Terms such as “Virtual Reality”, “Augmented Reality”, “Mixed Reality” and “Immersive Content” are becoming increasingly common. But when you talk to advertisers and agents, it often becomes apparent that a true understanding of these terms is lacking, and their similarities and differences are sometimes not as clear as they should be.
It’s easy to find lots of “virtual reality” content on YouTube. Google’s “VR Channel”, in particular includes a curated collection of a huge range of impressive 360-degree videos. The 360-degree recordings allow the user to explore the virtual world just by moving the mouse on a desktop PC. Mobile access to these videos is also possible: the best device for this is a smartphone with a VR viewer, such as “Cardboard”; or Google’s current “Daydream” version. The image is divided vertically so that each eye sees a slightly offset image, which the human brain translates as a 3D effect. This makes it possible to look at the video content from all sides and experience it as another world. The smartphone’s position sensors (accelerometer, gyro and compass) ensure that any movement made by the user is transmitted to the “virtual camera.”
It is possible to create an effect similar to 3D on a smartphone even without a VR viewer. To do this, the user can move the image using “touch” by moving their fingertips over the display, similar to using a mouse.
With “Augmented Reality” (AR), virtual content can be used in the real world. This is made possible with the help of digital aids, which can be used to provide information: such as the fastest route to a specific product in the supermarket, how-to content for assembling a new set of shelves, or an operating guide for the satnav in your car. In the entertainment industry, “AR” is commonly used in gaming: dinosaurs on your coffee table suddenly come to life, virtual toy cars drive through your living room, which you have just newly furnished with virtual furniture selected from a catalogue. To a large extent, the possible applications of “AR” are dependent on the device. The first AR applications ran as native apps on smartphones and merely enhanced the camera image with an information level. In 2016, the game “Pokémon Go” by Niantic became hugely popular with players of all ages from all over the world – “Augmented Reality” par excellence.
Google’s Project Tango has made impressive progress in the field of “AR.” A combination of hardware and software, it is intended for use on smartphones. The smartphones are equipped with additional sensors (infrared sender, infrared camera, GPS, compass, gyro, camera) that make it possible to capture and process the exact position within a room, as well as the composition of the surrounding environment.
360-degree content should captivate the user right from the start – the more exciting and real the content is, the longer the user will watch it, and the more often they’ll return. This is particularly important for brands and advertisers that want to include VR in their marketing repertoire and profit from it.
To create truly relevant 360-degree video content for the user, it’s important to pay attention to specific moments in the customer’s journey – so-called “moments that matter” – right from the very beginning.
Good examples of such moments might be “I’d like to test that product before I buy it”, “I want to experience it as though I were actually there” or even “I want to experience entertainment like I’ve never experienced it before”. This is a good way to reach users and customers at exactly the right moment, which can have a positive impact on the advertising effect and result in capturing the customers’ attention, increasing brand awareness, closing a sale or making a profit.
Also, there are certain principles that should be taken into consideration when creating content:
360-degree videos, “Virtual Reality,” and “Augmented Reality” are new technologies that can be put to great use by brands and advertisers in a wide variety of ways to capture consumers’ attention. “Immersion” – the act of immersing oneself in other worlds – provides the user with an extraordinary experience filled with emotional intensity, thus reinforcing both customer relationships and brand recognition making the experience more effective when compared to conventional methods. This can lead to the best possible end result for both the customer and the brand if such strategies are used at the right moment and employ high-quality content.
