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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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