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.
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
16/05/2026
Helps to deliver a clean, balanced midrange
Developed alongside Newfangled Audio, the latest plug-in in Eventide's software collection has been designed...
16/05/2026
Brings onboard stem rendering to RANE System One
Engine DJ have just released Engine DJ 5.0, a free update for their Engine DJ OS embedded hardware and Engi...
15/05/2026
Last night, the Spotify Podcast Awards in Mexico returned to the country's capital. Now in its second year, the evening honors creators whose voices are hel...
15/05/2026
Rebranded show announced
Ahead of their 2026 return, Music Expo have announced that they have now officially changed their name to the MONO Music Conference...
15/05/2026
Fuzz pedal joins UK companys line-up
UK-based pedal makers Buzzing Bugs Audio Devices have recently unveiled their latest creation, the Bolster. Said to pay...
15/05/2026
Join Calrec at MPTS 2026 | May 13-14 | Stand A40 | Olympia, London We're looking forward to meeting up with customers and partners at this year's Media ...
15/05/2026
The six-part series is a co-commission with BritBox and Sony Pictures Television...
15/05/2026
Against that backdrop, IAB UK has added retail media to its Gold Standard. Jan Pitt, Commercial Director at ABC, spoke with Liv McCullagh, Retail Media Lead at ...
15/05/2026
Further to RT 's statement released yesterday and in the interest of full transparency, with the full permission of Derek Mooney, we are now publishing the ...
14/05/2026
At Spotify, we're focused on making every listening experience feel intentio...
14/05/2026
Spotify recently welcomed songwriters, artists, executives, and music students t...
14/05/2026
New articulations, ostinatos, Motion Scoring Articulation Sets & more
Sonuscore's flagship cinematic string library has just been treated to a significa...
14/05/2026
World-class studio opens on T rkiye's Aegean coast
P r Recording & Residence have announced their official opening, introducing a new world-class reside...
14/05/2026
Now supports channel layouts up to 9.1.6
Nugen Audio have just released an update for their AI-powered dialogue intelligibility and compliance tool. Set to ...
14/05/2026
New recordings & one-key chord tool
UVI have just announced the release of Orchestral Suite 2, a ground-up redesign of their all-in-one symphonic orchestra ...
14/05/2026
Two new arrivals & expanded factory content
Rob Papen's all-encompassing plug-in and virtual instrument collection has just been treated to another upda...
14/05/2026
Embed QR codes into DAW sessions
FSK Audio's latest plug-in doesn't process audio, but serves as an organisational tool that allows QR codes to be e...
14/05/2026
Rohde & Schwarz transforms spectrum complexity into situational awareness and ef...
14/05/2026
Rohde & Schwarz and Quantum Systems join forces to redefine EW and C-UAS-enabled...
14/05/2026
Rohde & Schwarz showcases STANAG aligned ARDRONIS Counter UAS capability at NATO...
14/05/2026
Code of Silence has won the BAFTA for Best Drama Series at Sunday night's ceremony at the Royal Festival Hall.
The series, starring Rose Ayling-Ellis and w...
14/05/2026
Vivid Broadcast was embracing remote production long before it became the industry norm. Now, with Calrec's True Control 2.0-enabled Argo M and Type R conso...
14/05/2026
Comscore Reports First Quarter 2026 ResultsRESTON, Va., May 14, 2026 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating...
14/05/2026
RT is today publishing the earnings of its top 10 highest-earning presenters for 2025, ahead of the publication of RT 's Annual Report 2025 later this year...
14/05/2026
What can I watch on UKTV and stream on U this week?
This week on UKTV and the free streaming service U, viewers can watch a range of new and returning programm...
14/05/2026
The high-stakes chase thriller from Oscar- and BAFTA-nominated writer Matt Charm...
14/05/2026
Back From The Brink airs Sunday 17 May and Sunday 24 May at 6.30pm on RT One an...
13/05/2026
13 May 2026
VEON Delivers Strong Start to 2026 1Q26: Revenue 17.0%, EBITDA 17...
13/05/2026
Thousands of props donated from Skys longest-running original seriesWednesday 13 May 2026
How a neon windmill from A League of Their Own ended up in a dogs'...
13/05/2026
SAN JOSE, Calif. - May 13, 2026 - Harmonic (NASDAQ: HLIT) today announced that I...
13/05/2026
A definitive portrait of one of Ireland's most influential musicians
New TV documentary airs Monday 18 May on RT One and RT Player at 9.35pm
Watch the...
12/05/2026
Spotify is where fans and artists come together, turning discovery into somethin...
12/05/2026
Features patented Marco-MMC clocking technology
Black Lion Audio's latest release combines the company's expertise in clocking with their renowned p...
12/05/2026
New Track Panel, sequencer upgrades & more
Following their recent public beta release, Reason Studios have announced the full release of Reason 14. With the...
12/05/2026
Rohde & Schwarz presents its advanced solutions for power electronics testing at...
12/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, has developed a modified fund raising p...
12/05/2026
FOX Announces Schedule for 2026-27 Season FOX'S POWERFUL NEW SERIES PIPELINE FUELS A BREAKOUT SEASON WITH RETURNING HITS AND BOLD NEW STORYTELLING ACROSS ...
12/05/2026
Customer demand for data continues to grow in the first quarter of 2026 at Magya...
12/05/2026
The latest drama underscores Sky's continued investment in regional production and Welsh creative talent.Tuesday 12 May 2026
Wales takes the spotlight in S...
11/05/2026
As Eurovision fans gear up to celebrate the 70th anniversary of the iconic song ...
11/05/2026
Pela primeira vez na hist ria, o Brasil figura entre os oito maiores mercados de...
11/05/2026
New desktop instrument focused on tactile performance
Bastl Instruments have announced the Kalimba, a new desktop instrument that combines physical modellin...
11/05/2026
Compact sampling workstation gains new features
1010music have announced the blackbox 2, a new version of their compact standalone sampler designed for DAWl...
11/05/2026
Performance-focused sequencer with microtonal control
Berlin-based KOMA Elektronik have announced Monoplex, a new 42HP Eurorack sequencer designed for hands...
11/05/2026
Boasts wireless control from mobile devices
The latest iteration of IK Multimedia's compact amp and effects modelling pedal expands on the capabilities ...
Guy Parry-Williams, founder of Imedia8, takes a look at the value of video and immersive technology in helping companies reach a bigger audience
