Technological advances promise to transform advertising with immersive experiences.
The release of the long-awaited Apple Vision Pro, in early February, demonstrated that the trend of virtual and augmented reality (AR/VR) glasses could intensify in the coming years. However, despite the American company’s history of transforming the market segments in which it operates, records of returns and problems faced by users are increasing, as reported on social media. The fact is that companies are increasingly investing in this technology, which can bring with it a new paradigm and a new dimension, especially for communication, marketing and advertising professionals.
Despite the giants in the sector, such as Meta, Valve and now Apple, operate in the segment, the sector still faces resistance in its popularization. According to data from the International Data Corporation (IDC), sales of these products should end 2023 with a drop of 8.3%, totaling just over 8 million units sold. However, the outlook for 2024 is growth of 46.4%, indicating a positive turnaround and new opportunities for the sector.
For Thiago Abreu, founder of Agência Amithiva, despite the initial challenges, the technological advances provided by this new technology point to a promising future for the advertising sector.
“We are witnessing significant advances in this segment, with more and more companies entering it. Therefore, I believe that, in the near future, understanding and making the most of AR/VR technology will be essential to reach the target audience in advertising strategies”, stated Abreu.
The executive also highlights another important and characteristic aspect of the new technology: interactivity.
“It will be a way for users to have their first experiences with the products. We will possibly see a significant change in the way advertising is done on the internet at this initial stage, but with popularization, I believe we will see more and more companies investing in interactivity and creating immersive experiences to connect with the end user”, he explained.
But will virtual reality glasses become a reality? If it depends on big technology companies, yes.
“One of the reasons lies in user data. With more and more sensors, more user information can be collected, which will make the creation of user profiles even more accurate. Thus, disclosures in the metaverse, in the future, could be even more effective”, added Abreu.
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