Ask the Board – June 6, 2016 | MARCOS TERENZIO


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

The future of Millennial brand engagement
Millennials are entering an important life stage for brands, as this segment of the population is starting to build wealth while driving potential sales growth in financial products and services. The Millennial population is now 7 percent larger than their Boomer predecessors, with more than 79 million consumers versus Boomers at 76 million. Although by 2030, the Millennial population will have declined slightly to 78 million, it will have distanced itself quite significantly from the declining Boomer generation, with an estimated 56 million consumers by that date. The Millennial generation is the first cohort where social media and online technologies form an integral part of how they interact with society and friends, from the wisdom of communities, crowd-sourcing and DIY culture. Millennials also see themselves at the center of self-created digital networks through the use of selfies, blogs and sharing their everyday life online, with 55 percent indicating they have posted a “selfie” on a social media site (Pew Research 2014).

Creating a branded experience for Millennials
Millennials are open to new technologies and view them as effective tools in helping them make their purchase decisions. Millennial needs relate to the use of technology and key brand experiences. As such, when organizations are considering engaging with Millennials as part of a branded experience, they should take into consideration the following factors:

Millennials are open to new innovative approaches that:
Are mobile and laptop-friendly
Allow for the use of social media for sharing or research
Offer easy access to online reviews and retailers’ websites
Allow experiences to be shared with friends
Provide them with control and the ability to contribute

Brand experiences need to be:
Rewarding – this can be through recognition or loyalty programs
Memorable, which supports their need to share experiences (the more memorable, the more it’s share worthy)
Educational – needs to teach them something new

Brand experience technologies need to consider:
Virtual demonstration areas that can be viewed with 3D glasses
The ability of receiving personalized messages on smartphones
Digital shelf signs identifying social media comments
Virtual fitting rooms
Large-panel digital signs that communicate offers

Immersive technologies that have a significant impact on the purchase process:
Interactive in-store touchscreens
Video conferencing
3D video presentations

Augmented reality apps have their purpose for:
Visualizing a solution in a real-world context or providing more in-depth information around a sense of discovery. For example, how about the ability to experience an environment before visiting or experience a product before purchasing, such as bars and restaurants, grocery, health and beauty care products, and travel experiences.
Millennials will continue to adapt their behaviors to the newest technology, providing a strong platform to test and evaluate new immersive technologies. Irrespective of the type of immersive technology, Millennials are looking for tools to help them make better buying decisions through sounder knowledge, third-party endorsements and knowledge- based tools such as online and interactive technologies. The ultimate goal of Millennials is to leverage these new technologies and experiences in ways that are more memorable, can be shared with friends and allow them to learn new things.

To read an entire study on this, please go to:

About Author

Vice President, Creative & Strategy
iGotcha Media

Content Council

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