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WHAT IS IMMERSIVE TECHNOLOGY?
Because Immersive Technology leverages the 360
space/sphere, users can look in any direction...
WHAT IS IMMERSIVE TECHNOLOGY?WHAT IS IMMERSIVE TECHNOLOGY?
By Advrtas
Advrtas.com 2
IMMERSIVE TECHNOLOGY TYPES
360 is the ...
Virtual Reality is another very familiar type of
immersive technology, especially because it
has been quite the buzzword f...
360 VS 360 VR
While essentially the same thing, 360 VR content is
360 content with VR mode. When in VR mode, users
are abl...
TRUE VR
Because of all the terms that are connected to VR,
the term True VR was coined to refer to the “real”
Virtual Real...
Augmented Reality (AR) is a different type of Immersive
Technology where digital images are presented on
top of the real w...
WHAT IS IMMERSIVE TECHNOLOGY?
Even stores like Target and Ikea have their own
AR apps where users can choose a product (li...
Mixed Reality (MR) is somewhat a
combination of AR and VR. Like VR, MR also
uses an HMD. Unlike VR, however, a user is not...
Mixed Reality (MR) is somewhat a combination
of AR and VR.
Like VR, MR also uses an HMD. Unlike VR, however, a user
is not...
WHAT IS IMMERSIVE TECHNOLOGY?
Immersive Technology used to be something you would read
about in Sci-Fi books or watch in S...
EXPLORATION OF
PHYSICAL LOCATIONS
Immersive Technology gives travel brands the
opportunity to tap into consumers’ emotions...
The Healthcare Sector has always benefited
from the advancement of technology and the
coming of Immersive Technology is no...
IMMERSIVE ADVERTISING
WHAT IS IMMERSIVE TECHNOLOGY?
By Advrtas
Advrtas.com 13
It’s been a while since there has been a maj...
EXPERIENTIAL MARKETING
WHAT IS IMMERSIVE TECHNOLOGY?
By Advrtas
Advrtas.com 14
Experiential marketing is one of the most c...
IMMERSIVE WEB APPS
WHAT IS IMMERSIVE TECHNOLOGY?
By Advrtas
Advrtas.com 15
As mentioned previously, Immersive Ads work
bes...
E-COMMERCE AND SHOPPING TOOLS
WHAT IS IMMERSIVE TECHNOLOGY?
By Advrtas
Advrtas.com 16
Immersive Technology has put new mea...
Education has and can greatly benefit from
Immersive Technology as it taps into the different
senses of a human being.
For...
ART
Many museums are finding that using Immersive
Technologies allows visitors to engage with pieces and
“feel a connectio...
WHAT IS IMMERSIVE TECHNOLOGY?
By Advrtas
Advrtas.com 19
With all these benefits, we can definitely see that Immersive
Tech...
RESOURCES ON IMMERSIVE TECHNOLOGY
All About Immersive Advertising eBook
http://360vradresources.advrtas.com/all-about-360-...
What Is Immersive Technology?  by Advrtas
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What Is Immersive Technology? by Advrtas

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Immersive Technology is any technology that extends reality or creates a new reality by leveraging the 360 space. Here is a detailed guide into the various facets of Immersive Technology!

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What Is Immersive Technology? by Advrtas

  1. 1. WHAT IS IMMERSIVE TECHNOLOGY? Because Immersive Technology leverages the 360 space/sphere, users can look in any direction and see content. Some types of Immersive Technology extend reality by overlaying digital images on a user’s environment. Others create a new reality by completely shutting a user out from the rest of the world and immersing them in a digital environment. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 1 WHAT IS IMMERSIVE TECHNOLOGY? Immersive Technology is any technology that extends reality or creates a new reality by leveraging the 360 space.
  2. 2. WHAT IS IMMERSIVE TECHNOLOGY?WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 2 IMMERSIVE TECHNOLOGY TYPES 360 is the most basic and probably the most familiar immersive technology out there. These days, 360 content can be seen practically anywhere online – especially on YouTube and Facebook. The 360 content found in these platforms range from user-generated to brand-sponsored content. No surprise there as this new format gives content creators more space to work with and allows viewers to explore content by looking in any direction. 360
  3. 3. Virtual Reality is another very familiar type of immersive technology, especially because it has been quite the buzzword for the last couple of years. With VR, a user is completely shut out from the rest of the world while being surrounded by content. Through a head mounted display (HMD), whatever content the user experiences in the headset becomes their “reality” – allowing users to experience real and imagined worlds as if they are really there. WHAT IS IMMERSIVE TECHNOLOGY?WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 3 IMMERSIVE TECHNOLOGY TYPES VR
  4. 4. 360 VS 360 VR While essentially the same thing, 360 VR content is 360 content with VR mode. When in VR mode, users are able to view the 360 content in a cardboard headset, or sometimes even a mobile 360 VR headset. By itself (without VR mode), 360 content can be experienced without the help of an HMD and is best experienced on mobile. Mobile VR leverages HMDs that are connected to smartphones. Examples of these are the Samsung Gear VR or even Google’s Daydream headset. Some might even consider Google Cardboard as Mobile VR as well. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 4 MOBILE VR The world of Immersive Technology can be confusing because of all the terms involved. You might have heard terms like 360 VR, True VR, Mobile VR, and wonder if there’s really a difference between all of them.
