Introduction to Mixed Reality
Mixed reality technologies have been around for nearly a decade, with the launch of AR gaming experience Pokémon Go being a notable example. Despite flying under the radar, the usage of augmented reality (AR) on mobile phones is becoming increasingly popular. A recent survey by Thrive found that 35% of American consumers have used mobile AR, with almost one in two using the technology incessantly.
The Rise of AR in Consumer Markets
Thrive’s research suggests that gaming stays the preferred consumer marketplace for AR, with the impact of Pokémon Go still being felt. However, usage in other categories, equivalent to shopping and social interaction, can be on the rise. This trend is predicted to proceed, with big brands investing heavily in AR marketing. In fact, a recent report found that global brands spent $5.5 billion on augmented reality marketing last 12 months, with this figure expected to greater than double to $11.8 billion by 2028.
The Power of Mixed Reality
Shourya Agarwal, co-founder and CEO of Flam, believes that mixed reality is a natural extension of the way in which content has evolved over time. "Over the years, we have made the transition from text to photographs to video to maintain customers interested," Agarwal says. "But consumers now want more – particularly younger consumers; they need content that feels and appears more exciting and fascinating." Mixed reality provides a possibility for purchasers to experience services and products before making a purchase order, making it a gorgeous option for brands.
The Challenge of Distributing Mixed Reality Content
The challenge for brands is distribute mixed reality content to consumers. While headsets and other devices can be found, they usually are not yet widely adopted. Instead, firms like Flam are developing platforms that allow consumers to access mixed reality experiences using their smartphone cameras. By scanning a QR code or link, consumers can unlock a richer piece of selling that includes 3D images and pictures and enables them to interact with the content.
Flam: A Mixed Reality Publishing Infrastructure
Flam is a mixed reality publishing infrastructure that gives a way for brands and organizations to launch immersive marketing experiences from conventional touchpoints. Founded in 2021, Flam has already signed up customers including Google, Samsung, and Emirates, and has worked with over 100 global brands to succeed in greater than 580 million users. Agarwal believes that Flam is doing for mixed reality what YouTube did for video – making it easy, scalable, and accessible to creators.
The Future of Mixed Reality Marketing
The way forward for mixed reality marketing looks vivid, with providers making it easier for large brands to get more engaging content on the market. The returns on investment are also compelling, with AR Insider estimating that in 2022, buyers spent $58 billion on physical goods having been influenced by AR – a figure expected to extend to $255 billion by 2027. As the market continues to evolve, it’ll be exciting to see how mixed reality changes the way in which brands connect with consumers.
Conclusion
In conclusion, mixed reality is an exciting and rapidly evolving field that’s changing the way in which brands connect with consumers. With the rise of AR in consumer markets, the facility of mixed reality, and the event of platforms like Flam, the long run of mixed reality marketing looks vivid. As the technology continues to enhance and turn out to be more accessible, we will expect to see much more modern and fascinating marketing experiences that blur the road between the physical and digital worlds.
