The advertising industry is evolving, bringing new technologies for the next generation’s ads. These are not just more entertaining but also more immersive.
Many companies are already using these technologies, and 70% of enterprises are predicted to be experimenting with immersive technologies (e.g., AR, VR) by 2022.
The arrival of 5G will, of course, help them to evolve. On the market, we have already seen many smartphones that are 5G-ready. With more bandwidth, high-def VR and AR experiences and 4k streaming video, for example, will be possible on mobile devices. Digital experiences are going to change in a positive way, and people will engage more online.
We have already mentioned in a precedent post on our blog that people love to be entertained. These new technologies can not only bring entertainment and advertising to the next level but also engage a higher number of people at the same time.
We identified 4 main technologies for the next generation ads:
Virtual Reality – VR
VR allows you to immerse yourself in a completely virtual world. Many of you have for sure already heard about VR glasses. When you put them on, you can play games, watch a concert or a football game, etc., with a 360-degree panorama view. You can most of the time interact with the virtual environment, especially if you are playing an online game.
Of course, VR glasses are not always needed for this kind of experience. In advertising, VR is normally used to promote, for example, showrooms. Your mobile phone’s display can give you the feeling of entering into a shop, look around by just moving your phone, observe products or rooms nearer, and interact with them by touching the screen as if you were really there. In reality, you are just sitting on the sofa of your living room 😉
Augmented Reality – AR
AR enables a person to interact with a real-world environment, with computer-based features like 2D or 3D objects superimposing.
For example, Ikea gives its customer the possibility to try the furniture virtually at home with augmented reality. You take a picture of the room with your mobile phone (real-world environment), and you can add in it virtually a 3D model of their furniture (computer-based feature), turn it around, and see how it would look like in your home.
This technology is also used in the cosmetic industry, where by taking a picture of yourself, you can see how the make-up would look like on your face.
Mixed reality – MR
MR, as the name suggests, is a mix between VR and AR. Here we do not have superimposing objects, but virtual ones that interact so well with a real-world environment that they look like if they were there. This is thanks to their geometric and depth estimation of the environment. So, you have the AR with the real-world environment and VR with virtual interacting objects.
In advertising, this feature can be used in different ways. For example, when buying cookies in the supermarket, your mobile phone camera can detect the package and display a coupon or promotion right on the top of it. The same thing can appear, of course, when the package of cookies is at home. Or while shopping in a clothes store, the camera detects a pair of trousers and show you an influencer advertising them near the clothes shelf. Exactly as he or she would interact with you in a real-world environment.
360 degrees videos
As the name suggests, the 360 degrees video is a video with a 360 degrees panorama view.
Here you can see, for example, how it has been used for advertising the city of London. From the very beginning of the video, you are able to look around by just moving your smartphone in the direction you would like to (from a laptop, you can move the view with the mouse). At the same time, a guide explains to you the sightseeing of the city. So, you can have a look at him explaining some facts and also have a look at the Big Ben, you decide what to see. Exactly like when you have an in-person city guide tour 😉
The consumption of video content marketing, in general, is increasing, and in 2021 is expected to account for 80% of all internet traffic. The content present is also evolving since it goes from entertaining to education. $34 billion is the worth of the video marketing industry today, and it is expected to grow to $54 billion by 2023.
All these technologies are extremely versatile and can be so used in any kind of industry. Just with a mobile phone, you can unlock amazing immersive features that can boost your brand. Are you keeping up with these new technologies too?