American telecommunications giant Verizon has dabbled in virtual and augmented reality (VR/AR) technology for a while now. This week subsidiary Verizon Media has announced a new XR suite designed to aid the future of advertising and content utilising 5G called Verizon Media Immersive (VMI).
The online XR platform will enable partners, advertisers and Verizon Media’s portfolio of brands – which include Yahoo, HuffPost and TechCrunch – to enhance how consumers engage with their content, commerce and advertising.
Verizon Media Immersive will provide authoring tools, a content library and search and e-commerce to partners to help encourage the creation, distribution and monetization of emerging XR formats. As the platform utilises a WebXR toolset when companies create an experience with VMI end users can engage with the content directly through a browser, rather having to download a separate app.
“The launch of Verizon Media Immersive unlocks new opportunities for our partners and advertisers by providing the latest AR and VR capabilities to help them connect and engage with consumers in a more impactful and interactive way,” said Guru Gowrappan, CEO, Verizon Media in a statement. “Leveraging Verizon Media’s ecosystem, technology and Verizon’s 5G network give us the ability to create a scaled XR experience like no other.”
To demonstrate this a new 2021 Ford Mustang Mach-E experience for Autoblog was created where you can view a 3D model online, or using your smartphone’s camera place the model in the real world. It’s this kind of interactive content VMI aims to accelerate.
Advertisers will be able to benefit as they look to merge physical products with the digital world. Verizon Media Immersive’s formats work directly with the Verizon Media Ad Platform, delivering immersive campaigns across articles, search, affiliate, commerce, and branded content, whilst providing performance tracking analytics.
Verizon Media has been able to start rolling this out thanks to 5G technology being able to deliver the vast amount of data VR and AR needs.