It’s hard to disagree that we live in an age where real and virtual lives overlap, creating a fascinating combination. The metaverse is the post-reality universe, which combines 2 worlds: virtual and real. As we know, the metaverse is closely dependent on innovations. Immersive technologies are one of the crucial ones that will profoundly influence the nature of the metaverse in the future.
Immersivness
Immersiveness (uncountable)
1. The quality or degree of being immersive.
the immersiveness of virtual reality
@wiktionary.org
Today, digital users have access to "immersive experiences." The term “immersiveness” is more frequently used as a distinct form of the metaverse concept. This high interest "to immerse" is a result of Web3’s transition to a 3D virtual environment. Web2 and Web3’s transitional phase permit users to perceive the virtual world via flat screens. Users will be able to immerse themselves in virtuality, interact with it, and become a part of it in the fully developed Web3 era. Moreover, the perceived information will not be limited only to visuals sound but also tactile sensations, smell, and even taste.
XR technologies
Extended Reality (XR) is a new and incredibly fascinating technology that everyone is talking about. XR is an umbrella term for augmented reality (AR), virtual reality (VR), and mixed reality (MR). XR is a rapidly expanding field with numerous applications, including entertainment, marketing, real estate, education, and remote work.
Virtual Reality (VR)
VR allows users to interact with computer models in an artificial three-dimensional environment using electronic devices such as headsets, controllers, and gloves. Oculus Quest 2, for instance, is one of the most well-known solutions on the virtual reality market. What makes VR special is the ability to create a different climate for a user.
Augmented Reality (AR)
AR allows to combine objects and environments of the real world with computer graphics on the screens of mobile devices or PCs. It is different from VR by its methods and the way of implementing virtual inputs into our reality to augment and improve it.
Mixed Reality (MR)
MR is a hybrid between VR and AR. It is designed to show how virtual and augmented worlds can flow one into the other. Also, mixed reality combines digital and tangible environments into one area where you can interact with non-existent objects in real-time. MR can be experienced with special headsets such as the Microsoft HoloLens. MR is more complex than the ones above.
Challenges
The concept of the metaverse, even though the metaverse doesn’t exist at its full potential today, already comes across several challenges. XR devices are one of the valuable fields that may provide triggers for user inconveniences. The main problems of XR devices can be divided into 4 categories:
1. Actual prosperity, wellbeing, and security;
2. Brain research;
3. Profound quality and morals;
4. Information protection.
Let’s take a closer look at each of them.
Actual prosperity, wellbeing and security
XR devices may seriously affect the users’ well-being. While using XR devices, users can come across movement ailment, queasiness and unsteadiness. The main reason is the micro-delay in changing the image in response to our actions. Moreover, using glasses involves the vestibular apparatus as well, so that microstops affect our brain much more than when playing on a computer. Also, head and neck weakness is very common due to the long usage of VR headsets. Using VR headsets very often may prompt habit, social seclusion, and forbearance from real life frequently joined with body disregard. On top of that, Users may experience loneliness, griefing, digital tormenting, and badgering.
Brain research
Scientists are still researching the influences of VR/AR on the human brain. Nevertheless, so far, there is no scientific evidence that XR can provoke constant brain damage in adults or children. It is important to remember, that XR is relatively new and requires investigation and research.
Profound quality and morals
The moral aspect of the XR remains one of the crucial ones. It includes unapproved increase and truth control as any other device that provides media. Another issue is the accumulation of user biometric psychography that can be used for unethical purposes.
Information protection
In fact, XR technologies require personal data to work. There is always a risk that the data will fall into the hands of cybercriminals. For this reason, developers of XR technologies must comply with data protection requirements.
Future of XR
In the future, XR devices will become more personal and elaborate. The fast development of this technology will speed up the process of transition from Web2 to Web3 and adopt the early metaverse. Apart from the metaverse, XR will be integrated into the different aspects of our life: video games, phygital events, VR parks, healthcare, real estate, education, and the military. In the coming years, XR projects will become more complex, dynamic, and useful. As technology advances, XR devices will become more powerful and be able to broadcast better visuals.
Speaking about advertising and retail industries, XR will increasingly help to control the quality of processes and finished products in retail to attract customers with new functionality. XR will allow you to create personalized mobile and native advertising. Out-of-home advertising will be sent via sophisticated digital devices when visiting certain places and objects.
XR technologies are truly incredible and open new horizons for us, users. As time goes on, we will witness how XR technologies will become smaller, faster, and more user-friendly. XR devices will sooner or later reach their end point of development, so then we, users, will finally reach a full immersion.
In a nutshell: This WWDC appeared to be more of a preparation for something bigger. They cleaned up and enhanced the software (OS versions). Of course, faster MacBooks are great, but that’s not typically what you mean by innovation from Apple.
Many had expected that Apple would now jump on the VR bandwagon, but no VR/XR hardware was presented this time. Does this mean the Metaverse is off the table for Apple?
Anyone who has been observing the IT industry for a while will notice that despite all the development of new technologies such as VR headsets or gesture recognition via cameras, our user interfaces are still based on the classic desktop-mouse concept with horizontal or vertical menus (even on mobile).
Apple was the first company to successfully establish user guidance with the mouse (stolen from Xerox...), replacing cryptic keyboard combinations with simple clicks. The same happened over and over again, with the iMac, Touch the iPod, the iPhone, and the iPad. First and foremost, Apple stands for making technology intuitively accessible to all.
