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RESEARCH
ANALYSIS
TRENDS

VR and AR on the cusp of success

Virtual Reality (VR) and Augmented Reality (AR) are And these opportunities are just the beginning: by
promising technologies that manage to provide 2022, marketing expenses for AR content are expected
marketers with new opportunities of delivering good to be around $ 117.4 billion; VR lags tremendously
content to their target groups. behind this number with spending of $ 33.9 million
worldwide.
However, they start into the race with unequal
conditions: VR gives the viewer a realistic experience So far, VR has only offered a convincing experience
that immerses him completely in a virtual world. This with a special headset, which is the crux of the matter.
requires special hardware, such as VR glasses, that The corresponding devices from well-known
run 360-degree videos or simulations like in a video manufacturers such as Samsung, Sony or Oculus Rift
game. AR is less complex because the underlying are already on the market, but cost up to USD 800. As
technology enriches reality in layers with virtual soon as 5G mobile networks are established, mobile
information that is fitting into the real picture. This VR experiences will probably increase, but until then
includes navigation aids or markings that are displayed AR has enough time to expand its lead.
via data glasses or head-up displays (HUDs).
Even if there were suddenly enough affordable VR
Thanks to Pokémon GO, consumers are already hardware, those responsible would face the next
familiar with AR technology, as well as with camera problem of providing exciting content. Aside from 360-
filters in smartphones or Snapchat lenses that let degree videos or pictures on Facebook, there is barely
dinosaurs run through the image or put animal ears on any VR content so far, but there are at least promising
heads. The fact that AR can also be used without initiatives. In fact, the content vacuum that currently still
additional technical devices gives it a head start in its exist, could even be a great opportunity for marketing
distribution. For example, Facebook, Instagram, and professionals. Those who manage to offer outstanding
Snapchat already use AR as standard, and the Apple VR content can attract global attention early and win
Maps app contains more and more AR maps for over fans in the same way as the first viral videos at the
buildings such as airports or shopping centers. The beginning of the video content era.
beauty brand Estée Lauder uses AR to enable clients
trying on new lipsticks - virtually.

July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience 24