How augmented and virtual reality have impacted the media
Jessica DeBattista, Communications Trader at Match, talks us through how virtual reality and augmented reality have impacted the media industry.
I remember sitting in my Media Cultures unit at Western Sydney Uni (Or UWS back then) having the debate about when Virtual Reality (VR) will be come a promenant part of our everyday lives. Safe to say, seven years later we have seen some significant advances in the ways VR and now even Augmented Reality (AR) are being consumed in everyday life. We have truly taken the first steps to a complete landscape of imagination. But how far are we from VR and AR reaching mass scale and their full potential?
Over the last 12 months a lot has been discovered and released around the world of VR and AR. It’s like the big global corporations are rewarding modern society for the amount of personal data we willingly provide them . We now see advertising, marketing and new trend/products that are tailored to our personal preferences.
We as consumers are finally reaping the rewards of advertising and now have the ability to interact with advertising as it is taking place through VR. Although, not sure how pleased these poor people in Vienna felt participating in Sky Austria’s Scary Shelter VR display.
Moving away from the advertising space and into personal consumer experience we would be fools to not talk about the 2016 App of the year- Pokemon Go! Although this is not the first AR game, it is the first to take the world by storm and has set a benchmark for all AR (or partial-AR) moving forward.
Cost and accessability
With new and competitive technology comes affordable accessories. First we saw the the Samsung Gear VR being given away for free with the Samsung S7 as an incentive to start testing the waters of life with VR. Next we have 360 degree Cameras which are equally affordable (under $300). This opens up the gateway for early adopters and brands alike to start to create more content.
How brands are adapting
Disney have brought colouring to life through the use of AR in making childdrens interation and experience go above and beyond the norm. Expanding the imagination of a small consumer whilst at the same time, delivering a brand experience. Disney is not throwing an ad in anyones face, however a parent/child are more likely to remember the brand Disney through this experience.
Media platforms are changing
Media channels are utilising VR to create a deeper content experience for their audience.
There’s so much potential to quite literally have magazine editorial content leap off the printed pages and into the consumer’s personal environment. We are seeing other markets take advantage of these opportunities however Australia is slightly behind on the uptake!
Think about the future… going to a concert without even having to leave the comfort of your own home. Or going furniture shopping without having to measure and worry if it will look nice in your house.
We believe that AR/VR will be tried and tested over the next few years, until content becomes more readily available and brands continue to offer unique and seamless experiences.
In 2017 we are going to see a lot more content produced in 360 degrees. State of Origin for example will be making the experience as good as front row seats. We will also see a number of new VR games coming into market.
We do not predict VR and AR will reach mass scale until post 2020 but the technology will continue to be accessible and affordable for all. We are still a few years away from experiencing the full landscape of imagination.
What’s next? Touch and feel within virtual reality is closer than we think… Check out how a VR Skinsuit Brings Touch To Virtual World here.
This post was brought to you by Jessica DeBattista in Team Trading at Match Media.