  5. 5. TRUE VR Because of all the terms that are connected to VR, the term True VR was coined to refer to the “real” Virtual Reality. Why “real” or “true”? True VR uses headsets that require very powerful computers or consoles. Examples of these are the HTC Vive, Oculus Rift, Playstation VR, etc. These HMDs are so powerful they also leverage sensors (separate from the HMD) that keep track of a person’s movement and their surroundings. The sensors would then adjust the VR content to whatever is within a user’s environment. Because True VR uses powerful computers and sensors it primarily uses CGI and 3D modeling for content (more below). 360 VR content is VR at its most basic. This means that users can use their device to explore content by looking in any direction but the content merely surrounds them. It doesn’t take into consideration depth. In-VR content, on the other hand, does take depth into consideration (it’s stereoscopic). This means that when a person is viewing something “in-VR”, they can move closer to an object or move further away and the content adjusts to that. This is why In-VR experiences typically use CGI and 3D modeling. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 5 360 VR VS IN-VR VR
  6. 6. Augmented Reality (AR) is a different type of Immersive Technology where digital images are presented on top of the real world. This means that users who leverage AR aren’t completely shut off from the world. Instead, AR extends their reality. WHAT IS IMMERSIVE TECHNOLOGY?WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 6 IMMERSIVE TECHNOLOGY TYPES AR
  7. 7. WHAT IS IMMERSIVE TECHNOLOGY? Even stores like Target and Ikea have their own AR apps where users can choose a product (like a piece of furniture) and place it virtually in their homes. This enables them to test out how products look with their other furniture or even provide an idea of how big the piece of furniture is going to be. Essentially, it allows consumers to “try out” a product before even buying it. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 7 A great example of AR is Snapchat Filters. With Snapchat Filters you can overlay digital images of a puppy, cat, movie star, etc. onto your face. You can even move your phone around and see clouds around you or stars. Another familiar example is Pokemon Go where users can walk around their neighborhood with their mobile phones and find Pokemon that are overlaid on the environment around the user.
  8. 8. Mixed Reality (MR) is somewhat a combination of AR and VR. Like VR, MR also uses an HMD. Unlike VR, however, a user is not shut out from the rest of the world. Instead, the HMD is more like a pair of glasses that overlays digital images on top of your environment (just like AR). WHAT IS IMMERSIVE TECHNOLOGY?WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 8 IMMERSIVE TECHNOLOGY TYPES MR
  9. 9. Mixed Reality (MR) is somewhat a combination of AR and VR. Like VR, MR also uses an HMD. Unlike VR, however, a user is not shut out from the rest of the world. Instead, the HMD is more like a pair of glasses that overlays digital images on top of your environment (just like AR). Because of this, MR is sometimes called AR 2.0. An MR headset that is currently available to the market is the Microsoft Hololens. There’s also the recently launched Magic Leap. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 9 VR On their website for the HoloLens, Microsoft describes it best by saying it is a “holographic computer.” This takes “extending reality” to the next level and as Mixed Reality continues to evolve, we might just be looking into a future where desktops and laptops are no longer a thing and all of our computer work is done with the help of an MR headset. The question is: is MR “better” than the rest? Some say yes as MR takes Immersive Technology to the next level because it basically serves as the computer of the future.
  10. 10. WHAT IS IMMERSIVE TECHNOLOGY? Immersive Technology used to be something you would read about in Sci-Fi books or watch in Sci-Fi movies. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 10 WAYS TO USE IMMERSIVE TECHNOLOGY? Today, Immersive Technology has many different applications and can be used by brands and consumers alike in countless ways.
