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Vision Pro Extends Reality Possibilities in Advertising and Beyond

August 14, 2023  by HFBusiness Staff in Business Strategy, Industry   

From the technical standpoint, Vision Pro represents a step forward in AR development, as the headset is equipped with multiple high-quality pass through AR cameras, which could help address obstacles faced by most AR headsets: poor image quality, insufficient field of view and low battery longevity.

While the rest of OEMs have been largely focusing on VR gaming, Apple decided to deliver the IOS ecosystem to the users. With Vision Pro, users will:

~ Watch TV shows and consume content from streaming services.

~ Make spatial pictures, record spatial videos and listen to spatial audio.

~ Use the FaceTime app as if they were in the same virtual space with the person they are communicating with.

According to some estimates, Apple will sell up to 150,000 headsets during the first year, which is really not that many.

This is explained by the high cost of Vision Pro ($3,499) and the fact that initially, the device launch was focused on third-party developers who are supposed to create programs, applications and unique functionality. Apple, however, is allegedly already working on a cheaper version of the headset.

Up until now, users have only been exposed to 2D visuals on the computer and mobile displays for the most part. Devices like Vision Pro will, ideally, provide an immersive experience. Businesses should be aware of these developments in order to consider ways to build their brands and to assist customers during the decision-making process. Here are a few potential use cases.

AR apps like the one introduced by IKEA allow people to see how the new furniture will look in their kitchen and how to assemble it after purchasing. AR marketing practices have been introduced earlier by brands like Netflix, Sephora and Pepsi, some of which tried redefining AR experiences to attract customers back to stores after the pandemic.

In the virtual headset, the possibilities for product demonstration can be embedded in brand apps as well as in other content, such as videos, TV shows and games. YouTube has the ability to post videos in 180° and 360° format that users can access via VR devices.

By leveraging Vision Pro's advanced sensors, brands can empower users to engage actively with branded content through gestures, voice commands or physical movements. This immersive experience could cultivate stronger brand connections than those currently available on TV, desktop or mobile.

Today, brands are looking for alternative ways to collect and access user data for the sake of personalization. When the headset’s sensors are used for collecting and interpreting interactions, movements and eye patterns, brands could potentially use that data to launch hyper-relevant campaigns that are privacy-compliant.

Today, interactive targeted advertising is mainly represented by interactive digital out-of-home (DOOH) billboards and screens. AR ads could blend into everyday objects, incorporating marketing messages within relevant outdoor contexts.

The future development of social technologies and the Metaverse will likely enable users to interact in different ways and various settings—in the office and at sports events or concerts. This could provide opportunities for developers to capitalize on virtual spaces.

During the forecast period of 2023 to 2028, the XR market is projected to grow from $105.58 billion in 2023 to $472.39 billion by 2028. If successful, Vision Pro could encourage even more investment; however, this is still a risky game for many companies since the level of XR headset adoption is still low.

Vision Pro could open up new possibilities for immersive advertising that shifts the user’s role from passive observer to active participant.

The XR market has finally marched beyond the experimentation phase, entering a phase of significant investments and impactful business opportunities. At this stage, brands and media companies must recognize that XR is becoming an integral part of media consumption, and they should develop robust monetization mechanisms before mass adoption.

Photo: Courtesy of Getty Images