When people talk about the application prospects of VR, VR advertising is undoubtedly one of the most valuable and most noteworthy directions. VR's immersion, visual impact, and high degree of interactivity are all inherently persuasive and can give users a very rich experience. For many industry travel, automobile, real estate, and film and television industries that emphasize visual impact, VR advertising has become an indispensable standard. On the other hand, VR content makers and even VR hardware manufacturers also hope to adopt VR advertising. Can find a business model that is truly suitable for VR.
However, relative to people's imagination of it, there are still many problems in the current VR advertisements that are still pending, some of which are technical: how to present the products naturally in a real environment? How to make products naturally in a highly interactive environment? Attracting the attention of users? Some questions are directional: What areas does VR advertising fit in, and which areas are not suitable for them? Apart from the natural effect of presenting products, what kind of stories can people use? What are still waiting for people to explore? .
Harry Brisson, director of media labs at Nelson, a world-renowned performance management company, has long-term research on VR advertising to hear what his opinions are.
In the world of VR, it is a three-dimensional scene. How to deal with the position of advertisements in space? Will it become complicated?
Harry: There are a few points to make about this issue. It is indeed more complicated to understand in a broad sense because it involves more elements. But we have to imagine: In the VR scene, wearing head-mounted equipment on our eyes, it is not just a screen to watch, in fact, it can also collect and provide a lot of data. For example, as a manufacturer, I can add eye-tracking devices to my device so that after my client puts on my device, I know where he is looking. For example, if he is looking to the left, middle or right, what the audience sees, we all know it. Even we can guide him to actively watch what we want him to see. In contrast, in print ads, whether the user sees the location to the left or the right, reading or looking at the map, we actually rely on speculation. So in fact, VR glasses help us to simplify the advertising process and help us to better design and understand the interactive scene. The design of the entire advertising process and advertisements will be simple, not complicated.
Because ads need some close-ups, they need to help users understand which parts should be worth noting, and which features deserve attention. If there is no way to use close-ups in a VR scenario, if you don’t use close-ups, how to remind consumers that a product’s features are worth taking note of?
Harry: This is a very interesting topic, that is why we say that VR is not the same as TV, not the video, because the latter two are flat things that can do a lot of close-up attention. I just emphasized this point in my speech. VR is not a TV. It includes how we use VR. How to use VR to transmit information is totally different from TV.
In the TV, we can create a very complex scene with background and music and use close-ups to highlight what we want to highlight. But in the world of VR we cannot do this because VR actually provides an environment. In this environment, users or spectators will explore the contents themselves rather than present them to the audience in a close-up manner. This is their biggest difference.
But can VR be able to achieve some close-up effects similar to TV commercials? In fact, it is possible because we are using VR's effects to connect users with the content we provide. We can think of other things that are not TVs. Examples of advertisements are examples of eye-catching attention. We can think of museums, we can think of theaters, and we can think of the scenes of magic shows. In this case, we cannot use close-ups. Because everyone is sitting in the auditorium watching everything on the stage, but the magician can attract people's attention, he wants you to see where you can attract your attention. What do people use in museums and theaters? They use the design of the entire space, using lights, sounds, sound effects, and movements, all of which can be powerful weapons that draw the attention of the audience without the need for close-ups.
So VR is also the same, it is actually a very open, very free platform, in this platform can use all means to attract the user's attention, and not just a very close-up to a close-up put it to your In front of you, you can only look at this close-up, nothing else to see.
One more thing we need to talk about is that we have to understand that there are various kinds of media on hand. Each different media has its own value. It does not mean that VR will become very common in the future. We do not need flat media. If you don’t need a TV, you don’t need a video. It’s not like that. They have their own value. But we can imagine that when VR becomes more and more popular and more and more extensive, it may in turn help us help video content producers to better think about how the video should be produced and be able to become more Seductive. Whether it is a matter of editing, whether it is a story-telling method or not, because VR will let everyone know that there are some things that cannot be replaced. VR will let everyone know that the original video also has its advantages. What should I do? Doing video better can compete with VR.
There will be some product descriptions in the middle of the advertisement. If it is flat, these instructions can be directly displayed in the advertisement. However, if it is VR, because it is in a similar environment, the same explanation will be “presented in the airâ€, and the audience may feel that it is out of the original plot. Without explanation, the audience cannot understand the details of this product. How to deal with such problems?
Harry: This is also a very good question. It also involves the differences in the media itself. What about the subtitle information or the text information you just mentioned? How does it show? I think it is similar to the answer to the first question. We can use light to show it with sound effects. Especially when it comes to product advertising, sometimes we need to put a price on it because it is a very important piece of information. At this time, we can use some ideas other than subtitles. For example, we have a folder in our hand. We open the folder and we will have product price information and other information. Or we can put text information into the VR experience. For example, I can design Several planes fly in the air, and jet-ejecting things form a price. It is also possible that we visualize and dynamize the text.
Now that most of the early VRs in the United States let people know what this product is, we are more focused on demos. We can add sounds and sound effects during the demonstration. In this way, we can also transmit part of the original TV. Information in the form of subtitles. But there is also some information, it may not be easy to integrate into the VR scene, for example, there are some advertisements for medicines in the United States, according to the requirements of the United States law: to have a person very quickly put the drug side effects 1,2,3,4 , 5, 6, and so on. If this is the case, I think it is a very big challenge for VR designers. In this case, we choose TV is better than VR.
