
Guy Parry-Williams, founder of Imedia8, takes a look at the value of video and immersive technology in helping companies reach a bigger audience
By Contributor
Published: July 4, 2022
Guy Parry-Williams, founder of Imedia8, takes a look at the value of video and immersive technology in helping companies reach a bigger audience
target=_blank title=Share on LinkedIn class=share-linkedin>
The metaverse and virtual reality (VR) has had the weight of a number of large big technology companies behind it in the last year; spearheaded by the likes of Apple, Meta, and Microsoft. Not only did we see its proliferation increase substantially over the pandemic, but the hype has yet to deter, particularly with speculation around products such as Apple's RealityOS and its AR/VR headset.
That said, the technology itself, particularly within enterprise systems, has been relatively slow in its adoption. This is because immersive content is more resource-intensive and therefore more expensive to develop, which in-turn creates quite the barrier amongst smaller companies.
Amongst all of the upward trajectory surrounding the metaverse, it's easy for early-stage companies to get swept up in the overwhelm and believe that they need to incorporate this into their strategies. What's needed, however, is a return to implementable video marketing models, and a refined strategy incorporating the value of video and immersive technology, before companies even begin to utter the word metaverse as a potential revenue stream.
The metaverse of madness The metaverse is by no-means a new concept. In fact, it has existed since the first iterations of the 3D internet in the latter part of the 20th century and early 2000s. However, it has developed substantially in recent years, as charged by the entertainment industry in a bid to make gaming and consumer experiences more immersive. Sitting at the intersection between technological developments and consumer experiences however, lies the issue of hype.
Over-hyping has been a long-standing issue in the tech industry. Major players and media outlets have a combined tendency to take something and transform it into a buzzword, which is louder and more overbearing than the real innovation at the crux of immersive technology.
This has happened to VR to an extent. The global AR and VR market is expected to grow to $209.2 billion this year, but the risk here is that it will be consigned to the drawer marked gimmick if teams do not focus on providing the end-user with a truly new experience that is of value to them. VR for the sake of VR does the industry no favours, but when the real benefits can be identified, it will prove to be ground-breaking.
VR is a profitable, but the adage walk before you can run rings true In the case of corporations and enterprise, the metaverse and VR is significantly more challenging to implement, because you're working less on the basis of entertainment and more in the bustle of protocols and efficiency.
Being able to operate and monetise VR is also incredibly tricky at a lower level because the software solutions which allow VR content to play are fairly limited compared to standard video. Additionally, the option to play 360 VR content outside of using YouTube is restricted, so it's near-impossible for startups or SMEs to supercharge an in-house VR or metaverse strategy.
That said, it's not impossible to create an impactful, well-rounded video and VR strategy that gives startups and enterprises the competitive advantage. The metaverse and VR can work within business' processes, but not without understanding how to get there first. If companies opt to join the metaverse minefield before focussing on a holistic approach when it comes to the possibilities of video, they may be at a disadvantage when it comes to unlocking the future of VR's potential.
Recognising the value of video Video marketing was experiencing an upward trajectory before the pandemic, but its inception was certainly a catalyst in many businesses recognising its value. For instance, many companies had to pivot during this time, from somewhat traditional marketing methods to ones which adopted a video-focussed, digital-first approach.
For some, this also included adopting a variety of innovative video strategies that incorporated VR and broadcasting so that their services could still be rolled out during a time where audiences all moved online. The result was ultimately their survival and, beyond this, they've been able to move past this to now grow, adapt and ultimately keep ahead of the competition. However, whilst video marketing is becoming increasingly prolific, this poses more challenges: with many businesses adopting such a strategy, cutting through the noise becomes difficult. So, being able to exhibit a video marketing procedure, but doing so in such a way that aligns with a business' core values and highlights its USPs, is fundamental.
Ultimately, video content is a complex beast: but when it's done right, it not only supercharges corporate marketing strategies, but it's also impactful in terms of revenue, too. Then, once this has been mastered and profitable, companies can look at what the metaverse means to them.
