Why Is Presence Important For Virtual Reality?

Presence is the magic of virtual reality (VR), the feeling that you’re actually in the virtual world. Presence will cause the user to suspend disbelief and believe they are in the virtual environment, reacting to stimuli as if they were in the real world. It’s the holy grail, the purpose of VR.

Constant improvement in the ability to create presence – through tech and content – will push the industry forward. To make someone genuinely believe they are experiencing another world is a powerful thing and with it comes great responsibility. As content creators, we have a duty of care to our users.

Right now it’s tough to create true presence, because for this to occur all your senses need to be convinced that you are in a new reality – this is a huge technical challenge. Currently, VR can satisfy our vision and hearing, and there are some significant developments in regards to touch, but there is still much work to do in regards to smell and taste.

Achieving a lifelike user experience in VR is now possible because of tremendous advancements in computer processing power, graphics, video and display technologies. But the tech needs to stay out of the way; it needs to be entirely inconsequential to the experience; otherwise, the spell is broken. Shattering the illusion can also be caused by hitting walls/ceilings with controllers, loss of tracking, tripping or hearing sounds unrelated to the experience, e.g., someone talking in the real world.

Content Is King

While the tech is no doubt necessary, no user is going to suspend disbelief if the experience is awful! While resolution, latency, etc. are improving, our role as content producers in creating presence is to design with an incredible attention to detail resulting in high-definition visual fidelity that creates a truly believable world.

Context

Context is also critical. The more you can relate to the VR experience and believe it (does it react in the way you expect it to?) the more you will be immersed. Ironically, you need some reality in VR. If you put someone into an abstract world, it’s going to be harder to achieve presence.

Interactivity

Adding interactivity to the experience can dial up the immersion, but it needs to give the user some form of feedback  – audio, visual or haptic – so that they feel like they are interacting with the environment. Home: A VR Spacewalk, the experience we created with the BBC, is a good example of going beyond the HMD to heighten immersion. Adding humans for interactivity doesn’t work because then you encounter the whole ‘uncanny valley’ problem.

Getting The Setup Right

The set up is also essential. You can’t expect someone to put on a headset and be immediately immersed; you have to play to the limitations of the hardware. It’s pointless trying to recreate something in VR if the hardware isn’t capable of delivering a believable experience. You are better off with a more limited set of interactions because you can do them successfully, rather than trying to do something beyond the current technology, such as realistic walking.

That’s not to say the current technology won’t improve. Hardware advances are being made all the time, with better and faster GPUs and CPUs allowing us to create and run increasingly complicated and graphics-intensive experiences. We will be able to develop not only more realistic-looking experiences but ones that we simply wouldn’t have been able to create while working on slower, less capable hardware. Furthermore, as HMDs get smaller, faster and lighter, there will be a marked difference in the ability to create presence. Untethered HMDs will significantly improve the VR experience, as will an improved field of view and higher screen resolutions.

However, until we can accurately recreate the world, create characters that behave as humans do and convince all our sense we are in an environment, we are going to struggle to achieve true presence. Until then, can strive to get as close as we can within the current constraints.

 

 

360° Video: The Future Of Content Marketing

The landscape of content marketing has changed significantly over the years. In today’s fast-paced world, video provides the flexibility and relevance that on-the-go consumers want; 360° video has taken this to a whole new level.

360° video has the potential to relay much more powerful advertising messages than linear communication which uses text, still images, and traditional video. With 360° content, consumers take the messages to heart in deeper and more long lasting ways.

“Access to VR experiences is surging. It’s getting easier to try it out, driven in large part by both VR180 and 360 formats. It’s a gateway to larger experiences.” Explained to Abigail Posner, Head of Strategy for The Zoo at Google. “People try this flavor, dive into new worlds, pique their senses, and then want to try more and more complex kinds of immersive experiences. So brands need to start playing around with the unique VR story framework, blaze new trails and truly show what they’re about to their users. It’s a new way to make a deep impression about what the brand stand for.”

Brands have a revolutionary new format to use, but does it actually drive more engagement than standard video advertising? Or is it just a passing fad that will soon make its way into the technology graveyard?

360° Advertising Is More Effective

 With most people encountering a barrage of advertising on a daily basis, it’s getting harder and harder for brands to cut through the noise. Initial experiments with 360° video have demonstrated that this format might be exactly what brands need to push through. Hong Kong Airlines found its 360° ad was 35 times more effective than the equivalent traditional ad. James Hill, a commercial director at video advert marketplace Teads, found click through rates for 360° commercials were double what they were for standard video. The adding layer of interactivity that 360° video provides is engaging and for some, there is still a novelty factor in play.

A 360° trailer for the movie Fifty Shades Darker performed ten times better than a static control advert, with viewers staying in the virtual ballroom experience for an average of two minutes. Broadway musical School of Rock launched a 360° video to promote ticket sales during the Christmas season, and it was viewed 1 million times in just three days. Thanks to this, traffic to the show’s ticketing website increased by an impressive 160%, while traffic to the show’s website increased by 550%.

Google recently conducted an in-depth study into the differences between 360° advertising and its standard video counterpart. They found that 360° advertising didn’t manage to increase an advert’s viewership, but that those who did watch were more likely to click through to see a longer version of the video. They were also more likely to share it, subscribe to the channel and view other videos by the brand. This increased level of engagement can be traced back to interactivity – viewers know a 360° video will be a better experience for them, so they stick around for longer, as they enjoy being able to control what they see. It’s no surprise that these factors lead to tangible results.

