Advertisers will not invest in Virtual Reality until the technology has proven it effective. The digital marketing evolves at a breakneck pace.
That’s why the agency GroupM makes an annual report on the state of digital marketing and its implications for advertisers.
With the name of Interaction 2017, the study analyzes different trends, from the main players in E-commerce to the challenges of Big Data. The study also analyzes two technologies upward within the marketing sector: Virtual Reality and Augmented Reality.
When Facebook announced the acquisition of Oculus VR in 2014, it was proven that the world of Virtual Reality was taking off. This acquisition was a big step. The platform that has generated the most change in consumer behavior was acquired by the most advanced developer of virtual reality.
At that time Facebook saw Oculus in three ways:
- As an attack on the games market
- As a bet to replace the mouse, the swipe, or the voice through a direct interface between the man and the machine
- As a mechanism to give life to a two-dimensional world and physically distant social interactions
For most users, the virtual reality experience until today has been a hybrid between 3D and video 360.
The experience truly immersive remains outside the public. And it seems unlikely that, at least for some time, they will become a significant part of the media consumption experience.
Perhaps the next iPhone can better integrate the capabilities of virtual reality.
Or a wearable person might popularize these experiences enough to encourage advertisers to engage in content creation. Today, there are few technical barriers, but advertisers seldom risk technology development until the distribution platform has proven effective.
But, as always, at the center of creative evolution is Storytelling. Both books and films are linear narratives. The experience of Virtual Reality requires a different creative perspective, one that is neither linear nor has a single view. Consumer value is increased through multi-dimensional experience.
The Augmented Reality (AR) is different. It is a technology that allows the digital world to be superimposed on the physical environment, building a perception of new reality.
The Augmented Reality acquired a larger scale in 2016 with the launch of Pokémon Go, which for a time became a cultural phenomenon worldwide. Its importance lay in the possibility of massively testing the Augmented Reality.
This technology currently creates mass audience opportunities. But before using it, marketers and advertisers must ask themselves four questions:
- What place, thing or object do I want to increase?
- What data or goods do I have to increase it?
- How will I communicate and amplify the experience?
- What value will I create for the consumer and my brand, and at what price?
Probably in the short-term the advances in Augmented Reality are realized by collaborations between brands and distributors, or between sponsors and events. And it is expected that the main developments will take place in the travel, tourism and real estate sectors. But in any case, it will be necessary to promote the installation of the necessary applications and create enough value for all interested parties.