Companies Still Trying To Mainstream 3D In Digital Signage (Good Luck With That)

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Glasses-free 3D displays is one of those fleetingly cool technologies that just never took off – but there are still companies out there trying to mainstream the tech in digital signage.

A Philadelphia-based firm called Stream TV Networks is working with CMS provider Signagelive and the media player firm IAdea on a blended offer built around Stream TV’s Ultra-D 3D displays.

Stream TV has done some recent public installations in the Taiwan Taoyuan International Airport and at several locations of the Stellar International Cineplex chain of movie theaters in Shanghai and Beijing. It also also says there are high profile locations with strategic partners in Europe in the works.

“Advertisers and network operators see how Ultra-D engages viewers, increases dwell time, and enhances product recall,” reasons Stream TV CEO Mathu Rajan.

I dunno. I’ve seen glasses-free 3D screens in trade show booths for most of the last decade, and rarely – actually never – seen them outside of a convention center exhibit hall. I know it has happened, of course, but the retailers and brands who would seem the prime buying audience for this tech have evidently reacted with a big shrug.

Yes, there is a certain Wow Factor to a set of ski tips damn near poking your eye out when you look at a screen. But it’s a gimmick. The Wow tends to be short-lived. And very, very little 3D material is made outside of Hollywood, and even that seems to be on a big decline. The big TV guys have all but bailed on 3D.

There’s probably a job out there that cracked the creative code and is doing 3D in a way that really works. But looking at this install (pic above) in Taiwan, I really doubt this is it.

 

Dave Haynes

Dave Haynes

Editor/Founder at Sixteen:Nine
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than a decade. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He's based near Toronto.
Dave Haynes

@sixteennine

Decade-old blog about digital signage and related tech, written by industry consultant and shit-disturber Dave Haynes.
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1 Comment

  • Ken Goldberg says:

    The premise (and promise) that the reported higher dwell times would result in premium CPM rates has been proven false over and over. That leaves the network with higher production and operational costs, with nothing to offset them. The technology straight up failed at the consumer level, and has never driven volume at the commercial level. It is cool, but proven not to be disruptive. Yeah, good luck.

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