360° Advertising Can Be More Practical

In September, John Lewis became the first UK brand to advertise a homeware collection in 360 degrees on Facebook. The advert gave viewers the chance to view goods from all angles, attempting to recreating the shopping experience at home. Hilton achieved similar results when they created a 360° advertisement for a Barbados holiday, taking users closer to the destination than any brochure ever could.

The implications for 360° advertising in the travel sector are clear, particularly given its ability to transport users to locations before they actually visit it. However, there’s another even more important reason brands are making use of 360° advertising for their businesses.

John Lewis Busters Garden_1360° Advertising Positions Brands As Industry Leaders

While 360° video technology is still relatively new in the advertising space, it is important for brands with one eye on the future to get involved. Marriott was hailed as a “forward-looking and relevant brand within the travel market” after its 360° advertising campaign was launched. It is essential for any brand that wants to be seen as creative and innovative to appear as such in its advertising, as well as its products.

360° advertising can also help companies outdo their competitors in revenue. With digital ad revenue outpacing traditional ad revenue, 360° advertising will become more commonplace soon and its value will become stronger, for viewers and brands alike.

With numerous examples of how 360° video can help drive engagement, increase shareability, and position brands as industry leaders, I don’t think it’s going anywhere soon. In fact, this is just the beginning.

You can read Sol’s previous piece for VRFocus about AR’s position versus VR in 2017 here.

Will 2017 be the Year that AR Kills VR?

Although it might feel like just the blink of an eye, this month marks the one year anniversary of the release of Pokemon Go. The Augmented Reality (AR)-based phenomenon broke all records for mobile apps and managed to earn five Guinness World Records in the process, prompting many to declare it the Watershed moment for immersive technologies. Niantic is celebrating this milestone with a surprisingly low-key in-game event, giving users a chance to augment their Pokedex with a Pikachu sporting Ash’s famous baseball cap. Fans also got the chance to enjoy a real-world Pokemon Go experience in the form of Pokemon Go Fest’ in Chicago, allowing them to access exclusive in-game content and achievements.

Before Pokemon Go burst onto the scene in July 2016, technology was mostly confined to underwhelming iPad apps and unwanted add-ons to camera software on smartphones. AR has been floating on the edges of the public consciousness for years now, but it didn’t have that ‘killer app’ to really push it over the edge into the mainstream. The various types of hardware required to produce and view high-end AR and VR experiences are generally widely available to both developers and the general public, however content really is key. Up until Pokemon Go there wasn’t an IP with enough star-power to pull in a large audience, let alone keep them! Even after a year, there are still an estimated 5 million active daily users of the app, and people are beginning to realise the power of the technology they carry in their pockets.

Snapchat sends AR viral

Several high-profile social media applications are beginning to incorporate AR into their user experience. Snapchat was the first mainstream social site to begin utilising AR to not only augment the user’s voice and appearance, but also their environment. The amusing, shareable images and videos were an instant hit, and many snaps created using the technology went viral. It didn’t take long for rivals Facebook and Instagram to launch their own versions of Snapchat’s flagship feature, in the form of AR Studio and Face Filters respectively. While this initially prompted backlash and accusations of copying from some, it’s undeniable that the more accessible AR technology is, the faster people will begin to adopt it into their daily lives. These sort of apps really could be the catalyst for mainstream adoption of immersive technologies.

Apple is shaking up the AR scene

The VR and AR industries have been waiting for an offering from Apple for some time now, especially after news broke of all the patents and hiring that was going on behind the scenes. With the release of ARKit, Apple has opened up the world of Augmented Reality development. Projects that once took boutique companies months and thousands of dollars can now be done by someone working out of their bedroom within a matter of days, if not hours. In fact, some people have predicted that this could end up killing off a whole generation of AR studios. There have already been some great examples of people using the technology, and happily these projects cover a lot of different industries; everything from gaming, to architectural visualisation, art, world-building and entertainment.

As is often the way with Apple products, the base technology in ARKit has been around for a few years. However, Apple is able to take those existing ideas and turn them into something great. The Apple brand is powerful, and lends a certain weight to new and emerging technologies. ARKit will be available on Apple devices running iOS 11, opening the platform up to a huge potential user-base. Could this be the starting point for full AR adoption?

ARKit (2)And this is the issue: members of the public who may not have a great deal of experience with higher-end technology are able to get their hands on Augmented Reality demos with minimum effort and understanding. They literally just have to reach into their pocket. In contrast, Virtual Reality (VR) can be much harder to access. The high-end fully immersive experiences usually require a high powered PC, with a complicated set-up and a large financial investment. And for some, just putting a headset on is a step too far. VR is still widely considered to be a technology that’s out of reach to everyday consumers.

Ease of use is often important for adoption of new technology, and this is an undeniable advantage that AR offers over VR. Augmented Reality is also able to incorporate social elements with ease –  just look at how Snapchat has turned it into a fully sharable experience –  whilst VR has been criticised for being isolating. Also, by losing your eyes and ears you become confined to a limited space, and while that does mean you can be fully transported to any environment, it also removes the ability to access this sort of experience on the move.

So does this mean that Augmented Reality will kill off Virtual Reality? Well, no. AR and VR are two separate mediums, and conflating the two does both a disservice. Both have their own distinct advantages, disadvantages, and will possibly end up with their own distinct user bases. VR is unparallelled for transporting users to other words, and delivering experiences that you simply wouldn’t be able to access without the technology. AR is much more user-friendly, easily accessible, and available to use anywhere and everywhere. They’re not the same thing, and that’s ok: they don’t have to be. What really matters is knowing when to use each one, and how.