The magazine El Publicista, specialized in communication and marketing, dedicates his number 366 to the advantages that the virtual reality and the experience immersive contribute to the world of the advertising.
To make this article they contacted Isostopy as a high-quality reference in the sector VR. Unfortunately, it was not possible to reproduce entirely the interview to our CEO, Javier Escorihuela, in that he does a revision to the principal milestones reached by the virtual reality in the field of the marketing up to the moment, and to predict the future that is for coming.
We share with you the complete content of the interview to Javier Escorihuela and Fernando Gómez, founding partners of Isostopy:
– How will it affect the application of this type of technologies to the future of the advertising?
The sector of the advertising has been always, for his own nature, one of the first ones in throwing to adopt new tools and disruptive technologies. In particular, the incorporation of solutions of virtual or augmented reality, they open a whole range of possibilities of interaction with the consumer that till now they seemed to be impossible. The ability to immerse literally the user in a “experience of brand ” and, in addition, do it in scale, wherever you are, it does not have precedents and can be an extraordinarily powerful resource.
– Which are the principal challenges for the implementation of the VR/AR/robotics etc on the advertising market?
The biggest challenge, nowadays, is to obtain an index of penetration in the market that justifies the investment that this type of technologies suppose. In order to get this type of solutions reach his real potential, a massive adoption is necessary from the consumers, something even relatively distant for topics as the price of the hardware and, specially, the scarcity of content. Nevertheless, with a view to more punctual advertising actions, like events or products presentations, these problems disappear and the bet grants already a clear and very positive return.
– Related to the advertising area and the brands, what trends do you think that they are going to stand out in the short and medium term?
In a short term we will continue enjoying an experience immersive very supported on the video 360º, easier understandable for companies accustomed to working till now with advertisement from shot video. Nevertheless, little by little there is interfering a major degree of interactivity that will take futures campaigns rest more and more in content generated by computer, much more powerful and with which the possibilities from a creative point of view are infinite. Finally, in the half and long term there will come the experiences of mixed reality, in which digital elements will be mixed in an indistinguishable way by the physical world, opening the door for a world of interactions with the users radically innovative and personalized.
– The aptitude to generate empathy of the virtual reality, in what measure can it improve the rate of return of the investment of an advertiser?
It is well known that the consumer does not take any decision, included those of purchase, from the most absolute rationality. Always exists, at least partly, an emotional componente and subjective. In this way, the aptitude to connect emotionally with another human being thanks to the power of the technology, not only to move the offer of value of a product and therefore to improve the conversion, but to fidelize the consumers like never before to the philosophy and the experience of brand behind a logo.
– The difference between the conventional narrative and the VR is the dip in an experience. Do you think that the commercial brands are using the opportunist off all the possibilities that it offers?
Nowadays, we are in the childhood of this newly area and, little by little, the keys of the narrative are deciphered in an immersive environment. For it, we still finding a lot of experiences primitives comparing with the capacity that this technology can offer, limiting itself to reproducing the reality and transporting the user to another place. Even though this is not so bad, it offers only a limited experience. There already exist examples that are exploring new possibilities of interaction that they affect of different ways to the narrative, so much on video like with content generated by computer, but it is a progressive process which will be advanced in the time in a natural way.
– How can technology help to knock down barriers between the printed means and foxgloves? And between the physical and the online purchases?
Everything what is to blur the limits between the virtual reality and the reality leads us to speaking about the promise of the mixed reality. Let’s imagine a world in which to read a magazine or to buy online were not a limited experience. When you turn the page and appears, for example, to an interview, the interviewed will stay by our side to comment the most relevant points. In case of shopping online, if we doubt between two dresses, these will appear around ours in real scale in order that we could observe them with all luxury of details. Those possibilities are already within reach and it will be going to suppose a revolution for the advertising sector that must begin to prepare for it as soon as possible.