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VR = A New Frontier Of Creative.

2017 is expected to see a large push for Virtual Reality (VR).  With VR becoming more appealing through upgraded technologies, this new medium is less of a sci-fi obscurity and more stylistically accessible.

“Today, we’re looking at things from a video game engine experience,” promoted Trevor O’Brian, CTO of Deutsch. “If we look at what is happening today, video games drive the purchase of the device, right? So the content needs to drive the purchase of the device. It’s in the hands of content creators.”

In the same sense that drove various “console wars” such as Xbox and Playstation, VR will be presenting itself as a frontier for new experiences. The essential “path” that video games follow will be taken back to give users a more diverse experience as they pioneer the medium’s landscape.

As for how traditional digital methods are concerned, this new frontier will bring about a more creative focus. The presence of a fully immersive environment opens doors to think outside the box, and with VR acting as a catalyst of sorts, it’s beginnings will feature a “sideways” approach to content.

“View thru’s and how long you viewed it, that’s the wrong way of measurement. If we end up back there in terms of how to effectively measure VR, then we failed. What we should be looking for is the quality of content.”

How VR companies will rate the successfulness of content is still up in the air, but it is still important to look at in terms of advertising. By creating a fully immersive world, the ability to slide advertisements in front of users should be more subtle. Instead of having a pop up while climbing a volcano in Hawaii, users might witness a billboard promoting a specific brand based on their preferences.

Who Will Buy VR?

Back in 1983, Maxell produced one of the most iconic advertisements for cassette tapes. The ad has been referenced everywhere since its debut.

The ad starts out with a butler preparing a man’s sonic experience by placing the cassette in the player and turning it on.  The man sits in his chair ready to receive the high-quality performance that not only creates a gust of wind but moves his wine glass closer to his hand.

It’s that experience that we dream of having. A completely immersive, hi-fidelity symmetry between medium and man. Today, we have taken another step in the direction with Virtual Reality headsets.

Advertisers are pushing the product into any place they can. The concept is not only great for the user but provides the benefits for advertisers to reach more specific audiences.

By creating a more enveloped user experience, what has become ordinary or mundane by current standards has become memorable and immersive.

Overall we have reached a new frontier in commercialisation. Though the question still remains:

Are consumers buying these products? If so, who?

According to an article in VentureBeat, 1 in 10 consumers are planning on buying a VR headset within the next 6 months. Among them are those already heavily invested in video games. The big focus comes from the ability to immerse yourself in an interactive world. Consumers ranging between 10-65 years of age are all considering purchasing a headset within this next year.

VR hasn’t quite hit the market with explosive sales due in part to the high cost of each headset, but once technologies improve and become cheaper, the larger reach to consumers can put VR in the same league as computers and possibly TV.

With Christmas coming up, the surge in purchasing headsets could act as a catalyst for the future medium’s advancements.

AR = Legalities In Advertisements

Augmented Reality (or AR for short) has been a key piece for many advertisers. With Pokemon Go a new phenomenon reaching out to millions around the world, the utilities it can provide for the future of advertising are an untapped methodology.

With the promise of a new frontier also come the dangers. One of these issues is ad space. A few weeks ago, we wrote an article with speculation on how AR with effect real world advertising.

When AR hits a broader, more reachable market for consumers, advertising will be prominent. That being said, who is going to pay for that digital ad space? If you’re walking down Times Square in New York City, will advertisements in real-life be covered by digital ads? Will real life billboards have another, more specifically targeted ad for the AR user? Is that even legal?

Example:

Sherwood 48 Associates v. Sony Corp. of America, a Spider-Man movie depicted a scene in Times Square, presenting virtual ads on replicas of real buildings, instead of the ads that appeared in real life. The building owner sued under trademark and trade dress for the buildings. The court dismissed the claims on First Amendment grounds, finding it was clearly a creative work, and that there was no likelihood of confusion.

Now, this was passed off for First Amendment rights citing creative work, but what about real advertisements? Will the ad that a company paid for to be seen in real life that has been covered in AR still covered under the First Amendment? Or will it be infringing on the rights of the original advertiser?

Digital advertisements don’t necessarily fall under the creative freedoms that movies or video games have. If a digital advertisement is caught redirecting to a competitors site, that is blatantly ad-fraud.

Another thought is that companies can pay to have their own advertisement on their building. As with a new territory for marketing, you have to spend more money, but you shouldn’t be spending more for a real-life ad and an AR ad.

