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THE MEDIA NOV_2018 - TMOL

bringing advertising to life with holograms While they may seem like a fancy of the future, and something reminiscent from episodes of Star Trek, holograms are here, and they seem to be the new buzzword when it comes to advertising in international markets. By MICHAEL BRATT. While hologram advertising is still fairly new to the South African market, more and more brands are being pulled towards this type of technology to showcase their offerings. In the out of home arena, holograms deliver an attentiongrabbing solution, which wows people due to their unfamiliarity and ‘coolness’ factor. The various OOH holographic options Holograms, although spoken of as all the same thing, actually come in a vast array of different tech types and designs. “Most of the technology is not truly hologram technology but is projection or LED-based and merely marketed as such,” comments Alasdair Muller, group sales director at The Media Factory. Muller reveals that the most common application, at present, are holograms at point of sale. These are typically three- and four-sided, LCD-based holographic displays where products appear to be floating within a chamber or prism. While they offer full HD quality resolution, with the content being very easy to change, size is an issue as currently the displays are very small. On a larger scale, for use at events and activations, there are several options available. These include 3D holographic mesh, 3D holographic staging, fog screening (the only hologram technology that allows people to walk through it) and holographic projection onto glass or acrylic Perspex using a holographic projection. While size is a major benefit of all of these options, with some able to accommodate 5m by 3m displays, ambient lighting needs to be carefully considered and double checked, because if it is incorrect it will massively affect the viewability of the holograms. P 28 The Media | wagthedog.co.za


THE MEDIA NOV_2018 - TMOL
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