3D digital advertising

3D digital advertising will shake up the digital signage industry

Digital signage is making some important and impressive technological steps. From 8k resolutions to multi-point touch interactivity for education and retail environments, large format display specifications are ever-advancing. Yet 3D digital advertising is a giant leap as opposed to an incremental advance. It’s a new technology propelling digital signage into a new and exciting field, and promises to shake up the advertising and digital signage industries forevermore.

Why? Because glasses-free 3D digital advertising is a unique experience, in as much that it’s unavailable to audiences anywhere else other than in the retail environment at present. The public is used to touch sensitive screens everywhere from smartphones to ticket machines – but 3D display projection is a new experience entirely.

“I always say that our technology stands out like a 21st century neon sign,” said Tom Zerega, founder and CEO of Magnetic 3D, prior to demoing the company’s technology at the recent National Retail Federation convention in New York. “By providing stunning visuals that appear to pop out of the screen, our glasses-free 3D displays get consumers to spend significantly more time in front of a given product and help convert them into buyers, as evidenced by over 100 per cent uplift in sales during previous campaigns.”

Companies providing both hardware and software solutions for the retail and consumer environments are joining Magnetic 3D. Stream TV Networks was at CES 2016, showing off its Ultra-D proprietary hardware and software solution that enables users to watch content in fully adjustable 4K glasses-free 3D. Demoing the tech on a nine-screen video wall, CEO Mathu Rajan claimed that StreamTV Networks software can take existing content and prepare it for glasses-free 3D, dramatically reducing the implementation cost for retailers in the digital display and signage markets.

Ultra-D screens deliver 3D without the need for glasses
Ultra-D screens deliver 3D without the need for active or inactive glasses

Producing innovative and engaging content for 3D digital advertising isn’t as complicated as you might assume. Cxense, a Norwegian-based software and data analytics specialist, has found success in producing native 3D advertising that replaces traditional display ads on publishers’ websites. Using HTML rather than any propriety software enables quick, universal deployment of these display ads across all devices and screens. While the company is mainly focusing in browser at present, the promise of glasses-free 3D for the large format display and digital signage market is a key growth area.

Stream TV can apply its 3D algorithm to existing content
Stream TV can apply its 3D algorithm to existing non-3D content

For consumers, the attraction is obvious. Glasses-free 3D digital display advertising and signage offers a unique experience, which engages audiences well above traditional levels. Holographic and 3D projection display campaigns like Nike’s Free 5.0 launch in Amsterdam, produced by JCDecaux Innovate, were literally stopping audiences in the street – and there can be no firmer endorsement than that.

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