VR goggles can become promotional gadgets
The history of VR goes back to the early 1960s. last century and since then, on average, every decade there are new and technically better versions of VR goggles. However, these devices were relatively expensive, with rather low parameters and had to be treated rather as laboratory solutions. Modern versions equipped with ever better displays at ever lower unit costs have a real chance to appear on the desks and in the pockets of normal users. For years, advertising efforts focused on getting the message across to the audience have been using channels such as sound, image and even smell. The level of immersion that VR brings with it will definitely work in advertising. The possibility of virtual experience of something that has hitherto been expressed on a flat screen will become in the near future a huge area to be developed in marketing activities.
It is difficult to clearly identify specific segments that can use VR. Definitely some are less suitable, others more. In principle, it is the creativity of the transmission that will determine whether it is suitable for broadcasting in VR technology. Undoubtedly in the segments where the possibility of virtual experience of experiences associated with the place (tourism, construction, etc.) or with the product itself (e.g. Volvo reality), doing business will be much easier. On the other hand, examples of Excedrin and the possibility of experiencing and understanding through VR sensations accompanying migraine or an experiment “Living with Lag” operator ume.net they prove that good creation removes the limitations for segments and products.
The initial limitation for VR is definitely a fairly high entry threshold. VR goggles are not yet very popular on the market and currently all activities must be based on interactive installations, where the advertiser must allow the audience to use the VR device. An interesting way, which Volvo Reality has already mentioned, is the distribution of – additionally branded – cardboard type goggles. The relatively low cost of producing cardboards makes it possible to distribute them with the product or to interested customers. Unfortunately, in the Polish reality, an additional problem associated with cardboards is the need for the user to have a sufficiently advanced smartphone.
The second rather serious limitation is the need to encourage the user to use VR goggles in order to experience the transmission. Classic communication channels provide content almost automatically, images, advertising videos or audio transmission are woven into the natural environment for the user, virtual transmission at least until the strong popularization of VR goggles will always require special actions from the user in the form of using an additional device.
Most of the VR device launches are expected at the end of 2015 and the beginning of 2016, but the availability of developer versions and the ability to use “cardboard” solutions gives the opportunity to create VR ads today, from which more and more companies are using.
VR is a technology so capacious that the only limitation that developers can face is their own imagination. Of course, first you will need to learn a few new tricks and thoroughly know all the new possibilities.
Marcin Krawczyński, innovation director at VML Poland