devices required to view. This is a lot like how 3D has been where glasses are required. The advancement of glasses-free 3D is allowing this technology to become more common since there is no extra device needed to view. Perhaps AR will get to a similar place.