Hologram is up there with artificial intelligence as one of the most abused terms in tech these days – with all kinds of stuff being labelled as holograms when they’re nothing more than reflections or projections.
Provision has been marketing what it calls 3D holographic media for a bunch of years, and while purists might argue it’s not fully a hologram, it’s a lot closer to holograms than most stuff. Walk into a drug store chain and you might see a kiosk with a motion media piece floating in front of a coupon kiosk, visually and physically detached from any display device.
It’s eye candy. It’s wow factor. But it’s also media that’s making a difference, because they draw eyeballs and pull people over to machines that might otherwise get ignored. They put these things in and coupon redemption rates in the stores went from 1 to 2 percent to 17 percent – across multiple brands, and in the case of the drug store chain, across 500 stores.
I talk to Provision founder and CEO Curt Thornton about his company, the technology and where things are going, including big national rollouts and life-sized 3D holograms.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.