18 July, 2017 - 08:40
The era of alternative realities - Virtual Reality (VR) and Augmented Reality (AR) - is taking over and what was once considered the future is now here. Previously limited to the realm of gaming - VR technology is no longer classified as emerging technology and by the end of 2016, widely held opinion was that VR was an established part of the now. One that's finding its way into all spheres of life, private and commercial, but predominantly in broadcast and content delivery, including marketing and advertising, events, training and education, and narrative film making.
Early adopters have been predicting a collective slide into a VR-enhanced world for years. Founder of Facebook, Mark Zuckerber, predicted: One day, we believe this kind of immersive, augmented reality will become a part of daily life for billions of people. His forecast was on point and is further supported by research that confirms VR's potential for emotional engagement. A study by ad tech firm YuMe and research firm Nielsen found VR elicited 27% higher emotional engagement than in a 2D environment and 17% higher emotional engagement than a 360-degree video on a flat screen. Adding to this, VR viewers were emotionally engaged 34% longer than when they viewed the same content in 2D and 16% longer than when they watched it in 360-degree video on a flat screen.
Mediatech Africa show director, Simon Robinson says, that the adoption of this technology has been extremely rapid and the potential user base is massive; anyone who owns a smartphone is a potential end user. Whether using the technology as intended by full immersion or just viewing in 360 [essentially a byproduct of the technology] - users are driving this tech category through sheer mass demand.
High-production Events:
Despite oversized headsets and unwieldy touch-responsive gloves, the potential of VR technology at events extends beyond its novelty and into value creation and as it becomes more mainstream, it's providing the opportunity to deliver a rich event experience. No longer a nice-to-have' - event organisers are increasingly integrating VR as a rudimentary element of events. The high-production end of the events industry is looking for that personalised event experience, and VR is more in demand as a result. ABBA's announcement that their 2018 reunion tour will be a virtual and live performance' confirms the limitless possibilities of this technology and confirms the uptake of the technology in this environment.
Robinson says, One thing that's certain is venues will have to transform so as to meet the more advanced technological requirements that events now require.
Immersive Brand Experiences:
VR is an ideal vehicle for storytelling and high-end experiences and a lot of money is being invested in the technology as brands seek to better engage and connect with consumers. This is further driving the growth of this category. Steven Pinto, CEO of technology company, New Reality, says that many progressive brands are creating and sharing immersive experiences with customers: Full 360 degree experiences that tap into all the senses, blocking out all external distractions.
Globally Oreo used it to promote its new Filled Cupcake Flavored cookies, creating an animated virtual world that took users through a mystical fantasy land complete with milk rivers and chocolate canyons. Mercedes showed off its latest SL model with a virtual drive on the Pacific Coast Highway in California. Users were able to look around the interior of the car, peer up through the sunroof, and watch as the car navigated the road. When transitioned to convertible mode, a glance to the right revealed the Pacific Ocean. Shoe company Toms took users to a remote village in Peru where they could experience a giving trip. Kids then appeared, happy and grateful for the arrival of, and attention from, the volunteers. The immersive experience allowed for incredibly emotional storytelling.
Pinto says, By creating hands-on experiences, attendees are more likely to cultivate memories and build emotional connections with your brand or event. With the ever growing need to escape, it's only the progressive who will keep up with the ever growing consumer need to have a deeper emotional touch point with the brands they interact with every day. Adding to this he says, In a world that's physical - brands need to elevate the customer experience to a new reality.
Education and Training:
Workforce training is another area where VR is being used most effectively. Part of its appeal lies in the fact that it's safe, more accurate, cost-effective, and it has the unique ability to transport you to an entirely fabricated, yet completely real environment which makes it more memorable. It's also participatory in nature - think simulations - so the tech allows users to experience situations and absorb information in a way that is more effective. It's highly visual which enhances learning and perhaps most importantly, it's fun, ensuring better recall. Without doubt, VR will transform the classroom, universities and offices of the future.
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Film and Production:
Not long ago immersive, experiential and virtual reality were terms considered to be on the outer fringe of film-making but today many believe that film is one of the key outposts of this generally unfamiliar and constantly expanding frontier. The BBC recently reported that analysis shows that by 2021 - the VR industry could generate revenues of U$75bn (£60bn) annually. Not everyone agrees. Some of the old guard in the industry are skeptical of
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18 July, 2017 - 08:40 
