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Granted, none of us are getting eaten by giant holographic sharks just yet. But holographic ad technology does exist. One company working on it is Taiwanese startup Theia. And Theia co-founder Kos Lin says the company expects to have a commercially viable product ready within two to three months.

Interactive 3D ads

The easiest way to understand what Theia is up to is probably to watch a couple of videos. First, here’s what Theia is going for:

And here’s a little taste of what the company has right now:
But that product has a number of downsides. Chief among them: it requires a large container and two mirrors to just to produce a small image. The Theia team bought one, analyzed it. “We knew we could make this concept better […] and make the device thin enough for everyday use,” Kos told Tech in Asia.

Their much-improved version of that product is called ‘Standout’, and it’s what you saw in the second video – the one with the rotating Theia logo. From a relatively thin, flat device, Theia can project a 3D image in motion that appears real but is intangible.
That’s just the start, though. The real future of Theia is in what it calls ‘Air Touch’, the combination of their ‘Standout’ 3D tech with gesture-based input recognition. According to Kos, this is an obvious next step: “Since viewers perceive the image is floating in front of the display, it’s natural for them to interact with the image by hand.” Air Touch is what you see demonstrated (with CGI mockups) in the first video.