vr ar headset h2o

Will we see more marketing campaigns in virtual and augmented reality?

h2o vr ar in use

We often see aspects of augmented reality marketing such as QR codes, however the more experimental side of VR/AR technology hasn’t yet been widely adopted. We’re seeing devices such as the Apple Vision Pro and the more affordable Meta Quest 3 hitting the market and increasing the user base for full augmented/virtual reality marketing experiences. But are we at a point where advertisers are ready to embrace these emerging technologies and enter the Metaverse?

What is the difference between augmented reality (AR) and virtual reality (VR)?

Most of the top modern headsets are capable of both augmented and virtual reality but there is a clear difference between them and how they are used.

Apple vision image headset

Virtual reality (VR).

VR creates a completely immersive experience, isolating the user from the real world to place them entirely within a virtual world. This is most commonly used for games and is the most popular reason current users own a headset. 

coworkers ar vr headsets

Augmented reality (AR).

AR enhances the real world by adding digital elements, allowing interaction with both real and virtual elements. We’ve seen a recent rise in the popularity of AR as spatial computing is becoming more popular. This is where users can have multiple windows and screens appear in their environment to increase productivity and portability for remote and office working. 

How virtual and augmented reality are currently being used in marketing and sales strategies.

furniture ar vr

So far we’ve seen a few experimental campaigns from top brands dipping their toes into AR/VR marketing with some success...

Multiple big furniture brands have been using augmented reality technology in their marketing strategies to allow iPhone users to place 3D models of furniture pieces directly in their homes. Taking it further with the Apple Vision Pro we’ve seen Decathlon launch an immersive shopping experience app in the U.S. that allows customers to explore products, such as tents and bikes directly in their living room.

ikea roblox vr ar game

As for VR marketing, we’ve seen few brands incorporating virtual reality with most recently IKEA launching a new virtual store on Roblox called "The Co-Worker Game." This immersive experience playable in VR allowed players to explore a virtual IKEA and take on roles simulating various real-life jobs within the company. 

These examples have only just scratched the surface of the potential of AR and VR in transforming customer interactions and online shopping with immersive worlds and memorable experiences.

What are the advantages of virtual reality and augmented reality, and where could they be used in marketing?

Unless you’ve tried it firsthand it is hard to convey how immersive a well-done digital environment can be and with virtual reality technology only getting better and cheaper we are bound to see the number of users increase. 

VR/AR can create enhanced interactions like no other platform. It allows users to visualise products in their homes in an instant in full detail so there is no doubt we will see more companies using augmented reality in their digital marketing strategy. 

all vr ar headsets

Pros: 

  • VR/AR allows a level of virtual interactivity that can’t be matched through other channels.
  • The market is increasing rapidly, comparing 2019 to 2024, VR headset sales have tripled (source: statista.com).
  • The ability to enhance storytelling allows for compelling and interactive narratives through a virtual environment.
apple vision pro headset ad

Cons:

  • Developing VR and AR experiences can be costly and require specialist knowledge and skill. 
  • While the market is increasing, compared to traditional marketing channels, the audience is still quite small and requires specific devices to access content.
  • With current headsets, longer experiences can increase the chance of motion sickness and discomfort during use.

Realistically it’s going to take some time before this becomes a common occurrence for marketing campaigns as the amount of users isn’t comparable to the traditional marketing channels.

The market is increasing rapidly so even though we’re not quite at the point where AR/VR marketing is commonplace, we’re potentially not far away. 

 

How will we at h2o be using AR/VR?

Here at h2o, we’re always trying new technologies and methods so we can offer the latest and greatest for our clients. Our experiences team have helped on multiple campaigns to produce spatial designs and are always ready to take on any challenge and try experimental marketing.  

We’ve even recently been experimenting with spatial computing in our day-to-day work life and seeing if that can help increase productivity in our team. Although we’re a while away from all working in the Metaverse, it’s safe to say that the future in this style of working as it allows flexibility for remote workers and portability allowing you to instantly bring massive displays into your surroundings.

headset on gamer ar vr

Summary.

VR/AR is gaining traction and this will only make its appeal to marketers grow.  Although AR/VR marketing isn’t yet fully mainstream, advancements in technology and increasing affordability suggest a future where these immersive experiences will play a significant role in advertising.