Holographic glasses-free 3D displays are next evolution of digital signage solutions
Holographic glasses-free 3D digital signage might seem futuristic, but the technology delivers unparalleled communication with visual display technology that resonates with consumer expectations of transformed retail experiences.
In the 1950’s and 1960’s, consumers were exposed to roughly 400 advertising messages each day. By the ’70’s that number ticked up to as many as 2,000. Today, the number of media outlets has exploded with an average daily exposure, according to a Yankelovich study, ranging anywhere from 5,000 to 20,000 exposures.
It’s no wonder that consumers have become desensitized to advertising messages. Breaking through the ad clutter is a huge challenge for retailers and their brand partners, particularly since the goal of advertising is to emotionally engage consumers sufficiently to prompt them to action. The competition for consumer engagement is fierce and it is more important than ever to find ways to make meaningful connections with consumers, particularly at point of purchase.
Today’s brick-and-mortar retailers are looking for innovative ways to deepen engagement in-store. Research has revealed that today’s customers not only want to be informed but, as in the case of millennials, are looking for shopping experiences that are memorable and experiential, while younger consumers (Gen Z) are more likely to go out of their way to shop at stores that make shopping experiences fun and different.
Industry analysts have predicted that retailers who are able to adapt to this shift in consumer attitudes by providing exceptional experiences and meaningful value within in-store environments will emerge as category leaders.
Part of the challenge in physical stores is to get consumers to look up from their phones, which have become the consumers’ default screen. That means creating in-store creative that is eye-catching, and visually interesting so they stop in their tracks to engage with the content. Well, it makes you think – what if that content could literally leap out of the screen to draw a shopper’s attention and captivate them?
You’re probably thinking — “sure, but that’s impossible!” Actually, the next evolution in digital signage technology is already here. It’s holographic, cost effective, and can provide 3D video that “pops” off the screen without requiring glasses or headsets. Consumers instantly and automatically have depth perception and store owners win because they can deliver immersive content without thinking twice about VR or AR tech which can be a headache to deploy – figuratively and literally.
Glasses-free 3D technology has advanced incredibly over the years and has become a key display choice in theme parks for delivering high impact visual effects to millions of consumers each year. The tech is battle-hardened, and it makes sense that it evolved here with attractions first. The reasons are many and include a smaller footprint to create illusions as well as the reduced operational costs of managing experiences with 3D glasses or headsets. Creative agencies are leveraging this technology for trade shows, events, and experiential campaigns because of the tech’s show-stopping effects and immersive story-telling capabilities – with content popping out of the display by several feet it’s simply easier to capture your target audience on the go.
Content creation for glasses-free 3D displays and producing holographic effects has been democratized. While it does require some specific software tools and light training – on the first day creators can already start producing 3D experiences that unleash their imaginations in a new dimension.
Visual merchandisers for example, can create head-turning immersive showcases of their products to optimize sales and easily manage all the 3D content across a chain. The output is highly compatible these days with Mpeg4 3D videos formatted to play across most content management systems or integrated with the latest retail media networks.
Holographic glasses-free 3D technology is available in a variety of display sizes from hand-held tablets up to 100″ in both portrait and landscape formats. This includes sizes that will work in-aisle, on endcaps, front-of-store, and in window displays. Encouragingly, research has shown that messages delivered in-store via holographic 3D screens increase shopper attention levels by 2,000% compared to 2D, which ensures greater message retention (up to +300% increase in unaided recall) and leads to higher sales conversion (180% for brands in the study).
The” wow” factor of 3D cannot be understated for brands looking to refresh their digital experience. Projects like the Sphere have set a new visual bar for consumers that are expecting more in the way of AV eye-candy — but the results of campaigns running in 3D also demonstrate a manageable premium on a cost per screen basis that will be offset by the ability to deliver more impactful content that delivers extraordinary attention levels again and again. All of this translates to higher premiums for in-store advertising inventory (and higher ROI) because it will deliver greater sales lift. Another halo-effect is the lift 2D advertisers can expect by running their ads after a 3D ad — consumers will naturally stay-tuned in to see the next 3D ad.
Early adopters of in-store holographic screens will therefore earn an even greater premium due to market supply and demand driven by CPG brands advertisers who will prioritize this type of inventory due to its greater impact and effectiveness. Furthermore, programmatic systems are expected to be able to support these 3D formats providing additional sales opportunities for media beyond internal sponsorship teams.
“Retailtainment” content leveraging glasses-free 3D is likely to help convert occasional shoppers into regular customers and contribute to customer retention, particularly among Millennials and Gen Z, the latter having grown up as “digital natives.” According to Nielsen, together both cohorts represent 47.5% of the U.S. population and control 44.3% of available spending power. Gen Z alone represents approximately $143 billion in spending power, and they expect a digitally transformed shopping experience that will surprise and delight them if they are to stay engaged. 3D is sticky and becomes a clever tool for retailers, particularly since Gen Z as a priority cohort to attract and retain due to their anticipated customer lifetime value.
Research also indicates 62% of Gen Zs are attracted to brands they view as “cool or fun.” Per CivicScience, 90% of Gen Z adults (18-24) consume social media and are even heavier users of the medium than the 88% of millennials (25-34) that use social media. This cohort is most likely to share exciting in-store experiences driven by holographic messaging on social media channels, providing brands and retailers with “social-proof” KPI’s and influencer metrics that have far wider exposure beyond the physical store.
Frankly, in-store may be one of the few opportunities for brands to communicate with hard-to-reach members of Gen Z since 65% of them have installed some form of ad-blocking technology, 66% skip online ads whenever they can and 36% will “do something else” while a digital ad is playing.
Holographic glasses-free 3D digital signage might seem futuristic, but the technology has evolved incredibly and delivers unparallel communication with visual display technology that resonates with consumer expectations of transformed retail experiences. The technology is game-changer for retail, QSR, c-stores, pharmacy, hospitality, theme parks, luxury, automotive and any consumer facing-environments where commanding customer attention and elevated sales are paramount.
About Magnetic 3D
Magnetic 3D offers an enterprise-grade platform for delivering “holographic” Glasses-Free 3D Experiences and 3D Digital Signage anywhere via the Company’s industry-leading product line of proprietary 3D display solutions which range from handheld devices to 100” 3D monitors and 3D video walls. Available in both landscape and portrait format, the unique combination of hardware, software and content together enable incredible 3D image and video capabilities that can be visualized without 3D Glasses or VR/AR Headgear.
The experience provides audiences with captivating off-screen “pop”, akin to holographic effects depicted in science fiction films, and the immersive perception of depth on what would otherwise be a flat display. Magnetic 3D’s technology is transformative with deployments across theme parks, hospitality, healthcare, retail, defense, aerospace, gaming, cinema, events, and beyond. For more information visit www.magnetic3D.com.