Now you can choose your Emirates seat with web-based VR

For most of us, the flowing champagne and extra legroom of first class is the stuff of economy-class dreams alone, but the top-tier tickets on the Emirates A380 push the definition of airborne luxury to a new league.

Now, Emirates is pushing boundaries in another regard, becoming the first airline to introduce web-based virtual reality (VR) to its digital platform, allowing potential passengers (or window-shoppers) free-reign to roam the airy cabins of the fleet’s A380 aircraft.

Navigating the...

By Mark Jones, 09 July 2018, 0 comments. Categories: Advertising, Brands.

Does full-time ‘extended reality’ suggest an architecture for confirmation bias?

Extended-reality (XR) technologies suggest a future of cinema-calibre, interactive content that enhances our physical environment in inspirational and useful ways. The positive potential of XR is vast, and many applications are clearly beneficial, especially in vertical markets.

The experience of using an augmented-reality (AR) headset on an assembly line, for example, so as to superimpose digital content over the physical environment in order to aid performance and safety, is a finite and circumscribed user...

By Jay Iorio, 29 May 2018, 0 comments. Categories: Advertising, Applications, AR.

Two new technologies, one new advertising model

Anyone involved in the world of digital advertising knows that one of the growing stories of 2017 is ad fraud.

Just last month, we saw Uber announce that they are taking legal proceedings against Fetch Media for allegedly squandering tens of millions of dollars on nonexistent, nonviewable or fraudulent ads. Uber will not be alone in believing that they have wasted money on advertising. A report on ad fraud from earlier this year estimated...

By Jonny Peters, 02 October 2017, 0 comments. Categories: Advertising.

The Walking Dead comes to AR

AR is coming to the world of advertising in a big way. As both Google and Apple release their development tool, it is likely that consumers will begin to see a lot more AR marketing campaigns in the near future.

Which doesn’t mean that there aren’t already awesome examples of the medium at work. As fans of AMC’s The Walking Dead get ready for the season eight premiere, they can satiate their hunger with a AR app created by Trigger.

The app, which includes on-pack and in-store branding from...

By Colm Hebblethwaite, 19 September 2017, 0 comments. Categories: Advertising, AR.

Advrty set to release ‘immersive advertising platform’

Ad tech company Advrty is set to release the beta version of its native advertising platform for VR at next week’s XR Connects event in Helsinki.

The platform integrates immersive ads into the 3D virtual worlds created by game and app developers. It looks to solve the problem of brands and advertisers being able to connect with consumers in new and innovative ways in VR experiences, without actually taking away from the user experience itself.

Advrty want digital advertsing in VR and AR to become...

By Colm Hebblethwaite, 15 September 2017, 0 comments. Categories: Advertising.

Immersv seals $10.5 million series A funding to accelerate VR advertising

Immersv, a provider of interactive advertising virtual reality (VR) platforms, has announced the completion of a $10.5 million series A round of financing.

The company says the funding builds on a year of ‘significant product and market momentum’, with Immersv recently signing programmatic deals with a variety of demand side platform (DSP) and supply side platform (SSP) providers. Immersv also lists Mountain Drew, Nissan, and the Hawaii Tourism Bureau as brands who have executed successful...

By James Bourne, 23 August 2017, 0 comments. Categories: Advertising, Brands.

VR as part of an omnichannel approach in the automobile industry

The car-buying public is increasingly using immersive technologies like VR and AR to facilitate their purchase decisions. Automotive retail, in particular, is seeing greater implementation of immersive technology as a customer engagement tool, delivering a multitude of benefits that are designed to both empower car buyers and drive efficiencies for the brand. 

Increasing numbers of successful implementations are coming to light at various stages of the customer journey, with Audi, Toyota, and Pagani...

By Joseph Artgole, 20 July 2017, 0 comments. Categories: Advertising, Enterprise.

Intel positions itself at the head of the Blockbuster VR tie-in trend

Intel has emerged as a key player in the growing market for creating VR experiences based around major motion pictures.

The company has teamed up with Warner Bros. for VR experience based on the upcoming Nolan epic, ‘Dunkirk’. The company also worked with Sony Pictures on a VR tie-in for the critically acclaimed ‘Spiderman: Homecoming’, which was released July 7.

 “We believe personal computing is radically evolving to become capable of experiences hardly believable today,...

By Colm Hebblethwaite, 12 July 2017, 0 comments. Categories: Advertising.

Apps and accessories are biggest barrier to VR/AR

A study of 3,000 consumers across the US, UK and Germany has revealed that the need for additional software, apps and hardware is currently the biggest barrier to consumer adoption of VR/AR.

The study, carried out by marketing agency Vibrant Media, asked people what they thought was preventing them from experiencing VR and AR ads.

The highest ranked barrier was the need to spend money on additional products and services.

“Content providers that require additional hardware to...

By Colm Hebblethwaite, 03 July 2017, 0 comments. Categories: Advertising.

Google experimenting with VR ads

Google has announced that its Area 120 internal experimental workshop is working on the possibility of showing online VR ads to consumers.

While the consumer adoption of VR has lagged behind some of the more grandiose forecasts made in previous years, Google still wants to be ahead of the curve with regards to the advertising potential of the medium.

