As virtual reality continues to grow in popularity, advertising is sure to be close behind. Google recently made a big announcement regarding their future plans for advertising. Their recent Google Developers Blog details the plans for mobile VR platforms.
The entire VR advertising project is being run by Area 120, which is Google’s workshop for experimental projects. One of the first ideas shared is a floating cube. Activated by either a tap or gaze, the cube is designed to seamlessly integrate into a virtual environment.
The cube format can use existing ad formats, which allows for a larger field of advertising opportunities. Companies don’t have to develop entirely new VR ads. Instead, they can use existing ads, including flat video. VR isn’t quite popular enough for many companies to develop VR-specific ads, so using existing ads is usually the most cost-effective solution.
Google’s plans for VR advertising are still being developed. Currently, developers can apply for early access to the VR Ads Plugin for Unity program. The ad format will be tested on Android, iOS, Daydream and Gear. The name implies the ad system will be similar to mobile ad platforms, with ads able to be easily plugged into existing VR content.
Advertisers are sure to love the flexibility VR ads offer. After all, they don’t have to spend time or money developing ads specifically for VR. Instead, their existing ads can be used in an all-new space.
The VR User Experience
While that’s all great for advertisers, what about consumers? VR users aren’t exactly thrilled that the VR experience is increasingly easier to advertise in. What advertising strategies are people likely to see develop within virtual reality?
Traditional methods might not be effective. Picture a free-to-play mobile app, like a game. Many apps are covered in ads. There might even be ads permanently displayed on the screen.
This is unlikely to work inside a virtual space. A virtual environment is incredibly immersive. The user is transported away to a fictional land. Ads will break that immersion. Plus, anything which disrupts the immersion is likely to annoy the user. The user’s feelings towards the brand will likely not be positive.
Google’s cube format is widely expected to be successful precisely because of its simplicity. The cube is unobtrusive but still visible. Versatility is another benefit. Unlike a banner, a cube can fit into smaller spaces. When dealing with a three-dimensional virtual environment, ad placement takes on a new layer of complexity.
So, where will these ads be placed? Some VR developers are already experimenting. The ideal placement seems to be away from the main action of the VR experience. Ad cubes seem to work best in pause menus, loading screens and similar.
The Future of VR Advertising
As new technologies emerge, advertising is sure to follow. Even though virtual reality is still not quite a mainstream technology, its popularity is poised to explode quickly. Google is already helping advertisers to prepare. While there will likely be some missteps along the way, hopefully both advertisers and consumers are able to successfully navigate the future of VR advertising.
Is your business ready for virtual reality? Basically, anyone with a smartphone and a cardboard headset now has the ability to experience virtual reality. Businesses in practically every industry are finding success with VR – and your business can, too!
Right now, virtual reality for businesses is still in its early stages of development. This means today is a great time to develop a VR marketing plan for your business. Many businesses benefit from a five-year plan. Let’s take a look at how virtual reality will impact your business in the next five years:
Product Development will Improve for Less
Product development costs time and money, but many of these issues can be improved with virtual reality. Complicated products can be developed virtually, which helps reduce material costs. Plus, virtual models allow managers and other decision makers to assess product development early on.
Potential Customer Markets Will Grow
The customer base for VR is currently limited by cost and social stigma. In the next five years, both of those are likely to drop. You might not think your customers are interested in VR, but that could change in the next few years.
For instance, seniors living in retirement communities might not be obvious candidates for virtual reality experiences. But as VR becomes more accessible, the elderly and others with limited mobility are a large potential market. Understanding your customer base today will help you understand how to use VR marketing successfully in the future.
Advertising Opportunities will Expand
VR already operates in the worlds of gaming, movies and other entertainment. Those industries will likely always be near the forefront of how VR is used. But advertising shouldn’t be overlooked.
VR has plenty of opportunities for direct advertising and brand promotion. Think of this as similar to mobile search. Mobile marketing plays a big role in advertising for brick-and-mortar businesses. In the next five years, virtual reality will likely play just as big of a role in real-world purchasing.
Internal Business Operations will Change
The internet allows for a variety of far-flung teams to work together on a single project. Virtual reality helps to create additional team cohesion. Look for virtual meetings to become more and more common. Groups can tour virtual locations, view a virtual presentation and more.
On-the-job training can also benefit from VR. Trainees from around the world can all meet to learn in a virtual environment. This is especially useful for situations where training in the real world can potentially be dangerous. Any type of hazardous field work will likely benefit from VR training.
Improved Visualization of Large and Complex Projects
Large, complicated spaces are hard to visualize from blueprints and drawings. VR is an excellent design resource. With a virtual reality walkthrough, designers gain a unique perspective of a potential building or other structure.
A project doesn’t have to be big to benefit from virtual reality. VR allows for easy and close-up viewing of small, complicated objects.
