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what can virtual reality advertising have

The time of virtual reality is approaching. It feels more than a dozen years ago, when browsing computer magazines, some of us sighed to Virtual Boy from Nintendo (1995), or VFX 1 (2000) or its later version VFX 3D. today, equipment that creates the illusion of the real world through the use of VR goggles is quite a lot and new products are still being created. Looking at the dynamics of this market, we will soon be able to buy such goggles in most specialized stores.

Of all the technologies currently available, it is worth paying attention to: Oculus Rift (the most advanced device currently in the development phase of the first consumer version, in which Facebook invested a lot of money), Samsung Gear VR (Samsung – supported solution using the smartphone screen as a display, which provides the best picture, but much less advanced graphics than Oculus due to the low in cooperation with the largest provider of digital entertainment in the world-steam). There are also Solutions based on Google Cardboard, the cheapest and most accessible.

However, the effect that we see through them is not very satisfactory. This is mainly due to significant problems with interface support in applications and poor optics. We must also remember that the 3D effect is not a 360-degree effect, and the latter very often tries to sell us as a full virtual reality. 3D is a solution that mimics the experience of depth, but 360 degrees is usually a flat film that we can watch around us. This is not enough to go to the other side of the screen and feel like a real participant in the presented events.

However, returning to the very VR goggles-remember that this is only a tool (a phrase, but important). The challenge is how we use the content we create to reach its potential. And he’s stuck in:

1. Immensities. When the VR game (horror) was turned on at the meeting, the isolation from the world was total, the brain is very easy to deceive – I was in the middle of it, I was walking along the dark streets with a flashing headlamp flashing in front of me. The sound was also important, it was an absolute massacre, which, due to too intense emotions, I rejected after a minute of virtual walk.

2. The ability to instantly and suggestively influence emotions. By strong immersion, we are able to evoke certain emotions in a very short time. Here fear is fear, excitement is excitement, relaxation is probably relaxing, sadness is probably also, although it is difficult to cause it, but I have not seen examples of total joy-niche!

3. Unlimited possibilities of generating the presented world. Because we are in virtual reality, showing the product can be the height of Mount Everest, then turn into a burning Phoenix and dive into a huge pool filled with candy-it’s our choice.

The minuses of this tool are still:

1. Unnatural interaction with the presented world-the reason for this is the lack of natural controllers (except for imperfect Kinect), here moving with your hand requires pressing the knob on the pad.

2. Limited opportunities to pretend reality-as if we do not try, we will not be able to evoke the impression of presence in another world, because we act only on two senses-sight and hearing. In addition, every imperfection in such an illusion is read by our brain as a deception, driving us out of such a world. Therefore, very often we move away from the pretense of reality and enter into imaginary, unnatural, fairy-tale things, such as the realization of melt “Otherworldrly”, which is a trip through a fairy-tale world reminiscent of the movie “Charlie and the chocolate factory”.

3. The lack of responsiveness of the world presented as it is in the real world-when we touch the virtual table, we do not really feel it. This problem can be solved by haptic interfaces that reciprocate with touch, such as the Pangenerator group’s tactile design.

4. Various side effects in people who use the tool-nausea, dizziness etc.

5. Low availability-apart from the cardboard, few people feel the need to buy Oculus Rift at home, so we will wait a while for VR goggles to hit the rooftops.

6. The possibility of rejection of this solution by the mass market – as it was, for example, with Kinect or PS Move, so it can be with VR goggles-it may not be accepted. Time will tell.

In addition to imperfections, however, it is worth considering the effect of novelty, innovation of VR solutions, which in a year, may not be what they are now-they will be the standard or will go into oblivion verified by the market.

So the question is, what of virtual reality can have for themselves advertising industry here and now? How and for what categories could we use this tool? There are a lot of possibilities:

* Developer / design-create an application that allows you to view the project before it is actually produced. Apps that show you apartment designs that you can walk around are no longer a novelty.

* Social campaigns-the suggestiveness of the presented world allows you to change the approach of the audience to various issues, the demolition of the wall, which is the opinion “it does not concern me”, is a very interesting area that can show that VR is not only a tactical or entertainment tool, but also a medium that can change people’s behavior.

* Difficult categories – such as the areas of operation of General Electric, which the company wanted to present in an interesting way, creating an application for Oculus rifta, in which it was possible to track the process of extracting oil and gas from the depths of the ocean.

* Entertainment-watching a movie / trailer in a virtual cinema room makes us feel like we are sitting in a cinema, or maybe on the surface of Mars watching “the Martian”? And if the screen suddenly collapsed crushed by the foot of a tyrannosaurus rex, we would have a very impressive promotion of the film “Jurassic Park”.

* Motoring-the ability to drive a car, which we do not yet have, or the learning of safe driving, which Toyota has bet on using the Oculus Rift.

* Tourism-the opportunity to visit the place where we are just planning to go, as Thomas Cook did in its outlets.

* Medicine-operations that can not end in death.

* FMCG-a more abstract representation of the brand world, e.g. the world of Danone Fantasia or Kinder Bueno. Here it is also worth recalling the last case study of the Felix brand, which allowed to taste life from a cat’s perspective.

* Culture / art-concerts, music videos, museums, galleries, art schools, the use of the experience of art that is not dependent on the space found gives a field for expression that many artists have never dreamed of before.

* Corporations-a tool for holding conferences with people in different cities who are sitting next to you is a way to solve many communication problems and increase business efficiency.

* Army-the British military decided to use the app on Oculus to give potential conscripts the opportunity to enter the soldier’s shoes.

However, the most important thing is to think about how to build a holistic experience of the person who will put on the goggles and how to increase the range of such action. Such an experience should be created primarily by storytelling specialists and psychologists, because the experience of virtual reality is primarily a game with the human brain, which we want to somehow deceive.

It is also important that we certainly will not be able to sell our idea if we do not put on the client’s head goggles. Presentation of power point is not enough, showing case studies also. The meeting with the client should begin with an organoleptic presentation. The experience of Oculus is indescribable. You have to live with that. And such magical experiences on the faces of your customers I wish everyone. As Arthur C. Clark once said, “Any sufficiently advanced technology is indistinguishable from magic,” but let us also remember what Clark added: “any technology distinguishable from magic is not sufficiently advanced.” So I also wish that we were able to effectively distinguish this magic from technology. It is in it lies the greatest potential of virtual reality.

Michał Szczerba, senior strategic planner at VML Poland

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