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How event marketers can use hologram technology for live and hybrid experiences

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How event marketers can use hologram technology for live and hybrid experiences

As the events space continues to evolve, event marketers have a new option when planning live, virtual or hybrid experiences. Instead of using Zoom and showing a remote participant on a screen, they can use hologram technology and place a three-dimensional version of the person on a stage, or in a boardroom.

Since patenting their end-to-end holographic capture and display technology in 2017, Toronto-based company ARHT Media (pronounced “art”) has expanded their presence at events and in other corporate use cases. Most recently they partnered with WeWork to allow members access to holograms in 11 locations, including New York, Los Angeles, Miami and Washington, D.C.

Holograms on stage

Event marketers who want to book high-profile speakers have budget and logistical constraints that limit their options. Travel restrictions and other public safety concerns during the Covid-19 pandemic have added to the difficulties.

“The value for organizations is getting someone to a meeting or conference who might not be able to participate otherwise, and concern around travel during a pandemic heightens this challenge,” said ARHT Media CEO Larry O’Reilly.

Speakers around the world don’t have to spend hours or days traveling to an event site. They only have to get to a capture studio, which can transmit a live or recorded talk. Meanwhile, on the event stage, a “HoloPresence” display shows a life-size three-dimensional hologram of the presenter.

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How event marketers can use hologram technology for live and
ARHT Media CEO Larry O’Reilly, in conversation at WeWork, New York.

This reduces travel expenses. Also, if a highly coveted speaker can present at more engagements holographically than they can in person, they might charge lower fees per appearance, reducing the overall cost.

“There is also the bonus of reducing your carbon emissions by not flying,” said O’Reilly.

Because the capture and display capabilities are live, the hologram is fully present in the event space and can interact with attendees, answer questions and respond to everything happening at the site, even if the speaker is halfway around the world.

Holograms in live conferencing

WeWork announced a strategic partnership with ARHT Media in May 2021, bringing the holographic technology to up to 3,500 enterprise customers through the WeWork network as more locations are equipped with the capture studios and displays.

1642098012 302 How event marketers can use hologram technology for live and
ARHT Media holographic capture studio, WeWork, New York.

The WeWork partnership will expand the use of holograms through accessibility and visibility, according to O’Reilly.

“It will be much easier and more convenient to have a demo of the product or actually use the product when it is permanently installed,” he said.

There will also be a network effect for corporate clients who have the systems installed at their own offices.

“Any enterprise client that installs our technology at their own locations will have the benefit of being able to access speakers and talent at WeWork locations as well,” O’Reilly explained.

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This expanding holographic network offers flexibility for teams that are separated by great distances so that they can meet and work together. The capture studio’s hardware, including camera, monitors and sound, allow a person in the studio to respond in real-time to what’s happening in the conference room miles, or continents, away.

Holograms can also be captured and transmitted in a virtual environment for virtual or hybrid events, adding to the options for event marketers and other corporate teams.

Consumer and retail activations

In 2020, during the first and second waves of Covid-19, ARHT Media gained visibility in their application of holograms for NBA broadcasts on ESPN. At the time, players were quarantined in a bubble, playing all of the season’s remaining games at a single site, in Orlando, Florida.

Read more: HBO Max leans into digital experiences in stores

Using the holographic technology, players in the bubble could be interviewed by on-air talent located elsewhere, or talent in the bubble could be shown in-studio via hologram. Because the interactions are in real-time, the interviews are natural and proved to meet the high standard of broadcast television.

The technology has also been used for NCAA Final Four hoops, and for the 2020 NCAA Championship Football Game.

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“It has been used many times in trade shows and other retail activations such as Rogers Communication 5G Experience Centre, which created a personal concert experience in cooperation with Live Nation,” said O’Reilly. 

He added, “Last year Art Basel Hong Kong beamed in gallerists from Singapore, New York and Zurich to sell their art in a special gallery at their Hong Kong show. This year, they are going to have two of these special galleries.”

Marketers seeing these use cases can think of how their events might benefit from additional buzz and curiosity by attendees. Behind this novel technology, there is also a practical capability that links people together across great distances.

But also, as could be seen in the live demonstration at New York’s WeWork last December, the making of a hologram is itself an experience that consumers or B2B conference attendees might enjoy. Event marketers will weigh all of these benefits of deeper engagement as they consider what new technology will give their brand an edge.

About The Author

2022 Predictions Data strategy and privacy
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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