In just under a year, London may witness a groundbreaking shift in advertising technology. The Shard, the tallest building in the UK, is set to become a beacon for advanced digital projections.
Utilising cutting-edge ECHO technology, these advertisements promise a new era in digital out-of-home advertising, blending augmented reality with powerful visual effects. It’s an innovation set to captivate viewers and redefine urban advertising landscapes.
The Technology Behind ECHO
ECHO, developed by Lightvert Ltd, employs a sophisticated combination of augmented reality and high-speed light scanners. This unique technology utilises the ‘persistence of vision’ phenomenon to create a powerful visual experience. By projecting images from reflective strips, the system achieves an effect where the image appears directly on the viewer’s retina but not in the physical world.
This innovative approach to advertising allows images to be projected up to 200 metres in height, transforming the facade of skyscrapers into digital canvases. It represents a substantial leap forward in digital out-of-home advertising (DOOH), promising significant disruption to this traditional sector.
Potential Changes in Advertising
The introduction of ECHO is poised to change the advertising landscape significantly. Lightvert’s CEO, Daniel Siden, describes the technology as having virtually no physical footprint, which presents a powerful opportunity for advertisers and property owners alike.
The promise of reduced capital costs and more lenient planning permissions makes it an attractive prospect for advertisers. By shifting audience behaviour, ECHO offers a novel way for marketers to engage their audience.
The Business Model and Funding
Lightvert is currently in the process of securing funds to propel ECHO into the commercial market.
Through the Crowdcube platform, Lightvert has raised nearly £150,000 of its £670,000 target. The funding will help produce the first commercial units within the next year, aiming for significant market penetration. The company envisions up to six installations per city, featuring at least one hyper-scale projection.
Market Projections and Cost Implications
In terms of costs, Lightvert forecasts a digital billboard in a prime location, such as London’s Piccadilly Circus, to command around £250,000 monthly.
These projections highlight the potential for high returns on investment, attracting significant interest from the advertising sector. Advertisers are keen on leveraging the technology to make a bold statement in highly trafficked urban locations.
Expert Opinions on ECHO
Industry experts have expressed enthusiasm about ECHO’s potential to revolutionise advertising. Simon Dicketts of M&C Saatchi perceives the technology as liberating for creative minds, offering fresh possibilities for artistic expression.
This sentiment underscores the transformative impact ECHO could have beyond the commercial realm, encouraging creative professionals to explore novel ways of engaging with audiences.
Strategic Impacts and Urban Aesthetics
The implementation of ECHO technology holds the potential to not only revolutionise advertising but also to alter urban aesthetics. By turning city skylines into dynamic visual exhibits, ECHO promises to integrate seamlessly into the urban environment.
This integration presents new challenges and opportunities for urban planners and advertisers to work collaboratively in creating visually harmonious urban landscapes.
Future Prospects of Digital Advertising
ECHO’s future in the urban advertising sector looks promising, with further advancements on the horizon.
As Lightvert continues to innovate, the company aims to establish ECHO as the hallmark of modern advertising solutions. This ambition places it at the forefront of transforming how people experience advertising in their daily lives.
The advent of ECHO technology heralds a new chapter in digital advertising, embodying both innovation and opportunity. By merging cutting-edge technology with strategic urban use, this innovation is set to redefine advertising methods and visual engagement across metropolitan landscapes. As it progresses, ECHO will likely shape the future narrative of digital advertising, leaving a lasting impact on the industry.