  11. 11. EXPLORATION OF PHYSICAL LOCATIONS Immersive Technology gives travel brands the opportunity to tap into consumers’ emotions in a way they never could before, while still being able to showcase the amenities and benefits available in their destination. It takes the travel shopping experience to a whole new level and also gives consumers a chance to tour a destination before actually booking a reservation. It’s the perfect sales tool for travel advertisers. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 11 Another way that travel brands can use Immersive Technology is by leveraging AR or even MR to highlight certain spots of a destination while people are physically at a destination. For example, tourists could be walking around while wearing Immersive Glasses and the glasses point out different historical events or fun facts related to that particular spot – kind of like a virtual tour guide, if you will. WAYS TO USE IMMERSIVE TECHNOLOGY
  12. 12. The Healthcare Sector has always benefited from the advancement of technology and the coming of Immersive Technology is no different. Doctors and healthcare providers have discovered that Immersive Technology helps with relieving a patient’s pain as immersing them in an experience distracts them from what’s going on. For example, in a university in Canada, students developed a VR game that would immerse cancer patients during chemotherapy and thus, distract them from their pain. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 12 Another benefit (which ties in with Education) is that Immersive Technology allows medical students and doctors to do surgery simulations. Immersive Technology can help doctors watch other surgeons perform operations remotely – maybe even from a first person perspective. Immersive Technology improves the healthcare sector because it is a really good tool that promotes empathy as well. Doctors and healthcare providers would better understand their patients by immersing them in experiences that allow them to walk in their patients’ shoes and see what they experience. HEALTHCARE WAYS TO USE IMMERSIVE TECHNOLOGY
  13. 13. IMMERSIVE ADVERTISING WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 13 It’s been a while since there has been a major technological shift in the ad industry, but the coming of Immersive Advertising has changed that. But what is Immersive Advertising? Immersive Advertising is an entirely new ad format that leverages Immersive Technology while still being able to use today’s current ad channels and ecosystems. This new ad technology takes advantage of a mobile phone’s sensory inputs (like its gyroscope, magnetometer, accelerometer). These sensory inputs allow the immersive ad to respond to device motion, which makes it very effective for mobile advertising. Because Immersive Ads are very interactive, they are able to initiate and sustain ad engagement. They also elevate the ad experience for the consumer – a very important factor considering the ad industry has been getting a bad rep for intrusive and irrelevant experiences. MARKETING AND ADVERTISING WAYS TO USE IMMERSIVE TECHNOLOGY
  14. 14. EXPERIENTIAL MARKETING WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 14 Experiential marketing is one of the most common implementations of Immersive Technology in business where brands can set up interactive booths in trade shows, county fairs, malls or even sporting events where people can try promotional VR experiences. Some of these Experiential Marketing installations are so incredibly detailed that brands have even created sets and included props that would help elevate the immersive experience. MARKETING AND ADVERTISING For example, to promote the first season of Stranger Things, Netflix created an immersive experience that put the consumer in a scene of the show where they get to watch the scene unfold in first person perspective. Other more recent examples are movies like Mission Impossible, The Meg, or The First Purge. Another example of experiential marketing can be found in travel trade shows. During events, travel brands & tourism boards would hand out cardboard headsets and encourage people to try them out with a 360 video of the tourist spot they’re promoting. These promotional experiences can be based on an upcoming movie or show or they can even be a promotional experience for a product. WAYS TO USE IMMERSIVE TECHNOLOGY
  15. 15. IMMERSIVE WEB APPS WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 15 As mentioned previously, Immersive Ads work best in mobile and it can be flexible as it works either in mobile web or in-app. Immersive Ads allow consumers to explore a brand within an ad unit seamlessly while browsing the internet – all without having to be redirected into a page. What’s great about Immersive Technology is that brands don’t just have to stop reaching out to their consumers with Immersive Ads. They can provide bigger and deeper implementations of Immersive Ads through Immersive Web apps. For example, if a consumer is exploring an Immersive Ad and is interested to learn more, the consumer can click on a CTA inside the Immersive Ad that will redirect them to an Immersive Web App (IWA). An IWA is a bigger and deeper implementation of an Immersive Ad. Because it works as some sort of landing page, it gives brands an opportunity to further expose consumers to their messaging and target those who are deeper in the sales cycle. MARKETING AND ADVERTISING WAYS TO USE IMMERSIVE TECHNOLOGY
