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Although virtual reality (VR) and augmented reality (AR) have existed in some form for a long time, only recently have they garnered mainstream attention.
VR is blowing up straight away, and its content and hardware advances have been exciting to observe.
In a brief amount of time, content creators have made some mind-blowing advances in storytelling with this recent technology. Brands, movie studios, gaming firms and news organizations are all tinkering with this tool and channel.
VR will gain ascendancy throughout 2016, but my money’s on AR becoming the dominant technology in our day by day lives.
VR is for content
The New York Times recently distributed a couple of million Google cardboards to its digital-edition subscribers. YouTube and Facebook are enabling VR online through digital video players. Everything is aligning to have VR hit critical mass next 12 months.
VR is the one medium that guarantees the user’s complete give attention to the content. There is not any looking away, no checking email or text messages and no updating social-media statuses. VR is probably the most immersive solution to tell a story because what happens inside that headset makes you are feeling something in your head, heart and gut.
But VR’s biggest strength can also be its best weakness. The immersive nature of VR hinders users from interacting with their surroundings. It takes them out of the moment. They can’t walk around and see what is correct next to them, look people in the attention or read someone’s body language. VR is a strong solution to experience content, but will not be practical for interacting within the real world.
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And therein lies the most important problem with VR. Content is king, little doubt, and providing immersive experiences is the holy grail in promoting. But VR won’t ever turn out to be an innocuous a part of our day by day lives.
The real goal of promoting will not be to interrupt our tasks or experiences but so as to add value to them on behalf of a brand. VR has already began to revolutionize the way in which we watch content, but won’t ever be the technology we turn to in our on a regular basis lives.
AR is for the real world
AR adds contextual layers of knowledge to our experiences in real time. We have seen this future foretold in Hollywood movies, akin to Avatar, Minority Report, Iron Man and Wall-E, amongst others. Soon these depictions will turn out to be real.
However, AR has issues with execution, which tends to feel gimmicky. Remember pointing your smartphone to a print ad to get some poorly made content? Google Glass showed some revolutionary AR applications, but they were ultimately a failure since the hardware and technology were too broad and lacked give attention to the buyer problem they were trying to unravel. These examples have shown the promise of AR, but have did not deliver on contextual utility.
Still, the long run is vivid for AR with several tech firms working on their AR offerings. Microsoft is working on HoloLens AR headset glasses. Developer kits are scheduled to hit the market in early 2016. Google invested in an organization called Magic Leap, whose technology beams lasers into the viewer’s iris to activate AR. That future will turn out to be a reality in one other 12 months’s time.
Both VR and AR tinker with our reality — but AR enhances it, while VR diverts us from it, which is why the latter will come to the fore in 2017, with its promise of contextual data for marketers and utility for consumers.
It’s the long run we were promised, and it’s closer to our grasp.
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