In a blog post, the company stated:

“We heard from developers that they're looking at how to make money to fund their VR applications, so we started...

By Colm Hebblethwaite, 29 June 2017, 1 comment. Categories: Advertising.

Riding the wave: why sports brands are embracing VR

Sport gets your heart racing, blood pumping and, at times, boiling.

Just think of the connection we have with our favourite team, or the emotive memories of playing with friends and teammates.

When you combine it with an immersive VR experience, it translates powerfully.

VR is perfect for brands looking for an innovative way to interact with sports fans. These brands attract a high level of loyalty, and it’s not just football clubs or basketball teams (think Under Armour and Nike) that inspire fans...

By Dominic Collins, 13 June 2017, 0 comments. Categories: Advertising, Brands.

Taking the right route to VR

Recently, at one of the biggest experiential industry conferences of the year, you couldn’t turn a corner without being faced by VR in some form – a vendor sales pitch, an agency case study or live brand experience. 

For me and my fellow marketers it was an education. 

The full A-Z on how to (and how not to) use the technology.  What a relief.

Until now we’ve felt like we should be on the VR train, but have been reluctant to leave the platform.

Our business is about bringing...

By Sarah Priestman, 09 June 2017, 0 comments. Categories: Advertising.

Will we soon be watching Eurovision through VR?

Despite a crisis which saw over 20 staff members quit a couple of months ago, Eurovision fans should breathe a sigh of relief: the show will go on.

While die-hard fans will be travelling to the Ukraine this year, most of Eurovision’s 180 million viewers will be tuning in to watch it in their own homes.

The rise of services from the likes of Netflix, Amazon Prime and broadcasters’ own catch-up streams has led to the stark rise in on-demand and even ‘binge’ watching.

We can effectively...

By Chris Lawrence, 11 May 2017, 0 comments. Categories: Advertising, Applications.

ADVR launches VR and AR discovery marketing engine

The San Francisco based ADVR has secured $3 million in initial funding as it launches its discovery marketing engine for VR and AR.

The company claims the engine will “transform VR worlds into personalised discovery ecosystems that use advanced analytics to target and deliver dynamic in-world experiences.”

What does this mean? The engine will provide a content-marketing platform that can deliver dynamic or sponsored content using game dynamics to increase engagement by enhancing rather disrupting...

By Colm Hebblethwaite, 31 March 2017, 0 comments. Categories: Advertising, AR, Platforms.

HTC Vive and Warner Bros join forces for ‘Ready Player One’

HTC Vive and Warner Bros will work together to produce a range of exclusive VR content around the release of Ready Player One.

Adapted by Steven Spielberg from the sci-fi action thriller by Ernest Cline, Ready Player One is a dystopian tale where people turn to VR to escape the chaos caused by global warming.

The majority of the story takes place in a VR system called OASIS that functions as both a virtual society and a kind of MMORPG.

The film is due for worldwide release on 30 March.

‘Showcasing the...

By Colm Hebblethwaite, 28 March 2017, 0 comments. Categories: Advertising, Brands.

myVR opens its social platform to brands and marketers

Picture credit: myWebRoom

myVR, a San Francisco-based virtual reality (VR) social platform which aims to help brands interact with their audiences via a realistic 3D environment, is now allowing brands and marketers to work with its designers to create ‘in-app’ experiences that will enable users to create brand engagement.

The users of the myVR platform can easily find, save, stream and share online content including news articles, music, and videos, through an interactive, customisable...

By VR 360, 16 January 2017, 0 comments. Categories: Advertising, Brands.

VRTech's top 10 augmented and virtual reality predictions for 2017

(c)iStock/DmitryBairachnyi

VR has done so much over the past 12 months. Countless papers have been published celebrating its potential for helping people with everything from paranoia and anxiety, to overcoming arachnophobia and a fear of heights.

But it gets even better than that; there’s evidence of it helping paraplegics in rehabilitation, helping patients in hospital to overcome pain and even in rehabilitating prisoners. The potential of this life-changing technology is just beginning to surface and...

By Rachael Power, 21 December 2016, 0 comments. Categories: Advertising, Applications, Brands.

The Guardian launches new virtual reality team

(c)Alicia Canter/The Guardian

UK based publication The Guardian has announced a new virtual reality team, in a bid to bring the tech to its news storytelling.

The team is led by  Francesca Panetta, executive editor of virtual reality and Adam Foley, commercial strategy director. 

Earlier this year, The Guardian won awards for its first VR project, 6x9: a virtual...

By Rachael Power, 11 October 2016, 0 comments. Categories: Advertising, Brands.

How far away is VR for your brand communications?

(c)iStock.com/sam_ding

Sony has announced that it is releasing the PlayStation VR this autumn. With VR hitting the headlines in recent weeks, marketers have been prompted to think about how they can utilise this new technology. With one of the biggest gaming giants producing a real-world product, VR has never been closer to the mainstream consumer.

However, the huge wave of new technologies being touted, from...

By Stephen Morgan, 03 October 2016, 0 comments. Categories: Advertising, Brands, Ecosystems.