In the battle for on-person sensors, Apple beat the weird concept of “Google Glasses” with the Apple Watch. Google Glasses will be remembered by the memes “Glassholes”, while Apple’s sensor continues to sell better than any other sensor. They simply had it elegantly packaged in a familiar watch form. It’s not really a watch after all (that’s still misunderstood today, I had described that in 2015).
Apple creates ecosystems. And successfully manages, maintains and expands them. This has been shown with the launch of the iPhone. First, a mobile operating system was established, and then apps and music were sold in a curated marketplace.
I think Apple is once again preparing for the next big leap. They have just announced several things:
- Apple has revamped its operating systems. In iOS 16, several layers were demonstrated using the example of people and the displayed time on the lock screen. This hints at the direction of a new user interface for VR/mixed reality. In general, the topic of multiple layers was shown several times.
- Equally, speech (SIRI) and touch input can work simultaneously. Speech recognition is powerful, but still doesn’t quite catch everything. And not quite is just not good enough. A combination of acoustic and visual input methods can eliminate this weakness. And for VR, seamless combinations of input methods seem logical to me. Meta, for instance, doesn’t have that.
- Avatars and 3D. Apple introduced personalized avatars in 2017 with their animated emojis. This was followed in 2020 by the introduction (unnoticed by many) of Lidar (distance measurement via a built-in laser), which allows iPhones to detect depth accurately and even in full darkness. The new announcements of 3D Apple Maps and Roomplan, which allow rooms to be captured in three dimensions, are going even further. When you connect the dots, the result is the perfect mix for VR/mixed reality. Interestingly, Android devices used to have lidar/radar before Apple, e.g., the Google Pixel 4 in October 2019 (radar), Samsung S10 5G in January 2020 (lidar), while Apple only launched this technology in October 2020. However, Google and Samsung have already discarded these technologies for cost reasons. Only Apple has consistently continued to maintain and expand on this. Avatars and 3D? Apple impressively shows how this can be useful. They seem to have a clear masterplan of how this all can come together.
- If we assume that a VR/mixed reality experience is based on multiple sensors, harmonizing and connecting these devices is a prerequisite. That is something Apple understands better than any other company. That could also explain their decision to axe less capable sensors (Apple Watch 3, iPhone 7) already today.
- With Apple Pay Later, the possibility was created to facilitate larger purchases and only pay later. This makes a lot of sense for expensive new devices or services that are not immediately useful (if you buy a Meta Quest 2 today, you often get the impression that it is cool, but a real killer app is still missing).
In short, Apple is ready for the Metaverse. However, Apple is smartly waiting until users get accustomed to the technologies and until successful solutions emerge. The race for the next version of the Internet has begun. Apple does not seem to be in the running, but they are likely already in the lead.
With 4.2 billion social media users and 4.15 billion mobile device users worldwide, it is not a surprise that marketers concentrate on social media and mobile marketing for their advertising campaigns. The focus on mobile is clear since several major social media, gaming, and e-commerce platforms, or some of their features, are exclusively accessed via mobile devices, increasing smartphone traffic by 222% in the last years.
Mobile opened the doors to marketing for innovative emerging technologies, such as VR, AR, MR, and 360-degree videos. Check out some virtual reality ads in our creative gallery. These immersive technologies allow people to experience new virtual environments, engage with favorite brands, and try appealing products.
Social media also stepped towards immersive technologies, like Instagram launching augmented reality (AR) “Try on” ads. AR enables enriching a real-world environment with virtual objects that can be limited only by the imagination of marketers. But let’s start from the beginning.
It all started with people loving to play with AR face filters on Instagram, Snapchat, or Pinterest. Users have fun adding virtual objects like flowers, glasses, make-up, etc., in their social media stories or posts, indicating that they love to be entertained, apart from showing how good they look with these filters on.
So, why not entertain people with ads? What if they could virtually try your new line of hats, glasses, or jewelry? Compared to pictures or videos, which can capture your attention for a limited time, AR enables fashion enthusiasts to dive into an immersive experience, engage longer, or even indirectly promote your brand by sharing photos and videos in their network, and therefore go viral.
Instagram started testing glasses and make-up ads with certain advertisers. With this option, people can virtually try on, e.g., sunglasses or lipstick, by simply holding the front camera of their phone in front of them, as if they were taking a selfie. When they look at the phone screen, they will see the object or make-up appearing immediately on their face. This way, they can see if the color or the form of the product is a good fit for them, without going in person to a store, and they can buy it directly online. Instagram plans to expand this AR advertising possibility for other kinds of products, too.
📱 Do you want to know how to integrate VR/AR into your marketing campaign?
Adello Team can help you! Discover what’s possible – just fill out the form and let’s get started!
Of course, you can advertise your product on Instagram also by simply adding personalized filter options on your business’ profile, like Louis Vuitton, Pepsi, Gucci, and many other companies do. They are not necessarily connected to a product people can directly buy, like an ad, but they are still a way to create awareness and improve engagement among Instagram users. If you go, for example, to Louis Vuitton’s profile, you can try on filters like branded sunglasses for skiing or a branded face mask. Just think that 80% of the Instagram users follow a brand on this social media, and 60% like to discover new products on the platform. These are high numbers that highlight how important it is to keep up with new forms of advertising. The users are there, and you need to grab the opportunity to increase engagement with your brand.
In conclusion, mobile phones gave social media the possibility to bring engagement to the next level with these new forms of advertising. There are tons of AR filters out there that you can use to advertise your business, increasing people’s curiosity for your brand.
And if you are still a little confused, Adello team can help you to set up your social media advertising campaign and bring the best know-how in mobile advertising. Contacts us for more information 😉