3 things to consider before embracing VR

Article
 

In the name of Virtual Reality (VR), a lot has been said and promised by various vendors creating an impression that anything is possible with the mere adoption of this new technology. The suggestion to adopt VR as an aid to marketers in their marketing activities assumes that adopting VR will require no tweaking in the current system, and thus offers little insight on the challenges and drawbacks of doing so.

Before adopting VR as a solution, marketers should ideally take a step back and go over the grounds that need to be covered before they actually start using it to reap its benefits.

Here are three things a marketer should consider.

1. Content creation: ‘Content is king’ is an old adage in marketing and marketers tend to agree with it. On similar lines, while adopting VR, marketers should make sure they are prepared to create content to suit the new technology.

Until a few years ago, creating content for a campaign that will ride on VR was a challenge in itself. Since then, it has become significantly simpler and less expensive. For example, marketers can use 360-degree camera systems to capture video and use current video production facilities —and existing skill sets—to create VR assets. In fact, Google recently launched Google Jump, a solution that combines a 360-degree camera system from GoPro with cloud-based video processing from Google’s VR team.

2. Hardware and system: According to a 2015 study by CCS Insights1, more than 12 million Virtual Reality headsets will be sold in 2017 and 24 million Virtual and Augmented Reality (AR) devices are expected to be sold in 2018. In a recent study, Goldman Sachs has predicted that the VR and AR hardware market will touch $80 billion by 20252.

Thanks to the overdrive of VR hardware companies there are enough options in the market today to choose the device that best suits their needs. Cheap headsets with sub-par processors could induce headache and nausea in users. So while being expensive, quality headsets offer the best immersive VR experiences.

Apart from high quality VR headsets, it is also important to upgrade the computers on which VR-enabled content will be played, as a slower computer will not give users the desired experience.

3. Measuring the impact: Having invested in a new technology, it is natural for marketers to want to know how well it has been received by prospective customers.

There are apps that can track users’ behavior patterns and iris movement so you can see the impact of the content that they are watching. They can even show you at what point users felt ‘excited’ and when they felt “let down”. Moreover, these updates and measurements are delivered in real time, so marketers can change the narrative according to the users’ reactions, even while they are watching.

VR can be an effective tool in your marketing arsenal. If you still haven’t considered it,  it’s time you did.

References:

1. http://www.ccsinsight.com/press/company-news/2251-augmented-and-virtual-reality-devices-to-become-a-4-billion-plus-business-in-three-years

2. http://www.goldmansachs.com/our-thinking/pages/virtual-and-augmented-reality.html

 

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