Reality Check = $38 Billion Dollars By 2026

According to a report from Greenlight, the value of Virtual Reality will catch up to $38-billion dollars by 2026. It appears that virtual reality is one of the most anticipated new advances in technology.

Marty, grab the Delorean, we’re going to the future:

The PlayStation VR launch and Microsoft’s entry are important events, but we’ve identified a number of pivotal changes that we expect will alter the trajectory of the entire VR industry,” said Clifton Dawson, CEO of Greenlight Insights. “A clear shift from tethered to standalone HMDS, a timeline for 5G across several global markets, and the viability of VR for non-entertainment will fuel the market beyond 2020.”

With augmented reality, virtual reality and many other technologies that give the user more personal and intimate interactions, the future of this new medium has the potential to become an effective key in marketing for the next 10 years.

Hardware such as headsets, glasses, and even smartphone apps will account for approximately 61% of total VR industry revenues in 2026.  Revenues for the 360-degree spherical camera (or VR camera) segment will build to nearly $4.6 billion by 2026, according to Greenlight’s estimates.

Budweiser At SXSW = A Virtual Marketing Experience

During the South by Southwest conference in Austin, Texas, America’s most famous beer company, Budweiser, stepped up a notch in their marketing strategy by creating a 4 dimensional experience for beer drinkers.

The Budweiser Beer Garage located in Austin’s Ironwood Hall, gave participants a lifelike experience of how they manufacture their beer from hundreds of miles away. The Garage was designed with all elements of sense in mind, sight, sound, touch, smell and most importantly, taste. Members would wear virtual reality headsets while aromas, sprays, and other various experiential features surrounded them.

We want liquid to lips; we really want people to be able to remember what a great tasting Budweiser and our fresh draft is,” Tina Wung, director of digital strategy and innovation at Anheuser-Busch.

By giving members a full experience of operations, it lets people see the ins and outs of the brewery without having to drive the distance. This is a major step in how virtual reality is becoming the next big medium for big advertising.

Now that VR tech is becoming more refined and available, companies are putting forth the cash to set up advertisements based around it. Where virtual reality was a pretty gimmick in the days of future’s past, it has now become a key feature to look at for the future due to updated technology.

In the near future, we will start to see a shift from traditional advertising to more experiential advertising. With VR on the rise, the technology doesn’t seem to be something that is out of reach as it was in the past. Using full sensory experiences could very well be the next step in how a company can reach out to viewers.

Virtual Reality = A Possible Future of Advertising.

Virtual Reality is becoming an actual reality at an incredibly fast pace. This raises questions as to how you will be viewing a completely new platform.

How will advertising reach out to VR users?

When I first head that advertisers were looking into the future of VR and utilizing it as a tool, I thought it was an interesting concept.

Lets say, you have the day off and you want to immerse yourself in the middle of New York City. You’re walking around and then BOOM you come across Times Square.

The only part of this image that is NOT an advertisement is the sky.

The only part of this image that is NOT an advertisement is the sky.

Instead of fake billboards or pop-up ads, the idea of immersion is the direction a lot of virtual advertisers are taking. One of these companies is VirtuaSky

VirtualSky is looking to make their name in the VR advertising world. They have developed a way to immerse VR users in an ad that seems real. Imagine waiting to join a game and instead of a load screen, youre dropped into a tropical paradise with full 360 view. That is what VirtualSky is looking to target.

Its like you're actually there.

Its like you’re actually there.

The future of digital advertising is becoming is quickly gearing towards immersion. If youre scrolling through Facebook on your smartphone, you will see ads that now play automatically. If that ad catches your attention, you can then view it with sound. Otherwise, you have the option to continue to scroll.

With VR, the goal is to be immersive. While waiting for a video game, you wont just be greeted by a stationary screen with an advertisement on it. If that were the case you would just simply take off the headset until the game started. Other companies have fooled around with this concept.

Google Chrome has a little mini game you can play if you are waiting for your internet to connect. If you haven’t joined a network and want to go online, you will be greeted with that white screen, only there will be a little dinosaur. If you hit the space button before your computer connects, you will be able to play a mini game where that dinosaur has to jump a bunch of cacti.

Who would have thought a slow internet connection could be so much fun!

Who would have thought a slow internet connection could be so much fun!

This is the immersion that VirtualSky wants all users to have. Instead of having a generic ad play in front of you like a movie, you have the option to interact with it. This opens the doors to new way to think outside the box as well as open up new and great ways to get people to visit your site!