Holographic Display Solutions - An Emerging Revolution in Retail Advertising.
As digital conquers the advertising pie – Indian advertising industry expected to reach 76000 Cr by end of 2020 at a 11% growth with the digital segment to reach 17000 Cr growing at 27%. This means that digital advertising at 20% of the pie is all set to overtake print (27% of the pie) and TV (39% of the pie) in a few years. While paid search and online videos along with content and affiliate marketing are well known, an equally important and growing subset of digital is display media.
The global digital signage market which was at 20.8 Bn$ in 2019 is expected to grow to ~30Bn$ by 20204 at a CAGR of 2024. An emerging area within this is of holographic display solutions
This essentially comprises of display technology incorporating LEDs in a variety of display variants like fans, table tops and standees. The hardware is ever evolving and one can liken it to the computer hardware emerging in the early 90s. But it is an exciting area which can traditionally completely upend the standard retail point of Purchase advertising – which usually comprises of retail signages, posters, danglers etc.The use cases across malls, organised events and storefronts is immense.Imagine being able to run a truly segmented campaign across a 1000 storefronts with different offer propositions and incentives and to be actually able to measure the impact of the campaign through walk-ins.
OOH is another space which can be completely upended – Imagine a network of holographic display equipped hoardings with time being sold on them akin to traditional broadcasting media like TV/radio. With ever evolving hardware and linked software platforms to enable content management, design and campaign creation with segmentation ,analytics &ROI measurement capabilities this is a space to watch out. While the Chinese have taken the lead in hardware, there are companies in Europe, US and now in India who are developing a complete media solutions platform around this technology..