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RESEARCH, ANALYSIS & TRENDS
VR & AR on the verge of success
Both Virtual Reality (VR) and Augmented Reality (AR) spending just rising to a comparatively low $33.9 million
are expected to have a bright future in terms of worldwide.
opportunities, but they are entering the race with
unequal conditions. Both technologies are already Opportunities for VR Marketing: So far, VR only
mature and considered useful applications in different offers a convincing experience with a special headset
areas: since the triumph of Pokémon GO, most and that’s the crux of the matter. The corresponding
marketers are open to these new technologies. devices from well-known manufacturers such as
Samsung, Sony or Oculus Rift are already on the
According to a survey by Capgemini, both technologies market, but still quite expensive. Although there are
are predicted to be standard in three to five years. hopes in mobile VR experiences, as soon as 5G mobile
However, the status quo of both technologies differs networks are installed, AR has still enough time to
considerably: extend its lead. Even if there was suddenly enough
affordable VR hardware, those in charge would face
Augmented Reality has a head start: Virtual Reality the next problem of providing rousing content.
gives the viewer a realistic experience that allows him to
completely immerse himself in a virtual world. This As always, ‘Content is King” which gives marketing
requires special hardware, such as VR glasses, through professionals a chance to benefit from the currently
which 360-degree videos or simulations run like in a existing content vacuum. Anyone who manages to offer
video game. AR is less time-consuming, because the inspiring content can attract global attention early on
underlying technology enriches reality layer by layer with and tie fans to their brand, similar to what the first viral
virtual information that fits into the real picture. These videos at the beginning of the video content era
include navigation aids or markers that are displayed via achieved. But although AR is currently ahead, it is
smart glasses or head-up displays (HUDs). The fact that unlikely that VR won’t play any role in the future.
AR can also be used without additional technical Rather, technological development will make it possible
equipment gives it a head start in its distribution. to blur the boundaries between the two, since future
Facebook, Instagram and Snapchat AR already use it as hardware generations optionally allow full VR
standard, and the Apple Maps app also contains more experience or data-enriched real images and experts
and more maps enriched with AR content for buildings predict new AR devices that will replace smartphones
such as airports or shopping malls. The beauty brand in the future. Hence, those who can now systematically
Estée Lauder, for instance, uses AR to allow consumers build up reach and audience with appropriate content
to virtually try on new lipsticks. However, these will win. ◊
opportunities are just the beginning. By 2022, the AR
marketing spend is expected to reach $ 117.4 billion, By Daniela La Marca
whereby VR is lagging tremendously behind with
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