3D Digital Signage
3D Digital Signage
The concept of 3D digital signage has more recently been becoming the topic of conversation in the digital signage industry. With new technology available, the ability for 3D display signage has become a reality. In fact Samsung has announced that they will begin mass producing 3D panels for 3D LED and LCD TV's. This could be just the first step in mass production of equipment needed to make 3D signage easily accessible to companies large and small.
According to research firm DisplaySearch, the 3D display market is currently somewhere around $1 billion, and expected to reach $22 billion by 2018. All of the major technology companies like Samsung and Sony and Phillips are developing displays for 3D viewing, and before too long, it will be as common as flat screen tv's are today.
Recently CBS Outdoor and N4D have teamed up to launch one of the first 3D advertising campaigns that has hit the news waves. Placed in Grand Central Station, one of the busiest places, the display is a 14 foot screen that will play 3D commercials throughout February 2010. N4D estimates that over 1 million viewers will see the 3D screen and the commercials and advertisements that are displayed.
With 3D digital signs, do you have to wear glasses? In the past, special glasses were always required to see 3D animation and movies properly, but, with the development of 3D TV's, the glasses are no longer needed. One technology that provides 3D imagery is called "autostereoscopy", and one can only imagine the visual appeal that this technology brings to any company that chooses to advertise with 3D digital signs. Considering a few common places where digital signage is currently used, adding the 3D would increase the interaction and response by consumers/viewers. Take for instance a grocery store, the products shown on the screen would almost appear in real form right in front of you, add some scents and/or smells, and watch the product sell. In a car dealership, a 3D screen could be used to take viewers on a 3D "virtual" ride through an exotic highway right in front of the same car in the showroom. For outdoor advertising, 3D signs helps put products and services that much closer to consumers in a much more entertaining and catchy way. From just a few examples, one can start to see how the "3D" can effect the viewers experience with a new product or service.
Before adding this type of advertising to the mix a few questions should be asked first to pick the right provider and technology, and this may depend on the solution or provider being evaluated: - How long will the viewer have to watch the screen to see the whole commercial or advertisement? Many people get headaches watching regular TV for too long.
- Squinting, will viewers have to squint to see any of the presentation? Whether it's the display, or the software, no one like to squint.
- How will the 3D experience differ from a 2D experience? Aside from being more attractive, how else will the 3D display benefit your purpose?
- Will the 3D signage be used in a place where safety may be a concern? This may not be a concern in too many situations for marketing and advertising, but people get spooked, would that be an issue?
The experience 3D can bring to the table is sure to increase consumer response, even more than regular digital signage already does. With the market expecting to blossom within the next few years, it won't be that long before we all are exposed to 3D advertising and marketing.
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