We are moving super fast towards a technological revolution, and are continuing to bridge the gap between reality and fantasy. A big sign of this is how Virtual Reality (VR) is popping up and growing everywhere. This technology has been at play for a while, revolutionizing businesses far and wide. Advertising is one such sector that has encountered unprecedented changes due to VR. And when combined with the Metaverse, a collective virtual shared space, VR has the power to revolutionize how brand exchanges happen.
VR means more immersive experiences
VR enables brands to create an immersive and interactive world for their customers, further increasing customer engagement. For example, imagine a clothing brand allowing you to try their latest collection virtually, all from the comfort of your living room. This engaging way of storytelling goes a long way in establishing a solid customer-brand connection.
VR is undoubtedly the best way for brands to showcase their products to customers. A 360° tour of a new car, allowing colour, interior, and feature customization, could significantly influence potential car buyers’ decisions. VR technology can also let furniture brands show customers how a furniture piece would look in their home. With detailed product explorations, VR can clear a customer’s doubts regarding a product and encourage purchasing decisions.
With new technologies taking their place in the advertising landscape, passersby can scan a QR code on a billboard and be transported into an immersive world through VR. A blend of AR and VR can turn dull OOH spaces into visually appealing interactive ads that boost customer engagement. Moreover, advertisers can also work on creating interactive point-of-sale displays with AR, which can help retailers bring their products alive in-store. These AR-powered displays can make the shopping experience more interactive by providing customers with additional product information, from demo videos to special offers.
With social media platforms like Facebook and Instagram shaping into Meta and several other brands looking forward to leveraging a shared digital universe, location targeting in advertising will become more meaningful than ever in the Metaverse. The ability to reach your target audiences in their favourite digital hangouts will drive more brand engagement. In addition, sponsored virtual events like product launches, fashion shows, and more will help create a shared virtual community. We had already seen something like this happen when Fortnite hosted a virtual concert with rapper Travis Scott.
With Apple Vision Pro announced, virtual reality app developments will receive a tremendous boost. VR will now soon be used to gather insightful data into consumer behaviour. Brands can track users’ movements, gaze direction and interactions, giving rise to even more personalized advertising. Furthermore, users can create their own avatars, which can further become a marketing opportunity, with brands creating wearable ads.
The booming world of VR brings endless possibilities into the realm of advertising. However, brands must be mindful of consumer privacy concerns and the much-needed balance between immersion and intrusion. When coupled with Metaverse, VR can help marketers unleash their creativity without boundaries, with immersive ad experiences at the forefront. VR can be more than just a mere channel for advertising; it could reinvent the marketing fundamentals.
Immersive and personalized are the keywords for the future of advertising. As VR technology continues to evolve, its applications in advertising will too. Brands that are first to seize these opportunities will become new advertising pioneers.
Views expressed above are the author’s own.
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