p5. “Consumer demand, high quality devices and market conditions have all aligned to make VR & AR the next major advancements in the tech world.” Eden Chen – Entrepreneur
p7. 360 video – an immersive experience
– you can look up, down, left & right
– viewed in “magic window”
– Doesn’t have agency (control)
p8. Virtual Reality (VR) – an actively immersive experience
– 360 degree virtual environment
– you do have agency to influence the world around you
p9. 6 degree of freedom (6DOF) – move around in a VR environment
-VR creates new worlds to inhabit and experience.
p9. Augmented Reality – enhanced reality
– Overlays graphic or video on top of real world.
– Snapchat filters
– brings utility to the world around you
p9. Mixed Reality (MR) – AR & Agency
– mreal world & graphics videos – Interact with
– e.g. Magic leap + Mircosoft
p10. Extended Reality (VR, 360 video, AR, MR
XR encompassed everything including any new technology in the future.
p10. Holograms – 3D images made from light
p20. Social & Advertising Connection
– birthed out of social media
– Facebook – Oculus
– Google
p22-23 Kelly Andersen, SVP and head of GER Creative as USA Today Network ‘It’s an amazing medium for advertising, likely because its so immersive people remember the context and VR has 2x brand recall compared to TV.’
p23. Digital advertising track you – VR/AR bring extra dimensions to these targeting offers.
– Mind is tricked into this ‘reality’ for greater immersion understood as ‘presence’
p24. VR will allow for a full picture of consumer behaviour.
p24 AR will show how consumers interact with and use products.
Nielsen & Airpush VR study
p25. Keiichi Matsuada – hyper-reality 6min short video
– IAM (the interaction bureau guidelines for VR & AR
– The VR/AR Association (VRARA)
p26. Considerations for marketers making AR & VR safe place that reflects more utopian vs dystopian vision.
– length of viewing 5-20 mins
– low volume
– prosocial
– relevant, enhances experience
– safeguards/warning
p27. Why? Power of emotions. Remembering like its your own memory.
moral obligations
-2D vs 3D branding
moving design in and out
p28. The Empathy Machine
– VR lets you feel like you are walking in someone else’s shoes (empathy)
“empathy maching” flawed term as not all VR is for that purpose.
p28/29 “most effective way to maximise customers value is to move beyond more customer satisfaction and connect with consumers at an emotional level – tapping into their fundamental motives and fulfilling their deep ofter unspoken emotional needs.”
p29. RYOT – VR journalism tagline “Catalysing the future of media by inviting our audience to be more than a witness.”
p29. Within – Company focused on human-centric storytelling
360 video in a variety of genres e.g. a day in the life of a Syrian.
p30. The machine to be another from (Barcelona based) LGBQT – BeAnotherLab
– eye opening experience enough compassion to act
– mirror humanity
p30. Baobob Studios Invasion! Pear – Google spotlight stories
p31. original/groundbreaking creative to utilise this empathy machine.
Empathy & AR
– computing labs
– empathetic media generating compassion
p35. Brand Engagement
– seeing something that only people in the know can see
– helps contextualise consumers realities more than other media
p41. It needs to be on-brand and increase awareness and/or retention. According to Adweek, in order for a brand’s work to stand out, it has to have a reason and purpose to be there. It has to be past of the story and part of the reason why consumers are going engage with it.
p43. Mark Szymczyk, CEO of Zugara, and AR company, says that, “AR should be used to enhance content -not replace it. The main challenge is understanding that AR is not a digital strategy but rather a digital tactic that can enhance a campaign across multiple platforms.”
p50. “branching narratives.” Now users can have a find of free will in these environments.
p51. Being social in VR – Oculus Rift, Facebook spaces.
p65. According to Augment, “The primary drawback to online shopping is that many of the sensory elements that customers use to make their purchasing decisions are often lost. When shopping online, a customer cannot touch or feel an item, see how it works, or know how it will fit in their shopping experience leads to uncertain buyers and more abandoned carts.”
AR is a tool for your companies to create an even more engaging and personal buying experience for your consumers.
– 71% of shoppers would shop at a retailer more often if they were offered AR
– 40% of shoppers would be willing to pay more for a product if they could experiment it through augmented reality.
61% of shoppers prefer to shop at stored that offer AR, over ones that don’t.
p69. Moore’s Law, which states that computational power doubles approximately every two years, the speed of innovation is still quite rapid.
p71. No Screens!?!
“Wait a minute,” you might say, “I don’t want to be bombarded by ads all the time.”
p.73. where possible, the virtual worlds will bend as much as possible, to cater programmatically to you.