  16. 16. E-COMMERCE AND SHOPPING TOOLS WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 16 Immersive Technology has put new meaning to the term “online shopping.” As mentioned earlier, more and more stores are using AR apps to allow users to test out their products beforehand. Even with VR, brands like those within the car industry are using virtual showrooms where consumers can look at cars, take virtual test drives and even “sit inside” them. The experience is made even more immersive by letting users sit in actual car seats to make them feel like they’re actually inside a car. Other examples of Immersive Ecommerce & Shopping Tools are the Target and Ikea AR apps mentioned before where users can try and see how a product would look like in their homes. This also works for real estate where people looking for homes can decide which homes are worth visiting in person and which homes are not, by taking a virtual tour of the home first. By allowing consumers to “try before they buy”, immersive technology makes the online shopping experience much more seamless and interactive. MARKETING AND ADVERTISING In marketing & advertising, Immersive Technology allows brands to reach consumers in every stage of the consumer purchasing funnel. WAYS TO USE IMMERSIVE TECHNOLOGY
  17. 17. Education has and can greatly benefit from Immersive Technology as it taps into the different senses of a human being. For example, a few years ago at CES, one of our team members was able to try out a VR simulation used to train firefighters. In this simulation, a user is given an actual firefighting coat and a VR controller shaped like a water hose. The coat would heat up depending on the temperature of the fire in the simulation and the water hose would vibrate due to the pressure of the water. In this simulation, the user’s sense of sight, hearing, and touch are being tapped into. If a scent generator was added to the simulation, even a user’s sense of smell could be used. Because it taps into the different senses of a person, immersive content allows a person to learn from the best method that works for them – whether they’re a visual learner, an auditory learner, or even a haptic learner – Immersive Technology makes it possible. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 17 With Immersive Technology, students can even have field trips in VR all from their classroom. Learning about the Roman Colosseum? Pop on a VR headset and tour the actual Colosseum and see historical events unfold as if you’re really there! Immersive Technology like AR or even MR can even help students learn about the human body and how each part functions by overlaying digital images on an actual person and highlighting where the different parts are located. EDUCATION WAYS TO USE IMMERSIVE TECHNOLOGY
  18. 18. ART Many museums are finding that using Immersive Technologies allows visitors to engage with pieces and “feel a connection with the artist”. By revitalizing old works of art in the museum into virtual spaces, visitors no longer have to stand in line among large crowds in order to stare at a painting from 5 feet away. Now they can be immersed within a classic painters studio or find themselves placed in the landscape of the painting. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 18 And with the ability to download immersive technology apps, those who are unable to travel to popular museums are now given an opportunity to view rare works of art and limited run collections. Immersive Technology is also giving artists a new canvas of creativity to reach younger audiences who have grown up only using screens. With the help of AR, brands like Remy Martin are using virtual art and immersive technologies to create a stronger brand image. Therefore allowing audiences to feel a deeper emotional connection to the brand and artworks. WAYS TO USE IMMERSIVE TECHNOLOGY
  19. 19. WHAT IS IMMERSIVE TECHNOLOGY? By Advrtas Advrtas.com 19 With all these benefits, we can definitely see that Immersive Technology is here to stay and is ushering in the next Industrial Revolution. This new technology is opening up a realm of possibilities that the world has never seen before and is making improvements in industries that have not had a major technological shift in a long time. As time passes, it will be exciting to see how Immersive Technology will continue to develop and progress and what other emerging technologies will come out of it. GAMING WAYS TO USE IMMERSIVE TECHNOLOGY The gaming industry has been one of the first movers of Immersive Technology. Because of this, Gaming and Immersive Technology have become almost synonymous to each other – causing a barrier for brands to leverage this technology. Thankfully, this misconception has slowly been debunked as people are beginning to realize the many different benefits of Immersive Technology. Even so, the Gaming Industry has been going strong with Immersive Technology. The launch of the Playstation VR and even Pokemon Go has definitely helped in this aspect. Not to mention that these days, VR arcades are becoming more and more common.
  20. 20. RESOURCES ON IMMERSIVE TECHNOLOGY All About Immersive Advertising eBook http://360vradresources.advrtas.com/all-about-360-vr-ads Immersive Media Glossary https://advrtas.com/immersive-media-glossary/ Why AI Immersive Ads are the Breakthrough to the Advertising of Tomorrow https://advrtas.com/ai-immersive-ads-breakthrough/ 4 Reasons Immersive Smart Ads Are Better Than Video and Display https://advrtas.com/immersive-smart-ads-better/ 4 Reasons Why Immersive Smart Ads Need To Be In Your Media Plan https://advrtas.com/immersive-ads-media-plan/ VRARA Resources http://www.thevrara.com/casestudiesandwhitepapers © 2018 Outlyer, LLC. Advrtas is a registered trademark of Outlyer, LLC. All rights reserved.

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