Trends in the Use of Floating 3D Hologram Media in the Thai Advertising Industry

Abstract

The study aims to achieve two objectives: 1) to explore the direction of the use of three-di-mensional holographic media in the Thai advertising industry, and 2) to investigate the challenges and acceptance of using three dimensional holographic media in the Thai advertising industry. This qualitative research involved interviews with six experts, each having over a decade of experience in innovative media creation for digital advertising and digital marketing technology.
The findings reveal that 1) Both the government and business sectors in Thailand are interested in incorporating three-dimensional holographic media into their marketing communications. This interest is particularly strong in the advertising industry, which expects such media to enhance brand awareness and introduce novelty to target audiences, thereby immediately increasing information retention. However, considerations regarding costs, return on investment, and user expertise are crucial. 2) acceptance and attitudes toward three-dimensional holographic media vary by age groups. Generation X is less receptive compared to other age groups, while Generation Y and Generation Z view it positively and open to adopt this new medium. Therefore, the Thai advertising industry
needs to strategize and tailor its use of holographic media to effectively reach different target groups,
minimizing future challenges and facilitating the acceptance of innovative media.