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Augmented reality (AR) and virtual reality (VR) have moved from trendy tech topics and the experimental phase to real solutions for marketers at scale, as increasingly brands and consumers embrace these experiences and the technology that allows them.
AR/VR interactions between marketers and consumers have gotten not only more common and scaled but additionally more meaningful – creating experiences which might be practical, entertaining and academic. The entertainment value of the technology is well-documented together with the dramatic rise in games and gamers (anyone conversant in a bit something called Pokemon Go?), and the brands trying to be a component of this growing trend. Meanwhile, increasingly firms are using VR to tremendous effect in running their very own businesses and bringing their employees together to work more efficiently and effectively.
It goes without saying that considering the associated fee to provide assets for AR/VR, one must have a transparent goal before testing. That said, early experimentation in a selected ad category could make your brand a trendsetter, making your individual experience instructive and influential in the general market.
The excellent news for those advertisers just considering the opportunities: As so many brands have executed AR/VR campaigns, marketers now have a roadmap for what works and what doesn’t and the right way to best use such capabilities to their advantage.
Here are three major opportunities afforded by AR/VR:
They provide a practical experience
AR/VR allow consumers to try brands on for size anywhere and anytime they need—in addition they encourage real-world sales and use click-to-purchase technology to enable those transactions.
There has been much activity on this regard lately on the part of worldwide marketers. The power of AR and VR have enabled clients to supply consumers with such highly curated, virtual experiences as trying on different shades of nail polish (Sally Hanson), trying on glasses frames (Warby Parker), and test driving a automobile (Acura). This, as the most important tech firms proceed to launch innovations to enable brands to perform such experiences, each on the operating system level (Apple, Google) and application level (Facebook, Snapchat), joined by a spread of start-ups like Omnivert (3D and AR ad solutions), Vertebrae (AR for e-commerce) and Zappar (producer of an app-based AR creation tool) constructing opportunities for brands.
The technology is especially useful in categories with inherent hurdles to try before you purchase—for instance, beauty products sold in drugstores where no testers can be found. L’Oreal acquired Modiface, which has created many AR beauty apps for the likes of Sephora and Estee Lauder that enable consumers to try on different makeup looks and hairstyles. L’Oreal had already done projects with Modiface, including the brand’s Style My Hair app. Meanwhile, Sephora uses AR lenses to encourage consideration and in-store or online purchases via a messaging bot on Facebook Messenger.
The Swedish furniture retailer Ikea won raves for bringing its products right into a consumer’s own residence—no assembly or Allen wrench required—with its modern app, while one other retailing giant, Target, added Pinterest’s visual search tool to its shopping app and website.
All the while, tech vendors proceed to introduce still more innovation that enhances the patron experience while supporting brands’ business. This spring, Snapchat announced the evolution of its AR product to incorporate templates of 1’s hands (think trying on jewellery or nail polish), in addition to pets and landmarks, to deliver a scaled virtual brand experience.
They provide an entertaining experience
For movies, TV and streaming shows featuring characters that resonate with fans and that fans need to emulate, what higher solution to connect than with an AR lens starring the person as his or her favorite character in The Avengers for instance?
Gaming with personalized avatars has come a great distance. This spring, Snapchat announced its latest Bitmoji for Games SDK, enabling hand-selected partners to integrate 3D Bitmoji as a alternative for his or her character skins, as TechCrunch reports, making it easier for developers to interject lifelike avatars to present consumers a stronger emotional connection to a game.
Snap Games could be launched directly from the chat bar, enabling Snapchat users and their friends to play along with no install required. Consumers can see which friends they’re fidgeting with, send them a chat, or talk live with voice chat, as the corporate explains.
Facebook announced at its annual F8 conference this spring the most recent versions of the Oculus Rift headset, enabling the user to solid from a VR headset to a TV and for friends to play along in the identical game from their mobile phones. Both of the products make use of Oculus’ “inside-out” camera to trace Touch hand controllers without the necessity for external sensors, in response to TechCrunch.
Growing interest in game titles and more consumers playing, and the introduction of products including the most recent Oculus headsets in addition to Twitch’s VR League and VR innovations via Google Stadia, are seen as a boon to the technology.
Signs are promising that the rising consumer time spent in entertaining AR/VR games could have some opportunities for monetization. Snap’s business breaks between minigame levels and Twitch’s bounty board and other ad offerings are also seen pretty much as good signs for the category.
They provide an academic experience
The potential for heads-up information like supply chain or translations (e.g., inside retail or hospitality), co-creation in virtual environments (immersive conference calls anyone?) and on-demand visual references in technical fields (medicine, education, engineering) has untold potential.
Expect to see this space proceed to grow and evolve. As consumers develop into more accustomed to being immersed in a virtual environment or unlocking more information by means of AR technology, opportunities for monetization will proceed to grow.
At its latest F8 conference this spring, Facebook introduced Oculus for Business, tailored for giant VR deployments and providing a set of tools designed to assist firms use VR for internal executions, sales, and marketing/promotion. The product will include device set-up and management tools, enterprise-grade service and support, and a brand new user experience customized for business use cases, as ZDNet reports.
“VR adoption at work will speed up and it should change the best way we work,” Isabel Tewes, who leads the VR enterprise ecosystem strategy at Facebook, told the conference.
Facebook’s offering provides, for instance, support for hands-on skilled development courses, more off-sites in VR to construct relationships amongst colleagues, R&D prototypes inside virtual environments, product demos and sizzle reels featuring experiential products in industries reminiscent of entertainment, travel and music.
Meanwhile, Microsoft has introduced HoloLens 2, which mixes an untethered device with apps and solutions that help teams across an organization communicate and collaborate more effectively and is the outcomes of the most recent in hardware design, AI and mixed reality development at Microsoft.
Once seen as merely fringe or experimental, not to say cost prohibitive, VR is becoming an increasingly effective way for businesses to do business, transforming the whole lot from training and recruitment to back-office tasks, marketing services—and yes, the all-important customer experience.
Kieley Taylor is global head of social at GroupM.
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