Christophe Castagnéra
Christophe Castagnéra 15 February 2018

Screen Time is Changing

In science fiction, screens have become a reliable way to date a film. Dominated initially by blue or green flashing lights and ‘TV’ like displays in Star Trek, we have since seen mobile screens, screens worn on wrists and most recently holograms in classics like Blade Runner and Minority Report. The screens in these movies have not only been a sign of the times, but often a good indicator of what was to come.

However, this technology most synonymous with the computer age, is now transforming into something truly different.

The micro screens that we’ve become accustomed to, used in headsets like the HTC Vive or Microsoft Hololens, may be the last pieces of technology that we classify as a screen at all. The advent of Virtual and Augmented Reality is moving the screen from an external piece of equipment, into our eyes at a rapid pace; redefining what we mean by ‘screen’.

For example, Magic Leap’s 'dynamic lightfield Technology' – yet to be released - will enable the headset to present virtual objects as though they're close to the viewer, reducing eyestrain. Meanwhile Avegant's latest prototype, also using a form of lightfield technology, allows your eyes to move naturally by letting them shift focus to different digital objects. Avegant have expressed a view that lightfield technology will eventually replace smartphones and VR headsets. Consumers will have 'one device' to watch content, implement assisted content AR overlays onto real objects, look up information and even make Mixed Reality video calls.

We know that customers are increasingly pushing for seamless connected experience, so these predictions seem ever likely.

But what happens when screens can no longer be touched?

Making screen-time ‘hands free’ means AI will come into its own. As consumers, we’ll find ourselves moving towards hand, voice, eye, mind and predictive gesture control, based on the exact context of the environment and situation we find ourselves in.

However, this new reality comes with its own challenges and issues. Within the context of advertising alone, there will be huge questions over the blurring of mediums. OOOH will merge with AR, ATL and MR – how do you create something with so many variable and avenues? Who or which department will take the lead – tech, data, creative or copywriters? How do you makes sure the fundamental purpose isn’t lost in a myriad of impressive and distracting tech? 

The science fiction scenarios of contextual advertising will become a reality, but it has the potential to be a minefield. As well as the execution, there will also be a need for clarity regarding regulation. For example who owns the airspace where an ad appears or how frequently should these ads appear in terms of visual health for the user? As we’re currently coming to grips with the implications of GDPR, are we ready for an entire new set of guidelines or handbook?

Science Fiction becomes reality…

In his book, 'Stories of your life and others', science fiction writer Ted Chiang describes 'Spex' that hide ‘ugly’ faces and show them as attractive instead. As everyone becomes visually equal, a moral dilemma comes into view. In the story, technology is at the forefront in this societal shift, and we predict that our morality also has the capacity to be tested.

However, as the tech extension of our own eyes speeds into view, traditional screens and how we use them will seem as backward as Telegrams do today. This technology will create huge commercial and cultural changes for us all, and it’s our job to make sure that we’re as prepared as an industry, as we are as consumers. 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
10 Digital Marketing Trends for 2019 you Should Know

10 Digital Marketing Trends for 2019 you Should Know

As digital trends evolve every year, marketers should always be aware of the changes in order to easily adapt with emerging technologies and stay ahead in the market. This will help them gain a competitive edge and...

Georges Fallah
Georges Fallah 27 December 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more