HOLOGRAM, ILLUSIONARY

Hologram, the keyword where DOOH must focus on

There was a notable scene in the movie Star Wars: Episode IV directed by George Lucas in 1977. In this movie, robot R2D2 showed a hologram to Luke Skywalker which showed princess Leia's call for help. After that, many movies have adopted hologram technology for a display and it has become a next generation's display. Generally, the hologram is technology that allows the light scattered from an object to be recorded and later reconstructed so that it appears as if the object is in the same position relative to the recording medium because it was when recorded. Hologram has been an ultimate purpose for hardware developers and media planners.
Nowadays, 3D, hologram, AR (Augment Reality), VR (Virtual Reality) and MR (Mixed Reality) which poured out from everywhere in digital media or entertainment field become hot issue. They are also unmissable items in field of advertisement, especially in DOOH.
Hologram was used in limited area in the past. It was sometimes used to be taken a part in exhibition or science museum. But nowadays it plays pivotal role under the name of UX (User eXperience). Contactless interface realization could be available by X-axis, in other words by using motion capture from existing touch screen interface. This is an advanced input/output system which allows gestures to projected virtual image to control.
Communications through the contactless motion recognition for signage recognition will be enhanced through voice or face recognition in the future. Various displays enable the hologram to be more valuable. But to make an image, hologram must be made by the refraction of lighting from LCD panel, projector or laser. But artificial lighting adjustment is scientifically impossible, so it is the key to diversify reflective materials for hologram media plans. Products like mobile phones or notebooks applying to projected images in transparent space got good feedbacks from famous exhibitions like CES. This can be understood in the same context like telematics system or HUD (Head-up Display) system which is leading IT technologies in automobile manufacturing.
These days, hologram on a transparent screen is popular in events such as performances or launching of new products. In overseas, sometime a virtual speaker used to be invited in hologram to CEO's presentation, and in domestic, holograms are shown in mobile phone launching event or samulnori (Korean traditional percussion quartet) where real and virtual musicians play the music together. As organizations under the government are announcing content promotion policies of VR support, so aggressive movement from related companies are highly expected.
AR also can be generated through displays of PC or DOOH display by taking images through smart phone or web camera. Anything can be a medium and the medium becomes a message itself. Hologram leads media planners who always seek for media creatives to make something out of nothing.

Hologram which gives illusionary experience and seems like virtual images in the air is widely used in events and promotions. Especially in DOOH, UX (User eXperience)'s importance based on digital signage is getting larger, and hologram is going to be the most attractive display signage for 3D generation.

UNIVERSITY CAMPUS

Refined, but mild digilog emotion

A campaign has started in collaboration with enterprises and universities as a part of Clean Campus & Information Business for years and it gets good feedbacks from students. The purpose of his project is to integrate previously massy leaflets, hand-written posters, banners in campus into digital signage. It gives a chance of new digital marketing tools to enterprises while universities solve beautification and information business at a same time.
What things to be considered are if digital signage can replace all existing signs to make everyone accept it. To replace hand-written posters to digital signage depends on how to treat digilog emotion into digital signage. If digital signage isn't attracting to students, it means that it fails in its functions of information transference and advertisement exposure.
That's why it is important to develop contents on display while technology of digital signage is being considered. So UNN (University News Network) which is running the digital signage business allots staff inside of campus to collect information and change it to digitalized contents.

Campus, the perfect place for 1+1 marketing

University campus is definitely attractive marketing place for enterprises. Students could be the perfect target for enterprises and they are also bloggers for virus marketing. For enterprises, so to speak, campus is a place to get 1+1 effects.
DOOH (Digital Out of Home) is also speeding up on outdoor advertisement in campus. Kiosks providing brand exposure, internet usages and mobile phones charging is a familiar medium for students.
Nowadays the kiosk is applied a dual display to induce for students to click the advertisement on the display during web surfing.
Besides kiosks, there is all-in-one solution. So called DID (Digital Information Display) has large LCD panel and PC. Full HD contents are provided on divided area on the display and it leads creative media plans. Stable display price for bigger panel and diversity of solutions will cause both developments of hardware and software.

So called campus culture in end of 90's, banners and handwritten posters were every where. After 10 years from that time, now campus culture has changed tremendously. Mobile phones and netbooks are more familiar rather than banners and hand-written posters, and students enjoy the campus life with digital more than analogue.