You’re in your living room, but you’re not. You’re submerged, encapsulated and engrossed. There is no distraction. This is the new closeness. This is everything in your world. Imagine… if this was your audience’s level of absorption while they viewed your advertising content. This is the lure of virtual reality.
While there is much debate to be had about the technical advantages of different gear in comparison to their cost or potential barriers to user engagement, it is perhaps the applications built for these systems that will ultimately direct users to choose one form of VR equipment over another. They say this is the year for those applications to emerge and take hold.
Startups to Watch
Here are three startups who have the technology to gel with businesses seeking VR revenue:
Melbourne-based company Plattar provides software that businesses can use to create augmented reality content that they can then publish on a branded application for their users. Retailers and educators are the obvious benefitting companies.
Key successes reported by Plattar for businesses were high download rates for apps, reduction of returned goods purchased after being browsed in AR format, and the ability to track and measure the product’s effectiveness.
8i produces high resolution holograms using 3D scanning technology that can be viewed on its Holo app, available for download on Google Play, to use in conjunction with Google Cardboard. 8i is open to AR, VR, and mixed reality capabilities and trends.
8i has immediate potential to provide the technology for successful social VR platforms, due its focus on making life-like models of people. We want to engage with these models in a virtual space, and we want to see them do more, and in reaction to us.
The Void uses what it calls Hyper-Reality to immerse users in films and games. This technology combines high-definition video of physical sets with digital layering, special effects, and virtual reality. It’s vision is to open Void Experience Centers where customers can buy tickets to their games and film showings.
Marketing solutions using The Void would likely take the form of product placements, or advertising sponsorships during the period where new shows and games are being hyped.
These are just a few examples of amazing new startups pioneering VR technology. Have they pulled you in?
You’re Up Next
If you are conspiring to take your users into the new reality, you might want to ask yourself the following questions:
- Are we about to create material that we couldn’t produce without VR?
- Is this the full potential of this technology and our idea?
- Is the VR world environment we are about to create going to be rich and breathtaking?
- Will the content illicit an emotional response that we can control?
- Does the content make use of the spatial capabilities of sound in VR i.e. sound perspective?
- Is this project a video or a game?
- Will it be easy for users to share their experience with other people?
The Dream Remains
Successful VR content will be a blend of usefulness and entertainment. It’s all about giving your customers and users what you couldn’t before.
Companies with big events know that not everyone can make it to the launch party, (even those with an invitation). VR makes it possible to catch up your V.I.P.’s and shareholders on the event at your next meeting, or possibly refer the entire public to the front row of your recent product unveil.
Maybe your product is complicated to use, creates concern for safety, or can simply be used in a more in-depth fashion than it usually is. VR and AR offers a stage where you can safely educate your users about product features.
Overall VR is an opportunity to go deeper and become more expansive. You can give your brand its own world, and be as imaginative as you like in your representations of what you do and what you offer. Whether it’s a game, a shop, a social platform, or an educational model, challenge yourself to make an impossible dream into a virtual reality.
Know what you want to do? Let’s do it together at Mo Works.