Media Revolution Is Here
The next media revolution is immersive technologies, otherwise known as Extended Reality.
An Accenture Technology Vision 2018 report shows that 52% of enterprises worldwide are developing an XR strategy, while 79% believe that XR will have a broad, cross-industry impact over the next three years.
The ability to deliver an experience that forms emotional connections and brings brands and consumers closer together is perhaps XR’s greatest marketing potential.
The usage of Extended Reality technology allows advertisers to promote their message in a more interactive way by simulating real-world experience.
Digital agencies and media buyers can build up an emotional attachment to their brands, by offering consumers an XR-based immersive experience.
Impressive Numbers About XR
A recent study by PC Magazine and Statista showed that consumers want the XR experience in shopping.
This understanding gives marketers the opportunity to explore how their customers perceive their product before, during and after the purchase. Consumers are increasingly looking for XR to help them make a purchasing decision, and brands offering Extended Reality experience to improve purchases that they will have an edge over competitors.
5G Proclaims a New Era in Digital Marketing
Let’s remember how, at the time of the transition from 3G to 4G, the Internet bandwidth increased, and the application market simply exploded with thousands of new and non-standard offers. With the transition to 5G, the same thing is expected, except that it is 20 times stronger, because the possible transmission speed increases by almost 20 times. This speed will allow marketers to process more data, use higher resolution ads, such as 4K video, and also give advertisers the opportunity to personalize real-time messaging.
Additional 5G bandwidth will mean faster load times, less impact on advertising performance and easier navigation on websites.
The massive introduction of 5G will be the foundation upon which the “futuristic” technology, XR, is built. Let’s take a live broadcast as an example: with 5G, this new technology allows us to create an interactive experience and the ability to view various content in real-time.
Our recent project successfully confirms this.
Advantages of XR in Media
- Engaged clients
XR-based applications offer immersive experience by providing useful information based on the context of use, allowing companies to engage users with their products or services.
- Interactive approach
Extended Reality on par with great UX offers a new content delivery approach, making it more interactive.
- Enhanced sales
Leveraging XR-powered technologies, companies enhance sales by improving customer interaction with their products or services
- Non Intrusive Experience
XR-based solutions are non-intrusive and therefore more appealing
- Brand Awareness
An effective mobile strategy can significantly contribute to an increase of brand awareness
XR apps are easily accessible via most electronic devices
Why XR technology is worth considering?
AR/VR Applications in Media
AR interactive labels
These are the labels that are animated in augmented reality.
Snoqualmie Brewery, a Washington-based brewery, created an AR interactive label for its product, the American Pale Ale Sno Falls.
When the buyer just looks at the bottle, it shows a static scene of a waterfall. When the same image is viewed on the screen of a mobile device using the free Layar application, it comes to life as if in the world of Harry Potter and shows viewers a series of funny and realistic scenes. Some of the animations include fish swimming upstream and flying birds from the screen.
It is also possible to give customers valuable information about the product with the help of AR. Augmented Analytics is an advanced BI tool that helps to get the aссess to the key performance metrics like inventory metrics, sales or any relevant information.
Using augmented analytics users see the most actual data in 3D which is natural to human perception.
It’s no secret that the huge number of advertisements and announcements that are now in every city is just visual pollution. Now ordinary billboards and signs do not fulfil their function – attracting customers.
Interactive billboards can fix it easily. How to present your product to clients is all at the mercy of your marketers, but there is no doubt that it gets a hold of customers.
AR face filters
AR face filters have become extremely popular. Snapchat and Instagram are replete with various filters and face masks. To create an unusual mask plus to connect advertisements to it is the recipe for a quick and easy increase in brand recognition.
AR product configurator
Augmented reality (AR) product configurator is a unique tool allowing customers to easily configure custom designs as well as update different product features, such as colour or texture in real-time. As a result, companies that deploy an AR configurator establish a more efficient visual and emotional connection with their audience.
With an AR product configurator, users can position a virtual product model into the actual location, moving and rotating as necessary. This helps potential customers easily visualize a product before actually buying it.
VR to explore new dimensions
You can also use XR technology to learn new skills. Many museums, galleries, universities, lectures and more use AR / VR technology to educate people. Thanks to interactive museums and galleries, people from around the world for a meagre fee, or even for free, can visit world-famous places and see the heritage of mankind. It is also possible to get a new speciality after completing VR courses. The operation scheme of such applications is simple: first, a high-poly 3D model is drawn, the art-asset technology is applied and any phone or AR / VR reality glasses can reproduce the desired picture.
Some of Our Last AR Projects in Media
AR solution for ZERNO
ZERNO is a Ukrainian magazine about farming and agriculture.
• With the Zerno mobile app, users can view additional digital content overlaid on a printed page. This content includes images, videos, and 3D models.
• Users can also see and listen to the 3D models of agricultural machinery.
Virtual Reality Tour to the Gallery
Softengi’s VR tour allows users to visit the Louvre or the Metropolitan Museum directly from their room or from any other location.
• With a VR headset, users can experience the entire museum space in 3D format, exploring each object in detail.
• The VR prototype is created based on a high-poly model when using Maya, 3D computer graphics application, and Arnold, ray tracing 3D rendering application.
AR Mascot for AZIOT
We have created an AR mascot, an animated 3D character, for the mobile app for IoT hub to make its use more interactive and entertaining for users. What are the benefits of creating an AR mascot?
• Smart and emotional visualization of data with mascots.
• Communication with customers via gadgets that resonates with the generation Z & X
• Emotional attachment to the mascot for adults and kids.
Such examples will bring not only positive, stable brand moods and protection of clients’ interests, but, ultimately, steady income streams.
We can expect new XR applications to emerge as brands strive to create an impressive experience that seamlessly switches between the physical and digital world.
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