Destacado o copete: We may not have the replicants – yet – but there are clear parallels between life today and Deckard’s world as emerging technologies add new layers to the way we interact with the world around us. Digitisation, Artificial Intelligence, Augmented Reality, Virtual Reality and robotics are all making their mark on many aspects of our lives.
As we hurtle towards 2019, the impact of these emerging technologies has the potential to take us much closer to Blade Runner territory in Out-of-Home (OOH) advertising, with the film’s pervading atmosphere of oppression replaced by a sense of excited anticipation at the new and improved opportunities for brands to create ‘other-worldly’ experiences and interactions with consumers on the move.
It is already happening today. The sector is investing in the latest digital screen technology, with the iconic Piccadilly Lights in London recently renovated to replace the original patchwork of screens with a single state-of-the-art 4K LED digital screen that can react to external factors, such as the weather or temperature. By drawing on live data in this way, the traditional reach and engagement of OOH can be augmented with additional contextually-relevant content.
But new technologies are taking this further, changing how people can engage with advertising in physical world. From the end of this month, for example, advertisers will be able to tap into the potential to project large-scale images from the buildings around us to create a digital ‘poster’ that appears to be projected into the sky but is actually only visible in the eye of the beholder. The technology, developed by British start-up Lightvert and backed by Kinetic’s start-up incubator KineticX, is based on ‘persistence of vision effect’, where images are fleetingly visible exclusively to the viewer, so it blends mass reach with personal engagement in a futuristic format.