The technology that combines the virtual and physical worlds could start to become a reality for consumers in a few years, the owner of Facebook Meta Platforms has told advertising companies, providing more details. about its vision for the creation of the metaverse.
Mixed reality (MR) technology could allow a person wearing an MR headset to use a real-world object to trigger a virtual-world response, such as hitting a character in a video game with a baseball bat in a video game. the real world.
It is one of three types of augmented reality technology commonly associated with reverse. Augmented reality survive, with mobile games like Pokemon Go, but the player cannot influence the digital world with a physical object. Virtual reality headsets, like Meta Oculusbrings users into a fully virtual world where they can interact with the environment.
The comments from Meta came a Zoom a call with ad agencies on Thursday, scheduled to help advertisers better understand the metaverse, said an executive at the agency participating in the call. It was Meta’s first roundtable discussion with agents about the metaverse.
Estimates of mixed reality coming over the next few years bring additional detail to the progress of the metaverse, the futuristic idea of a network of virtual worlds that can be accessed from other devices. each other, which Meta said could take a decade to build.
A number of mixed reality headsets are available, but not yet aimed at general consumers. Microsoft’s HoloLens 2introduced in 2019, retails for $3,500 (approximately Rs. 2.61 lakh) and is designed for use in the workplace.
At its annual Connect conference in October, Meta announced The Cambrian Project, a headset that will have mixed reality capabilities and include face and eye tracking. The headphones are expected to launch this year.
In the meantime, Meta continues to advise advertisers to experiment with augmented reality ads, such as photo and video filters to overlay digital images over the real world, ad agency executives said. report said. The comments echo Meta’s touts at advertising industry conferences.
Meta says brands can partner with content creators on AR ads or use the technology to try on virtual clothing.
Roundtables with agencies lacked details on what ad formats could be built for the metaverse or what specific controls would be put in place to prevent brands from appearing alongside content or behavior. inappropriate action, the agency’s executive said.
Advertisers are also looking for insights on how to measure ad performance in the metaverse and will ask “what did I get for my money?” said the executive director.
A spokesperson for Meta declined to comment.
© Thomson Reuters 2022
