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THE MEDIA NOV_2018 - TMOL

HOLOGRAMS However, Muller disagrees, citing availability, application, execution, scalability and cost as some of the hindrances. He adds, “Advertisers are looking for innovative ideas and opportunities, but they still need to be cost effective and flexible in application, which is where hologram technology has struggled to keep up with the growth of LED, which is in many ways more flexible, easier to scale up and becoming more cost effective. “The question that has always needed to be answered in the hologram space is, ‘How do we scale it up to make it a viable advertising opportunity for advertisers on a large scale and competitive price point?’ … There are different applications for hologram technology which can drastically change the costs associated with it. But it can be an expensive option if you are going with the large format stage projections.” But there is big news looming on the horizon from The Media Factory. The company currently has 50 locations around the country utilising LED fans, and it will imminently be launching the first ever large format hologram advertising network in South Africa. “The Pulse Hologram Network is certainly going to announce holograms to the market and blow the minds of consumers,” says Muller. Why holograms are so attractive Consumers have become harder to reach over the last couple of years, says Segers. “Holograms are so different you are almost guaranteed that consumers will notice not just the technology, but also the content within the hologram… You will captivate your consumer much more, as the technology has still not been seen by many.” Muller concurs, adding, “In today’s crowded digital advertising landscape, consumer attention is a much sought-after currency. Dwell time on ads according to Lumen’s research is on average 1.5 seconds on desktop, 1.25 seconds on mobile and 1.72 and 1.56 seconds on static OOH and digital OOH respectively. So the aim is to capture and hold the viewer’s attention for as long as possible. Holograms certainly grab consumers’ attention and offer the ‘wow’ factor to advertisers.” Constant research and development The good news for advertisers is that holographic advertising, in its current form, will continue to evolve, adding new dimensions and elements. Muller points to future features such as the 3D content being more easily customisable, with sound, touchscreens and gesture control sensors as additional options to make content interactive, while Segers cites the incorporation of Wi-Fi, remotes, and app control as recent developments. He also sees the biggest development coming in the next few months as being the actual size of the units. “Technology has improved so much. Lighting used to be such a huge problem before, as you used to need to be in a completely dark environment to get the effect. Now advances in LED technology allow for backlighting to create daylight-visible imagery,” explains Michael Sacks, founder of 3rd Eye Media. “There’s so much diluted marketing campaigns out there, you really have to try and distinguish yourself and holograms are a great way to capture people’s attention, not just for a split second while they walk past, they actually stop and check out the display,” he adds. Sacks sees bigger and brighter holographic displays as the future, and used with more frequency. P 30 The Media | wagthedog.co.za


THE MEDIA NOV_2018 - TMOL
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