Touchless advertising screens to make UK debut
Leading DOOH media owner Ocean Outdoors is to introduce experiences powered by gesture, using mid-air haptics technology from UltraLeap, across its retail and city centre site portfolio.
Ocean Outdoor is to introduce touchless advertising screens post-Covid-19 using mid-air haptics technology from Ultraleap. Ocean will be the first preferred DOOH media owner in the UK to introduce the technology, rolling it out to its premium retail and city centre portfolio.
Touchscreen activity will be replaced by displays and interfaces that are triggered by natural hand gestures. The virtual technology, which doesn’t require any wearables, will be integrated into Ocean screens in key experiential spaces and deployed for individual campaigns.
Catherine Morgan, director of Ocean Labs, said: “The introduction of touchless screen technology across our portfolio is timely. People are understandably cautious about using any kind of touchscreen technology in public places. Haptics is an ideal solution. It is hygienic, safe and will add a whole new dimension to Ocean’s experiential offer and immersive brand experiences.
“Post the coronavirus lockdown, consumers will be craving positive connections, so brands who create the all-important wow factor will get greater cut through to emotionally resonate with audiences during this highly charged time, providing the potential to exponentially grow market share.”
Ultraleap’s virtual touch technology uses hand tracking and ultrasound to create sensations on a user’s hand to simulate the sense of touch. Ultraleap sensors allow the sensation to react to movement in real time.
Immersive sensations on a participant’s palm are customised and synced to the interactive on-screen experience. These can be anything from electric forcefields, fizzy bubbles or even a virtual button that can be felt on the palm.
Steve Cliffe, CEO of Ultraleap, said: “We’re proud to power immersive, engaging and safe brand experiences with Ocean Outdoor and their clients. As we all navigate the post Covid-19 world, Ocean is prepared and ready to combine our technology and great brand content to give consumers that spark of joy, as well as reassurance.”
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Posted: 29th May 2020