Content that mobilises
Previously in the week there was a discussion around the emotional connection VR has with users due to people being immersed in the environment. Today was the first time the discussion moved towards driving a transaction. When people were shown video of a disaster in Katmandu users would be driven to tears and ask what they can do to help. Driving exponential donations. The added power and emotion delivered on a business goal.
For younger audiences VR/AR is starting to be viewed as a shared experience, no longer a party of one. This will continue to improve as we move from 360vsVRvsARvsMR mindset towards a plus plus mindset that all aspects are used to create immersive interactive environments.
A huge challenge VR has is its lack of user experience that is browsers ready. There is still a large opportunity to lose people as they navigate through content, a “that was cool” one time use mindset. This will rapidly change with companies like Oath (Now the largest media company globally) getting behind content. Oath and Hulu are teaming up for a “choose your own adventure” VR film titled “Door number 1”.
One of Elon Musk’s latest projects it creating a “Brain Machine” interface in which humans will be able to controlling machines with our mind, communicating with them. This currently exists with 100 neurons in the brain that can do a few simple task, however Musk is pushing for 1 million neurons in the near future.
Machines are functioning at a level of Artificial Narrow Intelligence so well this level is generally dismissed in discussions arounds AI. Machines are rapidly approaching Artificial General Intelligence or “Human level” intellect with Artificial Super Intelligence or “God in a box” in the not too distant future.
With technology rapidly changing immersive tech it's getting lighter, faster, and cheaper with more processing. Which means we are going to continue to have more places to watch content and more content to watch as the ability to create it becomes more accessible and transportable.
With big players pushing the interfacing brands will have the ability to interact with users on a transactional basis. An example shared was how Clorax raised money to help provide clean water through VR – users had the ability to look at a bucket of water and could make a donation through their phone’s synced wallet. Once a truly intuitive interface has been create users could explore stores and purchases items without ever leaving the VR experience.
“Right now we take part in a second world through our tiny screens, in the near future we will live in those worlds” - Tim Urban - TeadsTv.
“I know more people who own VR companies than own a VR headset” – Bryn Mooser, CEO and Co-founder RYOT
“We didn’t go content first but purpose first.” – Thalia Mavros, CEO and Founder – Front
“Not about mobile content but its about content that mobilizes.” – Thalia Mavros, CEO and Founder – Front
“People who experience VR categories what they are seeing as memories that they experienced” Thalia Mavros, CEO and Founder – Front
Written by Paul Linley