Virtual design has a tremendous cost advantage. A project can be tweaked, changed and re-engineered virtually without concern for material costs and other physical expenses.
Virtual design also helps increase safety. Complicated installation procedures can be first learned virtually. Expect to see virtual training throughout construction and manufacturing industries.
VR Offers Versatility
Virtual and augmented reality are flexible enough for practically every type of business. VR can be used for product development, advertising, inter-office communication and more. A business can even hold virtual reality events to connect with customers.
Businesses of any size will likely benefit from virtual reality in some way. The question isn’t “if” VR will work for your brand. Instead, the question is “how” to incorporate VR. Will your VR efforts be customer facing or for employees?
Talent Management will Change
Virtual reality will improve the capabilities of remote workers. In situations where some of the team works onsite and other members work elsewhere, VR will allow for increased communication.
VR can help improve hiring procedures, too. A potential hire can use VR to spend time within an organization. This can be a great way to assess the individual’s fit within the company culture.
VR will Improve B2B and B2C
Many VR strategies are customer focused. After all, VR is still relatively new. People are interested in VR-based entertainment such as movies, games and other experiences where having fun is the primary goal.
But B2b organizations can benefit from VR, too. Virtual reality allows for easy communication with contractors and other businesses. Meetings can be held virtually. Products can be unveiled in a VR space.
VR will Impact Retail
Virtual reality will influence how people purchase physical products. For instance, VR will allow customers to virtually try a product before they buy. This will lead to an increase in the online sales of products which were traditionally more often purchased in a brick and mortar store.
Real estate is another industry which will likely benefit from extensive use of virtual reality. Potential homebuyers can tour a house virtually. This is also great for sellers because a virtual tour doesn’t interrupt their day-to-day living.
Virtual Reality for Business
Virtual Reality will have as big of an impact as both personal computing and the smartphone. No matter what type of product or service you sell, VR will likely be useful in some capacity. Businesses might use VR to create advertising and other content for customers. VR might also impact more behind-the-scenes areas such as product development and employee communications.
In the next five years, Toronto virtual reality will become a necessity for almost every type of business. Start planning today and your virtual strategies will translate to real-world success!
Even just a few years ago, the idea of virtual reality was more at home in the realm of science fiction than the real world of business. But today VR is more affordable, available and useful than ever before. Using just a smartphone and cardboard headset device, anyone can access a virtual reality experience.
While VR is fun and entertaining, it’s also good for business. No matter what type of product or service you provide, virtual reality can help you reach potential customers, improve site traffic and increase conversions.
Let’s take a look at five simple, effective ways VR can help your brand:
Virtual Reality is an increasingly effective way to train people in situations which would otherwise be very dangerous, expensive or otherwise impractical. In the medical field, surgeons can use VR to train for procedures; nurses can learn how to find a vein and other medical professionals can learn skills without having to practice on an actual patient.
Learning to operate complicated machinery such as a truck or airplane is another situation where VR training can be a big benefit. Before the popularity of smartphone-based virtual reality, aspiring pilots had to train in large flight simulators located in specific locations. Now people can learn complicated tasks from anywhere as long as they have a smartphone, VR headset, and the right training apps.
Sometimes touring a home in person can be logistically difficult. Real estate professionals are increasingly turning to VR tours. This lets potential buyers check out a house with no physical travel required.
Setting up the virtual tour requires two steps. First, the real estate professional must film the home for sale. They’ll capture every aspect of the house from the front door all the way to the back yard. Then potential buyers can tour the house virtually. Even better, they can take the virtual tour from anywhere and at any time. Virtual tours are also a lot easier on the seller’s schedule, too.
Immersion therapy is a well-established method to help people overcome phobias, anxieties and other issues. This type of therapy involves exposing the person to their fears in a controlled environment. For instance, if someone is afraid of dogs, the therapist will gently and safely introduce a dog to the patient. The idea is to slowly build comfort with whatever the patient fears.
Virtual reality allows for safe immersion in otherwise dangerous environments. Using a simple VR setup, patients can experience virtual heights, crowds or other anxiety-provoking situations. With the therapist’s guidance, patients have a safe setting where they can learn to manage their fears. If the session ever becomes too intense, the patient can “escape” at any time by simply removing their VR headset.
Many companies offer additional training opportunities for their employees. Virtual reality is a great addition to many in-office training programs. Employees are able to fully immerse themselves in subject to a degree not found in any other type of instruction.
Virtual reality is a fun, fascinating way to learn. A VR session is often more engaging than a traditional textbook or lecture. In some cases, a virtual classroom can be created where students across multiple locations can meet and share an online space.
VR also allows for easy group training. Trainees can all “meet” virtually for an instructor-guided course. Location and logistical problems are easily solved when everyone can connect online.