More from TVB Europe
15/04/2025
Jan Krupp, VFX supervisor at Scanline VFX, tells TVBEurope how the company created a range of environments for the Netflix film
By Matthew Corrigan
Published...
15/04/2025
Ateliere said that due to the current, unforeseen turbulence in the US and in the global business and financial markets the company is no longer in a position t...
14/04/2025
Stanley has been promoted to the role following seven years as general manager with the company
By Matthew Corrigan
Published: April 14, 2025 Updated: Apri...
14/04/2025
StreamAMG delivers more than 15,000 live events each year, with over 52,000 hours of content watched in 200 countries
By Matthew Corrigan
Published: April 14...
14/04/2025
TVBEurope content director Jenny Priestley sums up her 2025 NAB Show experience, from the end of AI hype to the impact of tariffs, trying out virtual production...
11/04/2025
Two creative projects will receive awards of £35,000 aiming to boost innovation in 5G across the media and entertainment sector
By Matthew Corrigan
Published...
11/04/2025
The London VFX studio has strengthened its pipeline team with two promotions and a new appointment
By Matthew Corrigan
Published: April 11, 2025 Updated: A...
10/04/2025
The report outlined a package of proposed measures to ensure domestic production...
10/04/2025
Attendees travelled from 160 countries around he world to the media and entertainment industrys Super Bowl event
By Matthew Corrigan
Published: April 10, 202...
10/04/2025
Kitty Higinbotham, president of Wall Street Communications, tells TVBEurope why communication skills are essential in an ever-changing industry
By Matthew Corr...
09/04/2025
Located across from Panavision London's camera and optics rental business, the new site is nearly 10,000 sq ft larger than the previous facility
By Matthew...
09/04/2025
The project aims to enable flexibility and integration to ensure consistent graphics experiences across diverse platforms
By Matthew Corrigan
Published: Apri...
09/04/2025
The proposal includes an investment of £20 million in local industry and could create up to 4,000 jobs
By Matthew Corrigan
Published: April 9, 2025 Updated...
09/04/2025
Andy Sumner also joins the company supporting its recent expansion into Liverpoo...
09/04/2025
TVBEurope celebrates the stand-out products on show in Las Vegas
By Jenny Priestley
Published: April 9, 2025 Updated: April 13, 2025
TVBEurope celebrate...
08/04/2025
Channel 4's Top Guns: Inside the RAF puts viewers at the heart of the action, following the service as it carries out operations around the world. Mark Tatt...
08/04/2025
DPP CEO Rowan de Pomerai and CCO Mark Harrison talk to TVBEurope about the organisations first decade, plans for the future and challenges facing the media indu...
08/04/2025
Reports say ProSiebenSat is lining up the investment bank to repel the Berlusconi-owned company as it seeks to retain independence
By Matthew Corrigan
Publi...
08/04/2025
Jodi Morelli, acting head of external communications for Globecast, and growth manager, North America at RISE talks to TVBEurope about the need to stay curious,...
07/04/2025
The company debuted new products, accessories and upgrades ahead of NAB 2025
By Matthew Corrigan
Published: April 7, 2025
The company debuted new products...
07/04/2025
Production company Fulwell 73 and financiers Cain International plan to build 20 premium sound stages at the complex
By Matthew Corrigan
Published: April 7, ...
06/04/2025
TVBEurope content director Jenny Priestley sits down with new Grass Valley CEO Jon Wilson to discuss his vision for the company going forward, what that means f...
04/04/2025
In our latest article on a piece of broadcasting history, Vizrts Russell Leak tells TVBEurope how his Dad created the motor used in a BBC 1 ident from the 1980s...
04/04/2025
The agency aims to bridge gaps in product strategy, development, and go-to-market programmes for media tech companies around the world
By Matthew Corrigan
Pu...
04/04/2025
Carole Pigeard, SVP of global sales at Moments Lab tells TVBEurope how diverse perspectives fuel evolution in the media and entertainment space
By Matthew Corr...
