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
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 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 traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Beacons and Proximity Marketing: All You Need to Know

Beacons and Proximity Marketing: All You Need to Know

Among the strategies mobile marketers can use to target users is proximity marketing based on the use of Beacon devices. This is now becoming more and more popular. Beacons are proving crucial to help retailers drive foot traffic to their stores, increase conversion rates and sales volume. But what exactly are Beacons and how do they work?

Asena Atilla Saunders
Asena Atilla Saunders 9 March 2017
Read more