Virtual reality is entertaining. Almost any product or service can be packaged into a VR experience and sold as entertainment. If you sell a product or service which is visually interesting, you can showcase the experience in virtual reality.
For instance, the travel industry can often make excellent use of VR. Potential customers can use a VR headset to take a virtual tour of a distant location. When the customer can actually see themselves in some exotic locale, they’re far more likely to book a trip.
But really any business can benefit from VR. You can use virtual reality to take potential customers on a behind-the-scenes tour of your office or workplace. This helps create a personal connection between customers and your brand.
Virtual Reality for Business
VR headsets are cheap and available. But virtual reality isn’t currently a “must have” for every business plan. That’s actually great news! If you start developing a VR strategy today, your business will have a serious advantage over the competition.
Make no mistake: Virtual reality isn’t a fad. Much like smart devices, VR is going to fundamentally alter the worlds of business and marketing.
Developing a VR Plan
The first step towards developing a virtual reality plan is actually fairly low-tech. You need to understand who your customers are and what problem they want to be solved. Virtual reality is really just a tool. In order to connect with your customers, you’ll need to create VR programs which they’ll respond to.
Virtual reality for businesses has tons of potential. Whether you sell a physical product, virtual service or something else entirely, a virtual experience can boost brand awareness and conversions. Toronto virtual reality will soon impact the business world in a big way – is your business ready?
I had a chance to get an all access pass to the most recent DX3 Canada conference for digital marketing and innovation. I wanted to go to see what kind of synergy VR Vision could have with modern companies and utilize our expertise and technology to help advance business. I came armed with a pocket full of business cards, my mind, and a venti grande from Starbucks to keep the motor running.
Overall the show floor was packed full of businesses that were looking to expand into different markets, and many of the conversations I had showed extreme interest in the Virtual Reality markets. I wanted to get a sense of where businesses are going with technology and I wanted to interact with the vendors to see where a fit could be for working together. I also wanted to see what other VR companies were in attendance while picking their brains for innovation and ideas for growing our business.
I started out at the Samsung booth as they had a few demos up and running for people to try out with their Gear VR offering. They were showcasing the Galaxy S7 edge with a Gear VR for users to check out a simulated skiing experience. The experience was fitted with full out simulated ski’s as well as poles to complete the aesthetic. Users then were immersed in a downhill ski experience that felt real, even in spite the fact that the hardware (Gear VR) isnt that robust. They had a few other demo’s available within the Gear VR but I didn’t stick around to try them out as I was looking for something a little more immersive.
I moved on to the Holocube booth where they were not only showcasing holographic projections, but also an interactive display that allowed users to change clothes on an interface that had really cool retail application. Users could change simulated outfits (hats/shirts/pants/etc) and then see what those outfits looked like on a full screen digital display.
I played around with this for a bit and it was a lot of fun, and I can see retail application for this working extremely well, even if the technology isn’t quite perfected. The ease of use for trying on different outfits could fit very will in any major retail clothing outlet like Zara, H&M, and any other major brand clothing company.
From here I hopped over to an Oculus Rift booth that featured a few of the top Oculus titles being played in a seated experience environment. There was a line of people waiting to try out a horror experience as well as a deep blue sea underwater experience. Both of which require no controller and are fairly easy to setup for the end users.
People seemed to enjoy it as there was a waiting list that was about 15 people deep, which is a good sign of things to come for the technology. I had already tried similar experiences so I didn’t wait around to hop in the demo’s.
Microsoft also had their own display for a Hololens demo, but unfortunately they had some technical difficulties and my RSVP for the demo went in vain and I was unable to try it out. A shame because I was looking forward to finally checking out the Hololens in all its glory. I went from here to a session on how Virtual Reality is disrupting today’s markets, which also featured the Microsoft Hololens, so I was hoping to see the experience live during that session. Unfortunately they ALSO had issued during that session in getting the Hololens working, which doesn’t give me much confidence for the product coming to market.
Mixed Reality & What It Means For Your Business
The session on mixed reality was interesting in that they introduced me to some new technology that I wasnt aware of in the virtual reality marketplace. Companies are starting to adopt new technology to make their lives easier and Virtual Reality is leading the forefront.
Planograms: These were really cool diagrams that allowed retail products on shelves in a virtual environment so store owners could test out product placement and get feedback prior to launching a new layout for their store. The entire store would be mapped out in a virtual model that could be walked through and interacted with in order to get an idea as to how the layout would perform.
Dark Stores: These dark stores were a level above planograms in that there are fully built out facilities that are being utilized by businesses in order to have a test layout live in the field for building out shopping automation. The entire store would be open to a select group of people who would then in turn rate it and provide feedback in order for companies to have a good idea as to the layout and how it would perform in the live market.
