Extended Reality is putting the customer in the middle of the brand message.
So what exactly is Extended Reality also known as XR? Well its a term for all the immersive technologies that are currently being used. This would be Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR) and any that are still to be created. All immersive technologies extend the reality we experience by either blending the virtual and real worlds or by creating a fully immersive virtual experience.
Why are brands using XR? The growing platform of Extended Reality (XR) is now become even more embraced by consumers and utilized by brands. This barrage on digital reality is a creative marketing and advertising tool used as a deep dive into a brands core. More over it is hailed as a major brand affinity builder since brands can incorporate immersive environments and experiences into display, video and games.
This approach has proven that consumers want to feel connected to the brands and products the love and even more they want experiences with new ones they are curious about.
The data being collected supports this as tests shows consumer engagement and purchase intent with branded XR content is showing the demand. The engagement and sales are there for those who can deliver a whole new type of experience. Recent research revealed that more than 60% of respondents are saying with in the next 4–5 years XR will become mainstream and part of most industries marketing and business mix.
All this activity and expansion suggests that the future of XR advertising is the consumer. In the end the XR platform draws consumers fully into a brand’s world, and this greater immersion brings greater engagement, helping to build emotional connections that motivate consumers to buy into, and buy from, brands.