Working within marketing, it is always interesting to see the new concepts emerging. Among these are augmented and virtual reality promoted as a holy grail with the endless possibilities.
We've been following these technologies from the sideline for a while.
Augmented reality (AR) adds digital elements to a live view often by using the camera on a smartphone. ... Virtual reality (VR) implies a complete immersion experience that shuts out the physical world. [i]
In Norway, the concept of Virtual Reality is still very new. While only 58% have heard of the concept, only 6% own VR products. [ii]
We do not have the answer to everything, but marketers should be daring and open to testing new concepts.
The villain in Stephen Spielberg's VR game based movie Ready, One, Player, from an advertiser perspective, sees the opportunity of commercializing the universe by "maximizing ad space and introducing a tiered subscription model at the expense of user experience. [iii]
Like cinema, VR has the ability to shut out distractions from the outside. This is an important feature of any media. For example, cinema itself is 3.6 times more engaging than TV.
While augmented reality may not contain as high engagement levels as VR, it benefits from the limitless creativity and mobility that smartphones provide (yes, you will need your smartphone). Facebook has already started offering AR ads in their newsfeed. Leading companies such as Mars International and Chiquita Brands International have all started to connect with their consumers through AR solutions. For categories such as retail, fashion and FMCG, AR could guide a user to assist with trying on clothes or being able to trace a product back to which farm it came from.
With Snapchat, Instagram and finally Facebook on-board, we expect a game-changing development. Facebook, the most used social network in Norway, will allow users to interact with branded AR experience while they are browsing through other content.
Millennials, for instance, are considered a «threatened species», when it comes to reaching them with our message. While the elder part of the millennials are growing up, and migrating into more mainstream target groups, the younger millenials demand advertisement through personalization and engagement.
If there's one thing we know, it's all about interaction and relevance, and these two technologies provide that in their own way.
[i] < https://www.fi.edu/difference-between-ar-vr-and-mr>
[ii] ( Interbuss Q4-2017 )
[iii] (<https://www.thisisinsider.com/ready-player-one-nolan-sorrento-complex-villain-review-2018-3> )