These systems are being rolled out across the globe in order to help businesses succeed with their retail storefronts and are using technology to do so. The virtual reality component allows store owners to get a good idea as to what their ideal store layout should be and will allow businesses to save money and time by optimizing their stores from the get go.
Overall the VR market is starting to pick up steam and the engagement of virtual reality apps and businesses is at a crux where front runners are investing in VR in order to improve internal processes and overall sales. VR is still in its early stages and is set to explode in growth in the next 2-3 years, and companies that are starting to adopt the technology today will be ahead of the curve tomorrow.
Oculus and HTC are forerunners in the virtual reality (VR) realm. They are both the top in their respective hardware rights; Here you can check out the detailed specs comparison to see what to expect with both models.
Oculus Rift is Facebook’s version of virtual reality that is very much similar to the HTC Vive in their experiences, with a few unique differentiators.
The headset will entail 2160 x 1200 or 1080 x 1200 resolution for duo OLED display for eyes. This is around 233 million pixels per second, and a refresh rate of around 90Hz. Furthermore, it comes with 360-degree head tracking and field of view of approximately 100-degrees. In contrast to HTC Vive, Oculus Rift is to be used while sitting in conjunction with controllers (Oculus’ Touch).
The Rift requires a computer running Windows 7 or higher. You’ll need to have a GPU as capable as AMD 290/Nvidia GTX 970 or better. Other hardware requirements comprise 8GB+ of RAM, Intel i5-4590 processor, HDMI 1.3 video output and 2x USB 3.0 ports.
HTC Vive also features 2160 x 1200 or 1080 x 1200 resolution over duo OLED displays for every eye. Its refresh rate is 90Hz; has over 70 sensors for seamless and fluid movement and operate tracking space (15ft x 15ft) for supporting wireless cameras. Front-facing cameras help you identify objects around you as per the Chaperone safety system. This will protect users from bumping into objects, allowing Vive to be a true mobility gamer. HTC Vive needs tethering to a PC running GNU/Linux, OS X or Windows via HDMI cabling. Vive requires high specs to match its latency-free wireless capabilities.
The Oculus Rift is compact and lightweight. It comes with Velcro straps which are easy to adjust; offers comfortable headphone removal and faceplate padding on either side of the headset. However, as far as design is concerned, it’s not the most appealing VR-ware. Typically, it’s a huge, black protrusion from your human face. However, it’s more compact than various market alternatives.
The HTC Vive is a one of a kind VR gadget; it’s lightweight and has 37 external sensors on the device’s front to allow seamless connectivity to infrared cameras in tracking space. Moreover, it has Velcro straps and comfortable faceplate padding similar to the Rift. The Vive design is, however, worse than its Rift rival–It is not only a black protrusion from your face, but it’s also bulkier.
The Oculus Touch is the controller companion to the Oculus Rift, aiding users immerse deeper into the VR. Xbox One controller ships with the Oculus Rift as the controllers are to be sold separately. Touch controllers apply the half-moon design feature; are wireless, lightweight and a lanyard similar to the Wii remote.
One of the most awesome features in Oculus Touch is the inbuilt haptic feedback, analog stick, analog trigger and two extra buttons. Although Oculus Touch has good functionality, there still exist minor bugs, wireless connection and latency issues. The issues with the headset will be ironed before Q1 launch.
HTC Vive controllers have a more traditional design over Oculus Touch. For instance, wheel below the thumb and a single analog index finger. The wheel is for scrolling menus and game zooming. Furthermore, it functions as game options and selector. They are flawless, very responsive and should be better upon release.
Rift and Vive will ship with a free content suite. The Rift features Lucky Tale, a VR-enabled vivid graphs game. HTC Vive will ship with three titles built around wireless input controllers. It has an inbuilt fantastic contraption Roomscale VR which utilizes hand controllers. Job Simulator is a little game that simulates various tasks. Tilt Brush is the 3rd title with a 3D Google app. Tilt Brush has a Vive wireless controller to paint and sculpt artworks.
Nothing physical limits you from integrating with the other platform. Oculus Home is the ultimate store for VR apps and games. Oculus Home is a perfect mix between Xbox and Steam dashboard for layout and functionality.
HTC’s Vive will make use of traditional stalwart on PC game industry. Vive rolled out a new digital storefront with specialized VR gaming support mode, Vive headset point of sale and VR-ware content.
Though the Rift and Vive both have their unique strengths and weaknesses, it makes none better than its alternative. VR is an amazing technology and is a leap into gaming future, especially with HTC Vive partnership with Steam-VR. Vive has a better overall standing experience in our opinion, verses the Rift having a lot more seated experiences. (Although that is set to change with Oculus touch)
The downside to these VR headsets is that they require PC tethering, hence requiring powerful machines. This can, however, change in the near future, making them more user friendly.