Hologram and 5G technologies have the potential to revolutionise advertising, allowing a more engaging and exciting way of marketing.

Holographic technology has always seemed too futuristic to ever exist outside movies and games. However, the tech has advanced much farther than most people think and the market for this tech is booming. The global hologram market is expected to grow to $4.48 billion by 2024, growing at a compound annual growth rate of 13 per cent. Even though millennials and Gen-Z still haven’t stopped shopping in physical stores, due to a decrease in the frequency of shopping in physical stores by these generations holographic and other cutting-tech solutions can transform brick-and-mortar stores into a high-tech shopping experience.

Mobile operators introduce holographic interviews

The next-generation wireless technology, 5G, is one of the key emerging cutting-edge technologies that is about to change the way data is handled. The Europe 5G infrastructure industry is expected to reach $27.74 billion by 2026, growing at a compound annual growth rate of 96.2 per cent. The market growth is driven by numerous factors such as increasing demand for high-speed networks that support the ever-growing number of connected devices. While there are still concerns regarding the cutting-edge tech, companies have already started to introduce it to the public.

AT&T, an American multinational conglomerate holding company, and third-party providers installed and used AT&T’s highest-speed 5G technologies inside “the NBA’s pandemic ‘bubble ‘ ”of game and studio facilities in Orlando, Florida, to conduct holographic interviews. Besides being pretty young, the tech shows immense potential, as Jay Cary, AT&T’s VP of 5G Product and Innovation, pointed out.

“Halfway through the broadcasts, we started calling it AT&T 5G HoloVision as a name we want to trademark and use because we do think there’s something to this capability that is unique.”

Lifelike interviews are just a hint of what holographic technology can offer in future. 5G allows greater internet speeds, ensuring less delay in data transmission. This is important for this type of immersive interaction as well as for broadcasting immersive advertising content. 

Holographic ads deliver engaging content

A London-based holographic tech firm called HYPERVSN, founded by Kiryl Chykeyuk and Artem Stavenka, is already being hailed as the future of advertising. With high-profile clients such as Coca-Cola, Adidas, and Walmart outlets in the UK and Mexico, where customers had an opportunity to interact with a holographic Halloween pumpkin. Fiaz Sadiq, the head of the channel at HYPERVSN’s parent company Ikonic, says that the company realised that both business and consumers were searching for more engaging content. “Brands were looking for something really engaging so we developed something which jumps out at you and grabs your attention. It’s where the advertising market is headed. HYPERVSN developed a solution that jumps out and grabs attention. “People remember the visual, the brand, the story – and that brings more revenue. Through the IoT (Internet of Things) we’ve seen that more customers are searching the website for a product or service when they’ve seen it displayed,” Sadiq emphasises. Not everyone is ready to accept the new more tech to be anything more than just an expensive gimmick, but Coca-Cola found that using HYPERVSN advertising in Mexico led to a 12 per cent increase in sales. It’s also shown that these ads attract attention as 90 per cent of shoppers stopped and looked at the ad for at least 15 seconds. 

The latest news coming from the company is new holographic digital signage solutions for socially distanced retailing, Covid-19 content including public safety recommendations by the World Health Organization (WHO), and even holographic doctors. “The WHO Director-General keeps recognising the challenge of communicating complex science about a new virus in real time. New HYPERVSN solutions are able to facilitate that and contribute to effective public safety messaging,” said Stavenka.

Another company that turned to holographic technology was Puma, one of the world’s renowned sportswear manufacturers. To celebrate the launch of their new basketball sneaker, the Sky Dreamer, they “tapped Havas Media to develop innovative and disruptive media techniques for the launch of the Sky Dreamer, a key new silhouette of the PUMA Hoops product family. We wanted to reach fans in a unique way that was personalized and relevant,” explained Ann Unger, head of marketing communications at PUMA.

Gaming arenas could be a go-to place for marketers

With millions playing video games, it’s only logical that forward-thinking marketers tap into the virtual world and place ads there. The gaming world has become a new place where both younger and more mature people gather to play their favourite video games while socialising. This makes it  “an ideal, clean format in which ads can be impactful as opposed to getting lost and scrolled past in a never-ending social feed,” explains Itamar Benedy, chief executive officer of Anzu, an in-game advertising platform.

“Hardcore gamers, if they are used to paying $60-plus for a videogame, they may not feel aligned with an ad-supported experience,” noted John Frelinghuysen, managing director of consulting firm L.E.K. Consulting. “But as you move down to midcore or casual-level gamers, playing free games or games on subscription services, we think the market is much more ready for that.” However, it’s not only placing an ad just because you can. It’s important to present ads gamers might enjoy watching, too.

“The most fundamental piece is we have to create an ad experience that gamers accept,” said Dave Morgan, chief executive and founder of Simulmedia, a New York-based TV ad platform. “Maybe they won’t love it, but at least they can say, ‘Yeah, for a couple of points or a battle shield, I’ll watch the ad’.”

Cutting-edge tech tailors the future of advertising

While hologram technology is still in its infancy and there’s a long way to go before it shows its full potential, 5G is already here. An ever-growing number of smart devices exchanging unimaginable amounts of data does require hyperfast data exchange that 5G and, in the future, more advanced mobile networks. Both are huge game-changers in many industries, having the power to significantly impact our daily lives. The potential applications are near endless, and we’re excited to see how the future of advertising will look like.