Hologram Media Network has appointed Jay Wolff as chief growth officer, with responsibility for commercial growth across brands, agencies and media partners. The company announced the appointment from New York on 17 September 2026.
The move puts attention on a form of place-based advertising built around interactive 3D and immersive video experiences. For media buyers, the key questions concern where those experiences are available and how they fit a campaign objective.
What HMN says about its network
HMN reports a footprint of 46 shopping centres across 25 US states. It describes expansion into additional settings, including cinemas, stadiums and retail stores, as planned activity.
The company says Wolff will help develop commercial relationships and make immersive advertising easier for marketers to plan, buy and execute. Its existing footprint and future ambitions should remain separate when assessing available inventory.
An expansion plan does not confirm that a particular venue can already be booked.
The physical experience is part of the media product
Billboard Guide’s analysis is that an immersive placement needs to be understood in its real setting. The display’s visual effect is only one element of the audience experience.
Buyers should examine the position of the unit, the approach path, surrounding activity and the time people are likely to spend nearby. A presentation video can show the content, but a site review helps establish how the intended audience encounters it.
The same creative may also need different treatment in different environments. A shopping-centre visitor passing a unit has a different context from someone attending a staffed activation. The brief should make clear whether the objective is viewing, participation or another action.
BillboardGuide’s shopping mall advertising guide offers broader planning context for retail environments.
Ask how existing creative becomes an immersive asset
A brand considering this type of media should clarify the production process before agreeing the flight. Which source assets are needed? What adaptations are included? How is the final work tested on the display? Who approves the output?
The proposal should explain the viewer experience in concrete terms. If participation is involved, it should describe what a person does, what response they receive and how the experience works for spectators.
For campaigns that require a physical build or staffed experience, BillboardGuide’s experiential OOH guide is useful for scoping responsibilities and production requirements.
Engagement needs an agreed definition
HMN’s announcement includes company-reported engagement comparisons, but this article does not treat those figures as a general benchmark for every immersive campaign. A buyer needs the measurement method and comparison conditions before applying any headline statistic to a plan.
Start by defining the desired outcome. Time spent near a display, an interaction and a completed business action are different measures. Reporting should explain how each is counted and what the measurement can establish.
BillboardGuide’s guide to OOH metrics beyond impressions provides context for separating delivery evidence from campaign effectiveness.
What to watch as the business develops
The next useful developments will be confirmed additions to the network, clearer buying specifications and documented campaign results. Those details would show how HMN’s commercial plans translate into opportunities advertisers can assess.
Wolff’s appointment is a leadership development. Its practical importance for buyers will emerge through the inventory, service and evidence the company provides as it grows.
