Monthly Archives: July 2018

AR/VR Marketing Benefits, Challenges, and Future (IAB article)

Great article at IAB (Interactive Advertising Bureau) discussing the benefits of AR/VR for marketing. Here is an excerpt:

While they have their differences, AR and VR both provide superior strategies for marketers to tell stories that capture the entirety of a user’s attention and invoke natural exploratory curiosity. Virtual reality is independent of user context and replaces the real world in its entirety. VR advertising allows the user to be completely immersed into an environment of the marketer’s choice, which instantly commands the total attention of the end user and allows marketers to craft incredibly compelling VR experiences. VR offers opportunities for advertisers to connect with their audience in a visceral way that traditional channels cannot achieve.

Includes an excellent glossary of AR/VR terminology which will be very useful for agencies and and advertisers.

 

Snapchat AR for Disney, Universal, and Six Flags parks

According to Next Reality News, Snapchat is now offering augmented reality apps at various theme parks this summer.

According to a company spokesperson, Snapchat now offers geofenced Snapchat Lenses at Disney, Universal, and Six Flags/Warner Bros. parks. The Lenses, which reflect the intellectual property of each parent company, will be available in the carousel once users enter participating parks.

Smartphone-based entertainment at theme parks is a growing trend this year. Disney has recently announced their “Play Disney Parks” mobile app, which allows guests to engage in various games, challenges, and other entertainment while waiting in line or exploring the parks.

Standards for XR Terminology Defined

TVTechnology reports that the Consumer Technology Association (CTA) has released their “first-ever standard addressing augmented reality (AR) and virtual reality (VR) technologies.”

Developed by the CTA’s Portable Handheld and In-Vehicle Electronics Committee, this new standard provides official definitions for the following terms:

360 Spatial Audio
Augmented Reality
Mixed Reality
Outside-In-Tracking
Room-Scale VR
Six Degrees-of-Freedom
Spherical Video
Three Degrees-of-Freedom
Virtual Reality
VR Video and VR Images
X Reality

Although these terms are well-known to those in VR/AR/MR circles, establishing clear “official” definitions will help to clarify product features for consumers and manufacturers, and hopefully increase awareness and mainstream adoption.

The new standard can be obtained for free at CTA’s website, after registering for a free account.