Advertising has become a core component of our daily lives; be it through social media, billboards on the highway you see on the way back home, television, or even Netflix, there is no denying that it has permeated almost all the pores of the digital and traditional media world.
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However, as a particular type of marketing gets used more often, it becomes stale and vaguely familiar, causing most audiences to find themselves almost apathetic to it.
And as almost every marketer ever will tell you: apathy is the one emotion that is considered an absolute detriment to a marketing strategy.
Therefore, most companies around the world have begun investing heavily into research into differentiating their types of marketing — from guerilla marketing to fine-tuning ads to match exact personas — there is no doubt that companies care greatly about technologies that innovate the way a product can be put on display for its potential audience.
It would appear that some incredibly talented and creative individuals over in London and Japan have actualized something that we have only yet seen in movies — anamorphic screen technologies put to use for the sake of marketing a product to a grand audience.
What are anamorphic displays?
Have you ever seen videos that try to trick your eyes into seeing one thing, when in actuality, that entire time you were looking at something completely different?
Akin to these mind-tricks, anamorphic displays are cleverly positioned screens paired in tandem with incredible rendering magic to trick your eyes into seeing what is best described as a full-on 3D rendered object on a screen.
In essence, if you’ve never seen one, imagine what a hologram floating several feet in the sky would look like, except stationary.
That is what an anamorphic display is — it enables anything to appear 3D as if it’s popping out of the screen and into the world itself — and it does this all through the use of screen trickery and clever animations.
Currently, two of the most popular anamorphic screens that the majority of those that are in the industry know about are located in Japan and England, with the former being an animation of a cat sitting atop a building and the latter displaying Amazon’s Wheel of Time advertisements for British onlookers.
On the surface, when shut off, the anamorphic screens look like giant LED screens with a curve on one of the sides. However, when turned on, the curve on one of the sides provides the extra dimension for the animation to use, therefore allowing animators to bring their creations to life.
Japan’s anamorphic screen was commissioned by Cross Space company and has won a World Guinness Record for its astounding display. The animated cat was a clever way to attract massive amounts of attention, all the while screening ads that floated around the cat (or played during its naps) to ensure maximum return on equity from the company’s marketing investment efforts.
The displays are incredibly detailed
The anamorphic display in London hasn’t given out any specifications yet. However, Tokyo’s Cat Display boasts 4K resolution across a rectangular screen rounded on one of the sides, amounting to a total of 154sq.m. of display space for its viewers.
In contrast, the largest generic consumer screen is the C-Seed 262, a 262 widescreen, or 6.65m to be exact, and weighs a total of 798kg.
And its price tag isn’t for the faint of heart — the C-Seed 262 will set those lucky enough to secure one a grand JD382,000.
That’s right — those are thousands.
Technology with massive potential
There are, potentially, countless opportunities that could be developed as a direct consequence of this technology. For starters, as most on the internet pointed out, this could probably lead to the next evolution of cinema — true sensationalist 3D experiences but without the awkward goggles throughout the show.
The screens’ development also has piqued the interest of other screen developers worldwide, with many believing that it would be possible, eventually, to pair multiple screens together, creating a complete and immersive experience for viewers.
As mentioned at the beginning of the article, it is also a relatively novel concept. Therefore, it is more likely to attract more attention to products that are marketed on such boards. However, it is relatively expensive to do this, as the video format that these anamorphic displays use requires a significant amount of technical expertise, therefore making the entire ordeal expensive.
As a result, we may see more of these screens — with better, more budget — heavy advertisements that would improve the marketing ecosystem overall.
And last but not definitely not least, we can expect this to impact (albeit slightly on a more general scale) tourism to specific destinations. Tokyo’s tourism government branch’s management has stated that after implementing the anamorphic screen in downtown Tokyo, they saw an influx of inbound travelers from the region, potentially linking it to interest in the new tech by the Japanese locals.
And frankly, let’s be honest — the tech is super cool to look at.
Conclusion
Overall, the technology is incredibly fascinating and is bound to turn heads, something that all companies with deeper pockets would love to take advantage of for their marketing strategies.
As the technology becomes cheaper to produce, and as a result, more accessible, it is possible that several years down the line, the screens will become relatively outdated and will instill the same response as TikTok campaigns do currently (at least the vast majority of them).
However, till then, this technology will continue to amaze the masses and will potentially create several opportunities for other industries to innovate on their products to create more meaningful and memorable experiences.
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