In addition, then, what kind of information is suitable to use VR to convey it? Our personal story, personal experience, or emphasize space, emphasizing the brand, such a situation VR is a very good choice. If we have to state a lot of text like drug side effects, disclaimers, etc., maybe we can put it before the VR experience. You first click on a confirmation, click on an agreement, read all the rules and then go to the VR world to experience such a scene, this is also a feasible way. We can also solve this problem in a comprehensive way using traditional methods, including traditional media, embedded in VR scenarios. For example, we can also have a lot of menus, there are a lot of cursors, you can point to different things in this menu, I can enter in to watch TV in VR, point in to read newspapers in VR, everything can be Combine with VR.
What does VR emphasize? It emphasizes experience. In the world of VR, experience is greater than display, and display is greater than notification. So if you are telling something to show someone something, VR may not be the best choice. For display purposes, VR is not the best choice. When you emphasize the experience, you can choose VR to achieve the best results and do more with less.
The last question is: In addition to tourism, automobiles, and advertisements that have a very strong visual impact, what areas of VR advertising will be applied more quickly?
Harry: The car is a very interesting industry. In fact, everyone emphasizes the combination of car and VR. Especially when we do 360-degree panoramic video, we usually think of video. We will see what the interior of the car looks like. There are still a lot of people presenting a concept called virtual test drive, which is to test a car in the space of VR. Actually, the virtual reality test drive may not be so effective, because when people try to drive a car, they not only consider the visual things, but also consider the feeling of gravity sitting in the car. The seat is uncomfortable and it accelerates quickly. What kind of horsepower is there, what kind of experience is there, what is the feeling of a quick turn, and even if I sit inside the car, I can smell the interior of this car. However, in the VR scene, at least the current VR technology has no way to provide us with such a complete experience. So for the virtual test drive, I would like to say that if you do not do any gravity simulation and only do visual simulations, I think the virtual test drive won't be too successful. However, VR is very useful for helping consumers understand the conditions in the car.
Speaking of other industries, I would like to mention one point. VR is actually a space. The way you use it depends on what kind of space you want to bring consumers to. For example, you can take the consumer to the factory that produces the product and see how the product was made. Take you to the consumer's home to take a look and see how they usually use our products, so whatever, whatever you sell, as long as you have products, as long as you have a very clear location concept, you Knowing where you are going to take the consumer, in this space, you are sure that the consumer will be most impressed with the product, then you can use the VR platform. You know, with VR we can go anywhere and we can instantly go to the airport, go to space, go to the ocean, go to all places that we think are worth the consumers to see, and pass us on this way Product information, our brand information.
Specifically, I want to mention two industries. One is charity. Philanthropy is a very good VR scene, because everyone can see what kind of people and what kind of life they will have at the other end of the world. What changes will they have after receiving our help? The study found that Nielsen also conducted similar 360-degree panoramic video simulations and tests. We found that in the VR scenario, everyone's empathy and compassion are very easy to inspire, so it is absolutely a very successful application in the charity industry. .
Another industry is the entertainment industry. It is not known what the status of the entertainment industry in China is, but at least in the United States it is very successful. If you want to be interested in VR technology now, they are definitely a very fanatical person to the media. They are interested in VR and they are also interested in mobile phones. They must watch TV regularly and must like to watch movies. For the advertising of the entertainment industry, it is most appropriate to do it through VR. For example, if you want to promote a movie, promote a TV show, or promote a mobile app, you can bring him to the VR scene and let them look at some trailers first to show how the APP works. The user's interaction is not smooth and so on. Broadly speaking, any brand has its own story. When we promote the brand, we are telling consumers stories. As long as you determine where the story is and where it is the core, you can use VR. To create this place in a vast space, you can use VR for your use.
VR is different for different people. It is a platform for consumers. It is also a very good platform for content manufacturers to present your things. It is also very good for advertisers. Platforms can advertise, but Nelson is doing research. What does the VR platform mean for researchers? Nielsen also considered this issue. As a consumer research information provider, you can actually take you to the consumer's home, and you can also take you to some special scenes. For example, Nielsen's researchers made an abstract "data space." This space is a 3D scene that shows the best performance in the United States or the top 50 television network media companies. Inside this space, there are many brand "boxes" with LOGO. Each box represents such a network. You can also move it and view it from different angles.
In this space, there are different faces, for example, we can paint one of the faces blue, and on this blue wall we can see the sports channel, such as NBC Sports Channel, FOX Sports Channel, etc. And so on, this is the female live time, there are lifestyle-related channels, the color is more reddish, the yellow is a young program, such as cartoons, music movies, purple is some television programs seen by older people, broadcast , live streaming and more. Under the VR scene, you can look at its perspective, you can look up. This is more exploration category, including HBO, some science channels, science fiction films are on top, including discovery channels and so on. Then what the users see is not abstract data. They come to a house. All data in this room are all data. You will find new discoveries in every box. The first time humans land on the moon, you will be full of freshness.
It has a wide range of applications, including power production and power dispatching center, nuclear industry facility operation center, energy production center, traffic operation monitoring center, aerospace mission monitoring center, public safety mission monitoring center, financial trading center, monitoring center, radio and television monitoring center, factory central control room and many other application scenarios. These types of control rooms, Both monitoring center and control center belong to mission critical control environment, which affects the orderly operation of economy and society.Operation method, installation and maintenance of jbkz tank liquid level alarm device. The device is applicable to the monitoring and alarm of high liquid level and overfill cargo tank.
Oil Tanker Cargo Oil Console,Petrochemical Ship Cargo Oil Console,Oil Tank Monitoring Console,Tank Gauge Console Monitor
Taizhou Jiabo Instrument Technology Co., Ltd. , https://www.taizhoujbcbyq.com