Today, where the customer is blown away with content and information, in this age of fractured attention, brands have started focussing more on the forms of content that could target the customer’s immediate attention. Content that could capture the customer’s eye at a very granular level, by capturing their stories, their insecurities, preferences, choices, using data to extract every bit of information and creating an experience that truly immerses an audience into it. ‘Immersive’, if we talk in general, is all about surrounding the user. If we dig a little deeper, we will find that it has got more metal to it. Immersive content allows marketers to tell a story while also providing personal interaction to the audience.
In creating great immersive content, the audience is part of the story. It consists of digital technology or images designed to actively engage and creatively alter the mental state of a viewer. The involvement of the viewer is the prime objective of this type of content. Automatically, when the viewer will be served with more images, more videos and more technology, the attention span will increase by quite a few times. If we talk about certain experiences related to it, these range from video games, commercial ads, corporate events, and even amusement park rides to Virtual Reality, Augmented Reality, Mixed Reality, Alternate Reality and more.
Usually, we see that the audience is a passive part of most of the events happening around us. But here, the audience is made to utilize its own imagination that will transform the process from being passive to personal. Immersive content tries to eliminate most of the noise that a viewer is exposed to, hence retaining his or her attention almost wholly. While today, we see most of the viewers skipping the ads, in the coming years, immersive content can be a reason for people ‘demanding more advertisements’.
Importance of involving senses:
- Sensory stimulation plays a major role in memory formulation and association.
- Brand impact increased by 30% when more than one sense is engaged and by a whopping 70% when three senses are integrated into the brand message.
In future, Immersive content delivery would also involve creating realistic images, sounds, and other sensations that put you smack in the middle of a spectacular imaginary world. Imagine, you can play a virtual video game, grab your real-world water bottle, and smack an imaginary character from the game with the bottle.
Experts suggest that over 200 million virtual reality headsets will be sold by 2020. With augmented reality becoming an increasingly viable option for businesses to connect with their audience through the medium of VR, it’s fast becoming an interesting tool for brands to convey their message and get people invested.
Following the unfathomable success of Pokemon Go (an augmented reality app downloaded by 65 million users in the US last year alone), IBM is launching a new VR app in conjunction with The New York Times. This exciting new augmented reality app is inspired by the NASA themed Fox movie ‘Hidden Figures’ and will allow users to immerse themselves in a virtual museum and discover lesser-known people from history.
Immersive content delivery is to an extent, is in its infancy. As a result, this brave new world of storytelling has a huge amount of scope with many new skills to master along the way. That said, as a leader you should foster a culture of learning, giving your team the time and resources to upskill themselves and gain new knowledge to make your brand’s immersive storytelling as innovative, inventive and ahead of the pack.
– Team Leverage