David Tiltman, director de Contenido de Warc
The Warc’s Toolkit 2017 report, produced in association with Deloitte Digital, identified VR and AR as key marketing trends which marketers will be looking to in 2017. Developments in Virtual Reality (VR) and Augmented Reality (AR) will offer viable ways for brands to engage emotionally with consumers, the service said in press release. “2016 saw VR and AR really emerge as marketing platforms. A lot of money is now going towards VR in particular as brands seek fresh ways to engage consumers. As the advertising marketplace becomes more cluttered and many people opt out of receiving marketing messages, brand experiences that can cut through are increasingly valuable” said David Tiltman, Warc’s Head of Content. The value of VR and AR is predicted to hit $150bn by 2020. Some of the key insights where VR and AR are expected to impact the marketing industry according to Warc’s report are: Retail and travel brands have been early adopters of VR, and this technology could revolutionize the e-commerce sector; VR can be more than a showroom, it is a vehicle for storytelling and high-end experiences; Research confirms VR’s potential for emotional engagement, including those of YuMe and Nielsen that -using neuroscience techniques- found that VR elicited 27% higher emotional engagement than in a 2D environment and 17% higher emotional engagement than a 360-degree video on a flat screen; VR adds an extra dimension to brand tie-ups with celebrities or influencers; many brands have reconsidered AR in the wake of Pokémon GO; and AR augments the product trial process and offers greater scope for consumers to engage with campaigns.
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