{"id":300663,"date":"2016-11-29T05:00:00","date_gmt":"2016-11-29T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/cmswire-engage-customers-new-mixed-reality-world\/"},"modified":"2024-10-26T10:36:04","modified_gmt":"2024-10-26T10:36:04","slug":"cmswire-engage-customers-new-mixed-reality-world","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/cmswire-engage-customers-new-mixed-reality-world\/","title":{"rendered":"CMSWire: How to Engage Customers in a New, Mixed-Reality World"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Brands spend the lion\u2019s share of their budgets where they know their audiences can be found: Facebook and Google.<\/span><\/span><\/span><\/span><\/p>\n<p>That\u2019s why these two companies account for 80 percent of all digital ad spend (including mobile).<\/p>\n<p>But as augmented reality (AR), virtual reality (VR) and a combination of the two known in the industry as mixed reality (MR) become more sophisticated and tested, they have the potential to create a whole new platform, ecosystem and media that will easily challenge today\u2019s dominant parties.<\/p>\n<h2>The Power of MR<\/h2>\n<p>Moreover, MR has the potential to replace all screens. Like scenes out of \u201cMinority Report,\u201d it\u2019s not too much of a stretch to envision a world where we can conjure up content and engage with it using gestures.<\/p>\n<p>For instance, imagine Google Maps layered on top of the real street you\u2019re walking down, and using it for real-time navigation.<\/p>\n<p>Rather than consumers existing in a pure AR or VR world, MR will offer the ability to add elements to our real world on demand. This may sound purely Sci-Fi, but it\u2019s closer to reality than you may realise.<\/p>\n<h2>Adding Visual Overlays<\/h2>\n<p>We\u2019ve already seen how mundane daily activities\u2014such as <a href=\"http:\/\/www.cnbc.com\/2015\/04\/24\/retails-new-reality-four-ways-technology-can-boost-sales-commentary.html\">shopping in a supermarket<\/a>\u2014can be enhanced with visual overlays that bring new dimensions to the experience. Rather than selecting tomatoes from a bin, consumers can pick them off the vine while on the farm where they were grown.<\/p>\n<p>CPG companies can use such overlays to show \u2014 rather than state \u2014 how their products are all natural, green or comforting to babies by inserting consumers into the places where their products originate.<\/p>\n<p>Such experiences will become mainstream once the wearable technology is small enough and powerful enough to sit inside typical glasses lenses.<\/p>\n<h2>Tech Meets Real Life<\/h2>\n<p>Then there are applications like Pok\u00e9mon GO, Snapchat\u2019s Face Swap Lens and Microsoft\u2019s Windows Holographic, a program t<a href=\"http:\/\/money.cnn.com\/2015\/01\/21\/technology\/innovationnation\/microsoft-windows-holographic\/index.html\">hat allows PC users to interact with 3-D images all around them<\/a>.<\/p>\n<p>Pok\u00e9mon GO is proof-positive that humans will integrate technology with real-life behaviours, providing a glimpse of what our future will ultimately look like.<\/p>\n<p>Snapchat\u2019s Face Swap Lens allows consumers to swap their faces with their friends, pets or anything that has a face. Snapchat <a href=\"http:\/\/snapchat-download.net\/snapchat-face-swap-lens\/\">warned it would be creepy<\/a>, and <a href=\"https:\/\/www.buzzfeed.com\/kirstenking\/theres-a-new-face-swap-filter-on-snapchat-and-its-the-stuff?utm_term=.kjLpZrEJo#.fpxmQorKR\">Buzzfeed absolutely agreed<\/a>. Why is it so unnerving? Because it\u2019s so realistic.<\/p>\n<h2>Straddling 2 Places at Once<\/h2>\n<p>ARHT Media, a startup out of Canada, has introduced something it calls HumaGrams. These are extremely realistic holograms of humans that deliver immersive 3-D interactive experiences.<\/p>\n<p>The company\u2019s goal is to allow people, such as CEOs, to be in two places at once via \u201cholo-porting.\u201d Rather than get on a plane headed for the Far East to address an employee meeting, the CEO\u2019s 3-D hologram delivers a presentation and even takes questions from the audience.<\/p>\n<p>Both ARHT\u2019s HumaGrams and Pok\u00e9mon GO are examples of MR, offering virtual objects that people can interact with as if they\u2019re real. Both blend reality and illusion; they don\u2019t take people out of this world, they simply add elements to the real world.<\/p>\n<h2>Advertising in This New World<\/h2>\n<p>Smart brands are already thinking about how to make their messaging work, and how to engage their consumers inside these new worlds. For example, McDonald\u2019s converted its Japanese restaurants into Pok\u00e9mon gyms to take advantage of the Pok\u00e9mon GO craze.<\/p>\n<p>If consumers opt to exist in an MR world, then brands must follow. We\u2019ve seen this play out as consumers migrated from print to digital, from desktop to mobile, and from mobile to wearables.<\/p>\n<p>Make no mistake: MR has already arrived on the scene, and as we saw with Pok\u00e9mon GO, has been fully embraced by consumers.<\/p>\n<p>But what\u2019s important to call out is the speed at which these opportunities come and go. Overnight, Pok\u00e9mon Go captured the attention of the world, people traveling to new places just to \u201ccatch \u2019em all.\u201d And just as fast as it emerged, the craze subsided.<\/p>\n<h2>Timing Is Everything<\/h2>\n<p>MR will be a boon to marketers, who will have an array of far more subtle and clever targeting opportunities at their disposal, but they\u2019ll need to capitalise as soon as the moment arises.<\/p>\n<p>When combined with a rich history of a consumer\u2019s interests and location, and the ability to personalise, MR will present absolutely astounding ways to deliver contextually and personally-relevant messaging.<\/p>\n<p>MR brings new rules and challenges, of course.<\/p>\n<p>Ad placements may be akin to sponsorship deals in order to deliver more immersive advertising experiences. That means the impression-based models marketers are accustomed to may no longer be relevant, forcing the industry to develop new pricing models.<\/p>\n<p>And as with all things digital, there is a potential privacy minefield we\u2019ll need to address. Copyright infringements can also be an issue as ads bleed onto walls, buildings, cars, and so on, with existing logos. All of these scenarios will need to be played out and resolved.<\/p>\n<p>MR is not some distant future \u2014 it\u2019s just around the corner. Start thinking about how your brand can leverage this exciting innovation, so you have a strategy for engaging your customers in this new mixed-reality world.<\/p>\n<p>The original article can be found <a href=\"http:\/\/www.cmswire.com\/digital-experience\/how-to-engage-customers-in-a-new-mixed-reality-world\/\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>MR has the potential to replace all screens. Like scenes out of \u201cMinority Report,\u201d it\u2019s not too much of a stretch to envision a world where we can conjure up content and engage with it using gestures.<\/p>\n","protected":false},"author":1,"featured_media":300664,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[290,282,284],"tags":[],"class_list":["post-300663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-uk","category-mobile-in-app-uk","category-proprietary-platforms-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CMSWire: How to Engage Customers in a New, Mixed-Reality World - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/cmswire-engage-customers-new-mixed-reality-world\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CMSWire: How to Engage Customers in a New, Mixed-Reality World\" \/>\n<meta property=\"og:description\" content=\"MR has the potential to replace all screens. 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