Introduction to Immersive Technologies
After a long time of being “just across the corner,” immersive technologies have finally arrived. But the pending query is whether or not virtual reality (VR), augmented reality (AR) and 360-degree video matter for brands — or whether or not they are only great recent ways to burn money.
Consumer Attitudes Towards Immersive Technologies
Out today, a brand new report from video ad company YuMe points to some positive consumer attitudes about these sorts of experiences. “Immersive Technologies: The New Emerging Platform & Opportunities for Brands,” which surveyed 811 online users within the US this past August, found that 86 percent of respondents have heard of a number of of the three technologies, although only 29 percent have tried any kind.
Awareness and Adoption of Immersive Technologies
The report says that VR is one of the best known of the three technologies, followed by 360-degree video, after which augmented reality. But if more big events like Pokémon Go’s July phenomenon capture headlines, AR will quickly move up that ladder. Only 16 percent of respondents have tried either desktop or mobile VR, while nearly half have heard of it. For 360-degree video, it’s 13 percent tried, 31 percent heard, while 9 percent have tried AR and 25 percent have heard about it.
The Buzz Around Immersive Technologies
And the excitement appears to be there. Sixty percent say that VR creates engaging experiences, although only a portion of them have actually had such experiences. Fifty-three percent say that about 360-degree video; the report doesn’t post a figure about what number of think the identical about AR.
Ads in Immersive Formats
As for ads in these formats, the report lends credence to the concept these formats enhance attention and boost a brand’s halo. For instance, 36 percent of all respondents say they’re more likely to have interaction with an ad if it’s in 360-degree video. For those that have tried the format, it’s 51 percent. The report also found that half of respondents who’ve used 360-degree video say they pay more attention to those sorts of ads, and it suggests such increased attention would apply to ads in the opposite two formats.
Impact on Brands
Slightly over half have a more positive view of brands which have utilized some type of immersive tech. “The appetite is growing rapidly,” said Tripp Boyle, YuMe VP of Emerging Platform, in a press release accompanying the report’s release.
The Future of Immersive Technologies
But the pending query is: how long will users remain hungry for these kinds of surprising experiences, and what happens when their hunger is sated? In other words, as immersive technologies proceed to grow in popularity, what is going to replace the present “wow” factor to maintain users engaged?
Conclusion
In conclusion, immersive technologies akin to VR, AR, and 360-degree video have gotten increasingly popular amongst consumers, with many respondents showing a positive attitude towards these technologies. While there remains to be an issue about how long the "wow" factor will last, the present data suggests that these technologies can enhance attention and boost a brand’s halo. As the technology continues to grow in popularity, it is going to be interesting to see how brands adapt and innovate to maintain users engaged.
