Virtual and Augmented reality have quickly moved from a distant future to a realm of reality. Today, everyone has access to the VR technology that we could have dreamt of having 5 years ago. Here at ATD we a are very familiar of using using technology in advertising, and the topic of the effect on advertising: through VR and AR has come up often.
Many marketers are already aware of the ripples that VR has created in the pond of advertisement. In the right hands, VR and AR are very powerful marketing tools.
Marketing through VR has 7 main factors of development:
Remaking The World Of Advertising:
Advertisement has evolved a lot through the ages, beginning with people handing out flyers on the streets to having bright and visual adverts on the big screen TVs. And the next step, naturally, seems to be VR.
Remaking the world of advertisement seems like a big job. However, as VR has already overtaken the entertainment and especially the gaming world, it doesn’t seem too far-fetched that it will advance in the marketing and advertising world too.
Enabling Brands To Integrate Audience’s Lifestyle:
As consumers continue to seek personal and one of a kind experiences that are accessible as well as social, VR enables brands to produce such content especially in the entertainment industry.
The impact and outcomes of COVID-19 will only heighten the need for VR experiences for brands. Emerging companies have begun to capitalise on this new normal. Furthermore, most importantly, VR changes the dynamic between brands and consumers.
Instead of using ad blockers or clicking out of ads as quickly as possible, consumers will seek out VR brands rather than you needing to attract them.
Presenting Your Services In Advance:
In the hospitality industry, a travel map or an interactive map with your VR video allows potential customers to explore the destinations without making a booking. In general, VR allows companies to showcase services to potential customers in advance.
This gives them time to gain initial feedback so they can make final adjustments to their products before releasing officially.
Creative VR and AR in Advertising:
VR allows users to be at the centre of experiences, whether it is attending an event, taking a tour of a vacation resort, or trying out a new pair of shoes.
The most innovative and tech-savvy brands are creating new and immersive marketing with VR and AR in advertising. I believe that we will see a big influx of brands implementing events through VR now more than ever.
As well as promoting a brand’s existing product, they would also be able to showcase the development. This would also help to get customers invested in what you are creating, as well as giving you a good source of feedback.
Feedback is especially important for brands because it gives them that closer relationship which allows brands to seem more personally connected.
Bringing Experience To The Audience:
If recent events have made anything apparent, it is that people must learn to adapt or be left behind. A strong example we face in the current crisis is how to bring experiences to an audience from a distance.
VR and AR in advertising allows us to be able to place our audience within a captivating medium of interaction that can be used to communicate brand experience in ways we can only hope to achieve through traditional media.
VR marketing also allows companies to bridge the gap between experience and action. Brands can use VR to offer digital experience in place of a physical one, which will be able to promote products and services.
Bringing Back Creativity:
Now more than ever, marketing is being driven by the wants and needs of the customer. As new technology becomes available, customers want brands to deliver experiences that use it.
And sometimes, in advertisements, everything can start to be a bit wishy-washy and become very black and white. VR and AR in Advertising allows marketers to take design to a whole new level and are pretty much limitless with how creative they wish to be.
With that VR can bring back a sense of creativity to the world of marketing, rather than the basic usual advertising.
Providing Advanced Storytelling Opportunities:
As well as being able to be creative on a new level, through the use of VR brands have a more personal way of storytelling.
By storytelling, brands create a more personal relationship with consumers who then become more inclined to invest in their products. The more emotional the connection, the more likely a consumer will return to the brand.
Effect on Advertising: Through VR and AR
In conclusion, the effect is huge, and is only growing. it maybe an add on to integrated campaigns in todays world, but ATD hopes to see some big campaigns come through with VR and AR at the forefront.