ASK THE BOARD: Virtual Reality Realism

What role do you see virtual reality and/or holograms playing in the future of digital signage content?
This week’s question is answered by members of the DSE Advisory Board

Read the Answer by Joel Allard

“I don’t see either technology completely replacing the 2D sign (be it print or digital), but their use will evolve and grow as the technology evolves. As the solutions become more simple and stable, they become easier to own and operate.”
Senior Creative Specialist, In-Store Digital – Target

Read the Answer by Len Dudis

“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…”
Corporate Vice President, IT – SeaWorld Parks & Entertainment

Read the Answer by Wade Forst

“The future of digital signage is not bound by a ratio, limited by its duration or even space. It is fueled by predictive modeling and personalized by our behaviors to deliver the most immersive branded experience possible…and it is actionable.”
Senior Director, Emerging Experiences
Razorfish/San Francisco

Read the Answer by Steve Glancey

“The answer to this question is only speculation because I obviously do not know the future. My best guess is that it will play a significant role, eventually. However, I think that we’re still a ways away from this technology hitting…”
Vice President Business Development – ScreenFeed

Read the Answer by Gary Halpin

“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).”
Co-Founder & Managing Member – Agency 225

Read the Answer by Frank McGuinness

“In the not-too-distant future, you could be sitting on a park bench reading on a rather pleasant spring morning. Birds chirp, a nearby fountain rushes and a mix of shadows and sun bounces through the trees. While you thought yourself alone, you hear the nearby voice…”
Integration Consultant – Walt Disney Parks & Resorts

Read the Answer by Bryan Meszaros

“Ironically, this question comes as we are about to execute on our first hologram project! For both VR and holograms, it comes down to the environment and what the application is intended for. We are working with an entertainment attraction client,…”
CEO & Founder – OpenEye

Read the Answer by Jim Nista

“Technologies that require glasses or headsets don’t play well with digital signage. Viewers typically won’t put anything on to engage with content. That said, glasses-free 3D is getting really good. What started as headache-inducing and odd looking graphics on screen is improving…”
CEO – Insteo

Read the Answer by Daniel Orme-Doutre

“VR/Holograms/AR will definitely be a future part of digital signage and display technology. As more wearables and the technology behind them become ubiquitous, the display and CMS technologies will have to address their backend technology code to accommodate. It’s a gold rush now with HoloLens…”
Senior Content Publishing Manager – Microsoft

Read the Answer by Marcos Terenzio

“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,…”
Digital Creative Experience – Shikatani Lacroix Design

Read the Answer by Mark Zwicker

“I think there is an opportunity for holograms and/or virtual reality playing a supporting role in an overall in-store experience. In large part, many of the examples I have seen to date, while visually interesting, don’t really help the consumer on their path to purchase.”
Senior Vice President, Enterprise Business Development – St. Joseph Communications

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