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 ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
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...
16/06/2026
Bydgoszcz to Become a Local Centre of Excellence for Advanced Rail Technologies....
15/06/2026
Innovative three-band soft synth introduced
UVI's latest synth takes an interesting approach to synthesis, offering a trio of synth engines that each op...
15/06/2026
Applications now open for 2026
The Oram Awards have returned for 2026 to celebrate the unusual, unique and unfiltered creative worlds of women and gender-di...
15/06/2026
New intelligent auto-fader plug-in revealed
PSPaudioware's latest release offers automatic level adjustment and provides more detailed control than many...
15/06/2026
Greater Manchester Police installs Rohde & Schwarz security scanner for custody ...
15/06/2026
Insights from NAGRAVISION's latest industry webinar featuring One Hungary, Liberty Global and Media Press Group
In this blog, Laura Rognoni explores the k...
15/06/2026
Monday 15 June 2026
Sky News takes viewers inside Minab in new film investigati...
15/06/2026
Fox Corporation to Acquire Roku, Inc. Combination Creates a Scaled Media and Technology Platform with Superior Reach, Engagement and Monetization Capability
...
14/06/2026
Library captures 1960s R&B/pop drum sound
Following on from their recent wave of plug-in effects, Iconic Instruments have just launched an all-new virtual d...
13/06/2026
Latest expansion pack includes 252 presets
Devious Machines have recently introduced another expansion for their powerful multi-effects plug-in, Infiltrator...
13/06/2026
Create custom DAW/plug-in controllers using prompts
MetaGrid have recently introduced an all-new AI Builder function to their touchscreen-based control surf...
12/06/2026
Simple Steps to Better Acoustics - Taming The Small Room
Most of us mix in spare rooms and small spaces, where the acoustics fight us at every turn. At Gear...
12/06/2026
Latest addition expands vintage-inspired effects palette
Meris' Ottobit pedal range draws its inspiration from vintage gaming consoles, and the latest a...
12/06/2026
Soundbox-based chamber strings series expanded
Sonora Cinematic have just announced the launch of the second instalment in their Soundbox-based chamber stri...
12/06/2026
With John Daro, DI Colourist at Warner Bros. Water Tower Color Tuesday 23 June, 10am-1pm or 3-6pm
Restar Corporation
Tokyo
Register here
John Daro is the ...
12/06/2026
Meet The Grumpy Onion Ireland's newest online sensation, all he wants is to ...
12/06/2026
RT stays Up All Night with brand new daily 2026 FIFA World Cup Vodcast
Adding to the fun around 2026 FIFA World Cup tournament, RT has launched a brand new d...
11/06/2026
As podcast formats evolve in the streaming era, podcasting needs updated, transp...
11/06/2026
As Spotify's global RADAR program enters its sixth year in Italy, a new class of artists is stepping into the spotlight. Today, we're announcing the six...
11/06/2026
Pride Month is a time for celebration, reflection, and amplifying the diverse stories and perspectives from the LGBTQIA+ community that enrich our world. To hel...
11/06/2026
First in new line of muted string libraries
VSL have just announced the launch of two new string libraries that represent the first two instalments in a new...
11/06/2026
New colour option for 61-key Launchkey MK4
At Superbooth 2025, Novation introduced the Launchkey Mini 37 White and Launchkey 49 White, bringing an additiona...
11/06/2026
Larger, but still compact!
Arturia's popular compact MIDI controller keyboard is now available in a, well, slightly less compact version! The new MiniLa...
11/06/2026
Eurosatory 2026: Rohde & Schwarz shapes the new-generation battlefield Rohde & Schwarz unveils next generation SIGINT/EW and CUAS solutions on uncrewed system...
11/06/2026
Rohde & Schwarz unveils NEMACS - Directional, ultra secure connectivity for the ...
11/06/2026
Thursday 11 June 2026
Daisy May Cooper rallies the nation ahead of ICC Women's T20 World CupTurn on cookies to view this content. Go to Privacy options and...
11/06/2026
Summer solstice shows from C il House and Late Date from 9pm on Saturday 20 Jun...
10/06/2026
Get Hands-On with Interfaces & Mic Preamp Brands
If youre after a new interface or preamp, then GearExpo UK is the place to be! Well have a whole host of au...
10/06/2026
November 13-14 2026, The Midway, San Francisco
Following their recent rebranding, MONO Music Conference (formerly Music Expo) have officially announced thei...
10/06/2026
Debut instrument free for limited time
deFORM is the debut release from newly founded developer ebbandflow, and it's being offered as a free download fo...
10/06/2026
Rohde & Schwarz and TRUMPF advance laser-based drone defense with THORIS LCS Rohde & Schwarz is showcasing THORIS at ILA 2026: A sovereign, end to end counter...
10/06/2026
MAHLE and Rohde & Schwarz develop application for sensor testing of modern drive...
10/06/2026
10 Jun 2026
VEON's Banglalink Brings Every World Cup 2026 Match to Football...
10/06/2026
Wednesday 10 June 2026
How to watch every ICC Women's T20 World Cup 2026 match live on Sky Sports
Where is the ICC Women's T20 World Cup 2026 availabl...
10/06/2026
Wednesday 10 June 2026
P RLA brings first-ever Beautifully Clean Oral Care'...
10/06/2026
Wednesday 10 June 2026
Sky reveals pulse-pounding first teaser trailer for upco...
10/06/2026
Wuppertal June 10, 2026
Riedel Artist at the Heart of the 14th World Live Neurovascular ConferenceAt the 14th World Live Neurovascular Conference (WLNC) in Li...
09/06/2026
Last month, Spotify hosted PURE FLOWERS LIVE, a special event celebrating the re...
09/06/2026
Last month, RADAR U.K. artist Skye Newman took the stage in East London for a sp...
09/06/2026
Company to cease operating on 30 June 2026
Australian loudspeaker and amplifier manufacturer Wayne Jones Audio have announced that after much consideration,...
09/06/2026
Increases low-end weight and character
The latest plug-in release from Sheffield-based fedDSP aims to offer an all-in-one solution for users in search of mo...
09/06/2026
Introduces AI Studio Assistant, Moises Studio integration & more
Fender Studio have just announced the launch of a significant update that brings an array o...
09/06/2026
The BBC has found its Hercule Poirot.
After Deadline revealed last month that t...
09/06/2026
Filming to take place in Holmfirth
9th June 2026, London: U&GOLD is heading bac...
09/06/2026
X-Rite Pantone Launches Offset360 to Modernize Color Control Across Existing Pre...
Guy Parry-Williams, founder of Imedia8, takes a look at the value of video and immersive technology in helping companies reach a bigger audience
