Virtual to augmented reality eye openers
August 14, 2012 Leave a comment
The quickening speed of technology development adoption breeds constant speculation about the future of media. Virtual to augmented reality is a likely trend given that the advertising business model reigns supreme.
First, consider virtual reality. It’s a great match with our need to create more inventory to support the advertising revenue stream. Most commonly connected with the creation of ad modules in mediated sports ( like billboards that appear on TV but not on the football field in reality), virtual reality ads can significantly multiply screen exposures. Here’s a short example of virtual ads from ADvision – ranging from the subtle billboard style to the more ostentatious and invasive example of a beverage bottle erupting from center field.
Now fast forward to an anticipation of augmented reality that has gained momentum from Google’s Project Glass. The development of these glasses brings into focus a world that increasingly could be augmented. There are obviously vast implications of a world where people walk around in their own virtual shell. One of them is the use of this augmented reality as ad inventory. Quoted in this NYT article William Brinker, graduate director of computer science and software engineering department at Miami University in Oxford, Ohio notes “…it’s also going to change real-world advertising, where companies can virtually place ads over other people’s ads…” Or place ads and content where there is none in the real world.
This Fast Company article features a film that is as startling in its depiction of augmentation as it is illuminating regarding visual augmentation’s impact.
From virtual advertising to augmented advertising – technology and the permanence of the advertising business model mean we need to keep our eyes open!
Room for discussion:
Virtual reality is primarily being used in the world of sports. What are some other entertainment applications?