Page 14 - index
P. 14
RESEARCH, ANALYSIS & TRENDS
VR technology and content are
digital innovation drivers
Distributed content and the emergence of new social With many tech giants heavily investing in VR and AR
platforms have been the biggest changes in the media technology, the market will soon be flooded with new
industry in the past fifteen years, raising the question of devices (e.g., Microsoft's Hololens, Facebook's Oculus
how media brands should collaborate with Facebook Rift, Sony's Playstation VR, HTC/Valve's HTC Vive),
Instant Articles, Snapchat Discover and others. How erasing the lines between physical and digital realities.
can a common basis be negotiated that includes pub-
lishing freedom, control over the advertising strategy, I am most curious to see how brands adopt the technol-
access to targeting data, paid content and the tracked ogy for communication plans, especially since all that’s
data? needed is actually just a smartphone. Not to mention
that these devices put content creation in the hands of
A wise management level, with clear objectives and consumers and brands, enabling them to go beyond
intuitive strategies, is prerequisite to be able to integrate basic storytelling to deliver even more powerful content.
the technical, economic and contextual factors success-
fully, complemented by a high level of credibility to- Yet, while the potential applications and awareness for
wards the younger audience. VR and AR are quickly growing, the reality is that most
businesses are not ready or set-up to quickly adopt the
Mainly three trends - mobile, platform and personalized technology. Being prepared means starting with a
publishing- have been distinguishable at this year’s strong understanding of the technological impact and
CES, as well as Virtual Reality (VR), encouraging me- what infrastructure is needed for a company to be nim-
dia houses to start experiment with VR. ble with its investment to test the benefits of VR and
AR.
Most of us most probably immediately think of Face-
book, which made headlines purchasing VR device de- We are already seeing savvy brands leveraging this
veloper Oculus Rift, but not many ponder on the end- creative canvas to capture audiences with a true sen-
less possibilities yet that VR can offer us in our day-to- sory emersion and authentic connection.
day life.
14 Asian eMarketing - April 2016: IoT, VR & AR in Marketing
14
VR technology and content are
digital innovation drivers
Distributed content and the emergence of new social With many tech giants heavily investing in VR and AR
platforms have been the biggest changes in the media technology, the market will soon be flooded with new
industry in the past fifteen years, raising the question of devices (e.g., Microsoft's Hololens, Facebook's Oculus
how media brands should collaborate with Facebook Rift, Sony's Playstation VR, HTC/Valve's HTC Vive),
Instant Articles, Snapchat Discover and others. How erasing the lines between physical and digital realities.
can a common basis be negotiated that includes pub-
lishing freedom, control over the advertising strategy, I am most curious to see how brands adopt the technol-
access to targeting data, paid content and the tracked ogy for communication plans, especially since all that’s
data? needed is actually just a smartphone. Not to mention
that these devices put content creation in the hands of
A wise management level, with clear objectives and consumers and brands, enabling them to go beyond
intuitive strategies, is prerequisite to be able to integrate basic storytelling to deliver even more powerful content.
the technical, economic and contextual factors success-
fully, complemented by a high level of credibility to- Yet, while the potential applications and awareness for
wards the younger audience. VR and AR are quickly growing, the reality is that most
businesses are not ready or set-up to quickly adopt the
Mainly three trends - mobile, platform and personalized technology. Being prepared means starting with a
publishing- have been distinguishable at this year’s strong understanding of the technological impact and
CES, as well as Virtual Reality (VR), encouraging me- what infrastructure is needed for a company to be nim-
dia houses to start experiment with VR. ble with its investment to test the benefits of VR and
AR.
Most of us most probably immediately think of Face-
book, which made headlines purchasing VR device de- We are already seeing savvy brands leveraging this
veloper Oculus Rift, but not many ponder on the end- creative canvas to capture audiences with a true sen-
less possibilities yet that VR can offer us in our day-to- sory emersion and authentic connection.
day life.
14 Asian eMarketing - April 2016: IoT, VR & AR in Marketing
14
