At a board meeting in early May, Apple’s top brass was introduced to the tech titan’s upcoming mixed reality headset. As reported by Bloomberg, Apple has also accelerated the development of rOS, short for Reality Operating System, a piece of software that will run on headphones, very recently.

According to industry insiders, these two developments suggest the VR device is poised to launch in the coming months, turning heads in a space that is seeing a lot of movement after a long hiatus.

Augmented Reality (AR) is becoming increasingly popular with advertisers in recent years, with individuals, businesses, and governments turning to digital solutions for real-world situations. Now, with improved data bandwidth, increased digital adoption, and businesses and consumers alike seeking creative branding and service offerings, the uptake of AR/VR technology is increasing rapidly.

As Kruthika Ravindran, Associate Director of New Business, TheSmallBigIdea puts it: “Well, let’s just say the next big thing isn’t the next big thing anymore! Advertising is now more about selling experiences rather than selling products and what better way to sell experiences than by blurring the lines between the virtual and physical worlds?

Akshae Golekar, CEO and founder of Optiminastic Media, believes mixed reality is the future. Mixed reality is nothing more than an amalgamation of virtual and augmented realities, and according to marketers, that’s where the future of advertising lies. We’ve all seen the viral video of Mark Zuckerberg demonstrating Facebook’s latest VR headset and what mixed reality will look like in the future. There will be a goggles view of a parallel reality where the characters will appear on the screen, making it a great canvas for advertising and marketing.”

Shrenik Gandhi, Co-Founder and CEO of White Rivers Media, adds: “With the optimal use of AR/VR in marketing, we are enabling brands to improve their audience awareness and conversions. AR/VR technologies and devices have a projected economic impact of $29.5 billion this year.”

“Imagine yourself in the future. You wear a virtual reality headset and walk down a lane. There won’t be any brand banners, but since you’re using a VR headset, you’ll see some really exciting marketing campaigns,” explains Golekar.

Adoption between segments

Dr. Meenakshi Aggarwal, co-founder and COO of 4AM Worldwide, says that segments such as retail, education, gaming and healthcare, where users need to experiment or try options, are benefiting greatly through of this technology.

“Whether it’s makeup brands like Sephora that allow users to try on makeup virtually, furniture brands like Ikea that allow users to design their rooms, or e-commerce platforms like Lenskart that allow users to take a selfie and try out our various frames before choosing one. , users are given the opportunity to play with products, options, layouts, and more before making a purchase,” she says.

“The other sector that has used this technology a lot, especially during confinement, has been real estate. Potential buyers would be able to experience a house and its surroundings without leaving the comfort of their homes. Even automotive companies are using this technology to allow users to experience driving a car,” says Aggarwal, adding that in addition to making purchasing decisions easier, several brands are using this technology to create experiences that help raise awareness of brand.

According to Gandhi, many brands have already entered this ecosystem and are making a difference. He says: “We are seeing that the gaming, entertainment, media and retail sectors are readily adapting technologies to create immersive and interactive user experiences. Industries such as manufacturing, education, and healthcare are also stepping up to make use of these technologies for safer and improved practices.”

Golekar is very optimistic about where this technology will go, in terms of usage and brand acceptance. “I am also very happy to see India leading this technology. I think the consumer goods, fashion and entertainment industries are adapting to this new technology quite easily. It’s because they already have a set of users who are loyal to the product and who follow a specific genre of music or entertainment,” says Golekar, adding that this is also because they already have an established set of audience that is willing to move on. . with the artist or product to a new platform.

“I also believe that a new market segment will emerge over time, as the technology gains more momentum. A very clear analogy is exemplified with the “digitalized” advertising and marketing industry. When digital marketing was emerging, influencer marketing as a segment grew exponentially, making the digital world a bigger and more impactful sector in the advertising industry,” adds Golekar.

The devices of tomorrow, for today

When Google Cardboard, a user-assembled DIY device that offers basic virtual reality experiences, was introduced at a tech conference in 2014, it was quickly followed by Samsung’s Gear VR headset and VR-tech’s US$2,000 acquisition. million by Meta (then Facebook), everyone thought virtual reality was about to take over all forms of entertainment and media.

But we know, almost a decade later, that is not really the case, as VR advertising requires the use of specific VR headsets that are not as commonly available to the Indian population as smartphones and desktop computers. However, Gandhi believes that the accessibility of VR hardware will catch up due to the unrivaled immersive experience it can provide, and then both AR and VR advertising will become equally popular.”

Hemant Bhagia, chief experience officer at Digitas, says that with AR and VR, brands can create virtual interactions and engagements with customers, ensuring more personalized relationships and personalized advertising experiences. “This will give customers the opportunity to access digital environments for things that are closed in the real world (eg due to the pandemic). You can give customers access to virtual social shopping experiences that help them make a purchase decision seamlessly,” he says.

“Of course, AR and VR require specific devices that go beyond mobile phones and handheld devices to provide Extended Reality solutions. It remains for the future to reveal if there may be rental options, dedicated zones and experience centers that will play a role in daily life, ”he adds.

Brand and marketing chiefs say these services offer high bandwidth and low latency, allowing the user experience to mimic reality without any time lag. “Whereas AR simply requires a smartphone with a camera and the internet, VR requires wearable head-mounted devices like Oculus, smart glasses, head-up displays, or larger setups in rooms or cabins. For example, Grohe used a simulated cabin environment to create a shower experience for users,” says Dr. Aggarwal.

Golekar says, “In the future, VR headsets will be thinner, just like the goggles/glasses you wear now, as opposed to how they are now: heavy, bulky, and unstylish. It has the potential to replace mobile phones as the screen is already in front of you and you can answer and make calls using your fingers and hand gestures.” Furthermore, he says: “This futuristic virtual reality equipment will replace a lot of hardware, such as computers, laptops and phones.”

Siddharth Devnani, co-founder and director of SoCheers, points out that the adoption of any new technological introduction is truly complete when it is easily and feasible accessible to the masses. “While AR has gotten there and is now on almost every mainstream phone, VR requires separate hardware. In contrast, we have devices like Oculus, which cost as much as smartphones. It will take a market push to reach critical mass, but it’s not out of reach.”

Amer Ahmad, CTO of Blink Digital, sums up the marketing sentiments by noting that AR/VR will be used across all segments and especially AR, due to its built-in setup on most social media platforms.

“The brilliance of AR/VR is that it can be seamlessly leveraged across categories, whether it’s for interactive, educational or immersive experiences. Meta’s recent haptic glove announcement and previous Oculus acquisition is a clear indication of how VR hardware will dominate the space. With each passing day, we get one step closer to Ready Player One becoming a reality,” he concludes.

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