03/04/2025
Innovations across Premiere Pro and After Effects deliver AI-powered upgrades and workflow improvements, said the company
By Matthew Corrigan
Published: Apri...
03/04/2025
The new upgrades aim to enable smarter tracking, greater control, and faster workflows while expanding interoperability across robotic systems
By Matthew Corr...
03/04/2025
From a trip to space to the inaugural Sports Summit, and a look behind the camera of Wicked, this is whats on the TVBEurope teams radar at the 2025 NAB Show
B...
03/04/2025
Because of the nature of this sort of sliding scale of tariffs, there are opportunities that werent there before, analyst Alice Enders tells TVBEurope
By Jenny...
02/04/2025
Sally Wallington, SVP of sales at Pebble, explores the mission-critical considerations broadcasters should make when choosing a playout provider
Sponsored Cont...
02/04/2025
TVBEurope meets Tim Claman, chief product officer at Avid, to discuss the compan...
02/04/2025
Submissions will be accepted up until 23:59 PST on 2nd April
By Jenny Priestley
Published: March 24, 2025 Updated: April 3, 2025
Submissions will be acc...
02/04/2025
Leclerc will work with group members to explore and champion UK digital media distribution via broadcast, IP, mobile or hybrid delivery
By Jenny Priestley
Pu...
01/04/2025
Adopting open standards, the solution aims to provide workflow standardisation, allowing for automation and other innovations across a diverse range of markets
...
01/04/2025
Submissions will be accepted up until 23:59 PST on 2nd April
By Jenny Priestley
Published: March 24, 2025 Updated: April 1, 2025
Submissions will be acc...
01/04/2025
The AI issue takes a look at how AI is reshaping broadcasting, including areas such as sports commentary and archiving and storage, plus we discover how Norways...
01/04/2025
Joining the company with more than two decades of experience forging and scaling alliances in the industry, Wastcoats role will support TVUs strategic developme...
31/03/2025
Submissions will be accepted up until 23:59 PST on 2nd April
By Jenny Priestley
Published: March 24, 2025 Updated: March 31, 2025
Submissions will be ac...
31/03/2025
The company is said to be working with KPMG on a deal that could include the sale of a majority or minority stake
By Jenny Priestley
Published: March 31, 202...
31/03/2025
The confidential agreement ends multi-jurisdictional litigation between the parties over the issues
By Matthew Corrigan
Published: March 31, 2025 Updated: ...
31/03/2025
Em Bell, senior client services coordinator at dock10, tells TVBEurope why a can-do attitude and problem-solving mindset is ideal for the TV industry
By Matthe...
28/03/2025
TED-Ed series Ada fuses storytelling with eye-catching animation. The Should We ...
28/03/2025
Rita Madeira, content producer at Digital Azul, tells TVBEurope how the industry thrives on connections and welcomes curiosity
By Matthew Corrigan
Published:...
27/03/2025
The Mini has a footprint equal to the size of an average smartphone and can be placed side by side for use in stereoscopic or volumetric video
By Jenny Priestl...
27/03/2025
The teams behind House of the Dragon, Masters of the Air, Silo and The Lord of t...
27/03/2025
The initiative aims to help young women pursue higher education in broadcast and media technology, offering financial assistance and networking opportunities
B...
27/03/2025
We believe that ProSiebenSat.1 needs a strong shareholder that can provide expertise and experience in the industry, making an active contribution to its growth...
26/03/2025
The Chancellor presented her speech in the House of Commons today
By Matthew Corrigan
Published: March 26, 2025 Updated: March 27, 2025
The Chancellor p...
26/03/2025
The council will guide key focus areas to help grow a more secure, interoperable and effective media creation ecosystem, said the organisation
By Matthew Corri...
26/03/2025
Donna Thomas, executive vice president, Vubiquity talks to TVBEurope about how nurturing an early entrepreneurial streak paved the way for her career
By Matthe...