When everyone has a smartphone in their pocket, DOOH signage and advertising needs to provide immediately accessible information, or completely new experiences, to be relevant or even catch the eye of their intended audience. Realfiction’s Directional Pixel Technology (DPT) is perfectly suited for this, making it possible to for example simultaneously display only arrival or departure related information at an airport depending on where you are going, or create “wow” experiences at exhibitions or high-end boutiques using holographic 3D content. DPT can also be used to deliver differentiated advertisement contents to multiple audiences at the same time, or only in certain directions to avoid driver distraction, multiplying the outreach.
At locations where lots of people are gathered, being able to target more than one audience at the same time with the same digital display/billboard present a huge advantage. This is where DPT’s ability to display multiple 2D or 3D views at the same really shines.
In an airport or train station, it becomes possible to display departure information for people going in one direction, while those coming from the aircrafts/trains gets information on where to book a taxi, find a restroom or enjoy a decent meal. And at a department store, it becomes possible to highlight campaigns for various times such sofas, plants and jackets at the same time for different audiences, maximising display usage and customer satisfaction.
To really stand out in an exhibition hall or a high-end boutique, there is no better way than to treat your audience with holographic 3D experiences. With DPT, potential distributors or buyers can walk around and see a futuristic sports car from different angles, and fashionistas will be thrilled when watching a holographic supermodel doing a presentation of the latest shoes and dresses for the upcoming season.
With its ability to scale up to large TV sizes and beyond, and compatibility with OLED as well as the brightest LCD technology, DPT is perfect also for outdoor digital signage use. With DPT, 2D and holographic 3D experiences can be created that will stand out even in the busiest of high-end streets or music festival settings. Its ability to change the content depending on where a person stands enables next-generation interactive experiences, and the thin form factor allows for putting two DPT displays back-to-back, effectively doubling the usability of an outdoor installation in specific settings.
Advertisement displays near roads, such as at bus stops, are generally not allowed to deliver video content as this could distract drivers. With DPT, it becomes possible to differentiate the content shown based on direction – and thus to show still image ads to drivers while at the same time showing video ads to people at the bus stop. The ads can also be tailored for each audience, such as larger fonts in the driver version to increase readability, while the version aimed at people waiting for the bus contains more details to experience over time.
Directionality can also be very useful in situations where different information is ideal at different distances. One type of message is best experienced from afar and works well at creating attention, whereas more detailed information is more suitable for those viewers closer to the display.
Just like online ads, programmatic out-of-home advertising utilises the ability to change between different ads on digital advertising displays based on certain conditions. This allows for things like changing the ad shown on a street filled with restaurants based on if it is lunch or dinner time, or deliver ads outside of a cinema based on the genre of the next movie to be shown inside.
With DPT, this can be taken to the next level. It becomes possible to show different ads at the same time to people going in different directions, or even use real-time anonymous input from camera sensors to output individual ads with demographic segmentation. This allows for each member of a family to see individually relevant ads at the same time from the same display, which has not previously been possible. In addition to showing a much larger number and more relevant ads per display, this setup can also be used to comply with regulations, such as not showing certain ads to children or adolescents.
Realfiction provides complete licensing packages with everything needed to include its Directional Pixel Technology (DPT) in LCD, OLED and microLED display products. The company is currently pursuing licensing and/or collaboration deals with relevant partners such as display manufacturers, display product providers, and providers of products including displays, in a wide range of relevant industries. To learn more about these opportunities, please contact the Realfiction team.