Immersive Media: The future of media
Virtual reality is often touted as the technology of tomorrow. Yet the truth is, immersive media is already being used every day.
Research done by Superdata shows that mobile augmented reality now reaches over one billion users worldwide, thanks to smartphones.
Marketers simply cannot afford to ignore this technology. Immersive media will soon be part of most marketing strategies and it will become a powerful tool to tell your brand’s story.
What is immersive media?
Immersive media – also referred to as ‘extended reality’ – is an umbrella term for VR, AR, mixed reality, and 360-degree video; where the physical world is emulated through a digitally simulated world. These types of media may slightly differ, but they are not necessarily mutually exclusive.
Limitless storytelling opportunities
One of the greatest benefits of using immersive media is the lack of limitations. You are able to transport audiences to any time or place, creating an emotive experience that will get your message across.
For example, Shadow Factory created a unique VR experience for the ‘Masters Of Time’ showcase by DFS – for luxury watches made in Switzerland. The brand wanted consumers to feel a connection to where the watches come from, which was challenging considering the store opening event took place in hot and muggy Macau during the summer.
Extended reality content bridges the gap between the in-person experience and the screen, allowing for a more meaningful and memorable connection between brand and consumer.
Marketers have to work diligently to find ways to leave meaningful brand impressions with consumers. This is why extended reality sets brands apart. Not only is higher engagement and higher recall achieved with this type of media, but it also gets people talking about and sharing their immersive experience with others.
Capturing consumers’ attention
A 2014 study by OMD found that the average person shifts their attention between smartphone, tablet, and laptop 21 times in an hour. It’s only getting more difficult for marketers to reach consumers, given our decreasing attention span.