— What is it and what opportunities does it provide marketers?
It seems that barely a month passes by without tech geeks raving about the next ‘big thing’ to make an impact in the digital world — and this week it’s the turn of Microsoft’s Hololens.
Described by its developers as a “mixed reality” device, the Hololens “blends 3D holographic content into your physical world, giving your holograms real-world context and scale, allowing you to interact with both digital content and the world around you”. In other words, it’s not what most assumed was another Virtual Reality (VR) headset.
VR ‘locks in’ the user’s attention, as they escape to an entirely different world of a company or brand's making, and can't see or hear anything from the outside. The ability to keep a consumer's attention in this way is doubtless hugely valuable but it doesn’t come cheap, with brands having to invest considerable resources — budget and time — to build an entire virtual world.
Augmented Reality (AR) works differently, keeping the user in the real world. HoloLens allows users to still see the real world through a screen, but with individual virtual objects laid on top — meaning that, with the background environment taken care of, brands are able to focus on these individual items. To that end, that might make AR a cheaper and more relevant option for marketers than VR.
Regardless, the range of opportunities that these new technologies offer is awe-inspiring — and, with proven expertise in the field, it’s a world that OSP can help you deliver to your audience. Give us a call or drop us an email to find out more.