By 2020, the combined markets of Virtual Reality and Augmented Reality will exceed $162 billion. The odds are good you’re familiar with both of the terms and their ubiquitous acronyms VR and AR. But while you may know what they mean, you might not know what they mean for your brand. Here’s the tale of the tape.
VR: Virtual Reality
- Sexier. Flashier. Already a household name.
- Started big—budgets, interest and momentum. But over time, the hype has stabilized as the public has gotten more exposure to the technology.
- The older of the two techs—more progress has been made working out platform challenges.
- Ideal for creating a spectacle, creating a story and creating deep and novel engagement.
VERDICT: VR is the right tech for creating a memorable experience and a sharable story, whether that’s PR, social or otherwise. It’s the most agile technology, and it’s not right for every situation. It’s primarily an entertainment tech, but don’t overlook applications in education and training—anywhere significant engagement is a benefit.
AR: Augmented Reality
- Not as well known, but the tech is progressing faster.
- One major advantage: people carry the necessary devices around in their pockets. Your AR experience can be phone-ready yesterday, and is being actively adapted for wearable tech.
- The better bet for brand messaging. Users can interact with you anywhere, anywhen, daily.
- Already practical and usable, and the technology continues to improve. AR Kit 2 is already live for developers, and the possibilities for the platform are expanding rapidly.
VERDICT: AR is the right tech for your consumable content. It can be created fast, created with quality and created today with minimal additional stress on your creative pipeline. The tech is only continuing to mature, and as it does, the engagement opportunities it presents expand with it.