WHAT IS EXTENDED REALITY?

Extended Reality (XR) is an emerging term used to describe environments with real and virtual components and human-machine interactions generated by computer technology and wearables. As it stands today, the term XR encompasses three primary technologies:

  • Virtual Reality (VR), which is immersive (headset and goggles required)
  • Augmented Reality (AR), which is additive (think Snapchat Lenses)
  • Mixed Reality (MR), which integrates the digital and physical worlds seamlessly by utilizing elements of AR and VR technology

WHY SHOULD MARKETERS CARE?

XR provides marketers with an opportunity to create unique, innovative, and memorable interactive experiences, enabling consumers to engage with their brand and content. This is critical because engagement is one of the best indicators of conversion. An exciting XR experience will get customers talking about and sharing brand stories.

 

Marketers already understand the power of storytelling to strengthen a brand’s identity and evoke emotion. XR is a powerful medium for letting brands tell stories in rich, immersive ways. As consumers grow more comfortable using XR and the technology becomes more accessible, the channel will become easier for brands to leverage.

HOW CAN IT HELP YOUR BUSINESS?

Innovative brands are discovering that XR can make content more tangible, increasing engagement. For businesses that require consumers to see a demonstration, test, tour, or otherwise experience products for themselves before purchase, XR readily facilitates that trial in an ideal-use scenario without the limitations physical space or geography may have previously imposed.


For example, AR can help brands bridge the gap between in-store and on-line shopping experiences. With the help of technology, consumers can get a better sense of the product they’re purchasing, despite not being able to see it first-hand. Additionally, VR’s total immersion capabilities can be leveraged by brands to entertain or inform target audiences in a brand new way.

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In 2020, upwards of 845,000 weddings were canceled due to COVID-19. However, many brave couples decided their love couldn't wait, even if their friends and families couldn't be there with them to celebrate. Jared the Galleria of Jewelry stepped up to help these of couples make their dreams come true with a seamless and personalized virtual wedding platform, complete with customizable invitations, streaming, and celebrity advice and officiants. Alan Gravely, VP of Marketing and eCommerce for Signet Jewelers, took us behind the scenes and explained how the platform and campaign came together within a matter of days.

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iOS 15: Apple Pushes Consumer Privacy Further with Email Protection

Apple announced earlier this year that with the update to their operating system with iOS 14, consumers would have more control over the information that apps could track via the IDFA (we explored the effect this would have on marketers here). Now with the announcement of iOS 15, Apple is putting yet more control in the hands of consumers by extending privacy protection to email and other often-used services on all their devices.

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WHAT IS EXTENDED REALITY?

Extended Reality (XR) is an emerging term used to describe environments with real and virtual components and human-machine interactions generated by computer technology and wearables. As it stands today, the term XR encompasses three primary technologies:

  • Virtual Reality (VR), which is immersive (headset and goggles required)
  • Augmented Reality (AR), which is additive (think Snapchat Lenses)
  • Mixed Reality (MR), which integrates the digital and physical worlds seamlessly by utilizing elements of AR and VR technology

WHY SHOULD MARKETERS CARE?

XR provides marketers with an opportunity to create unique, innovative, and memorable interactive experiences, enabling consumers to engage with their brand and content. This is critical because engagement is one of the best indicators of conversion. An exciting XR experience will get customers talking about and sharing brand stories.

 

Marketers already understand the power of storytelling to strengthen a brand’s identity and evoke emotion. XR is a powerful medium for letting brands tell stories in rich, immersive ways. As consumers grow more comfortable using XR and the technology becomes more accessible, the channel will become easier for brands to leverage.

HOW CAN IT HELP YOUR BUSINESS?

Innovative brands are discovering that XR can make content more tangible, increasing engagement. For businesses that require consumers to see a demonstration, test, tour, or otherwise experience products for themselves before purchase, XR readily facilitates that trial in an ideal-use scenario without the limitations physical space or geography may have previously imposed.


For example, AR can help brands bridge the gap between in-store and on-line shopping experiences. With the help of technology, consumers can get a better sense of the product they’re purchasing, despite not being able to see it first-hand. Additionally, VR’s total immersion capabilities can be leveraged by brands to entertain or inform target audiences in a brand new way.

“The use of both technologies is growing, but different forces drive their uptake. VR growth is being propelled by advances in hardware, including higher-quality, lower-cost headsets. AR growth is being fueled by software development and the creation of standardized platforms on which to create new applications.”

Victoria Petrock

Principal Analyst, Emerging Technology

eMarketer

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into XR? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Augmented Reality and Virtual Reality in Action at Herman Miller

ANA. July 2019

Herman Miller has been the standard in modern furniture for homes and workplaces for the past 100 years. The brand shared how and why it has incorporated virtual reality and augmented reality technology into its marketing and sales strategies.

ADT Fire Safety VR Experience

ANA. March 2020

ADT created a VR experience to highlight the dangers that its service could protect homeowners from.

La-Z-Boy: Using Technology to Drive In-Store Sales

ANA. March 2020

In this webinar, learn more about the vision and creation of the La-Z-Boy 3-D Suite which contains both augmented reality (AR) and virtual reality (VR) experiences that allow customers a myriad ways to see La-Z-Boy products in their spaces.

Download Now!

Extended Reality (XR) continues to build momentum as brands experiment with technologies that fuse the digital and physical worlds to create immersive and interactive experiences, a market worth up to $182 billion by 2025, according to Goldman Sachs Group. We gathered perspectives from marketers and experts across industries to explore the value and viability of this evolving trend.

 

This report summarizes key findings, statistics, trends, and case studies to explain how XR is transforming business and what opportunities it presents for marketers.

Victoria Petrock

Principal Analyst, Emerging Technology

eMarketer

“The use of both technologies is growing, but different forces drive their uptake. VR growth is being propelled by advances in hardware, including higher-quality, lower-cost headsets. AR growth is being fueled by software development and the creation of standardized platforms on which to create new applications.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into AR? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Augmented Reality and Virtual Reality in Action at Herman Miller

ANA. July 2019

Herman Miller has been the standard in modern furniture for homes and workplaces for the past 100 years. The brand shared how and why it has incorporated virtual reality and augmented reality technology into its marketing and sales strategies.

ADT Fire Safety VR Experience

ANA. March 2020

ADT created a VR experience to highlight the dangers that its service could protect homeowners from.

La-Z-Boy: Using Technology to Drive In-Store Sales

ANA. March 2020

In this webinar, learn more about the vision and creation of the La-Z-Boy 3-D Suite which contains both augmented reality (AR) and virtual reality (VR) experiences that allow customers a myriad ways to see La-Z-Boy products in their spaces.

Download Now!

Extended Reality (XR) continues to build momentum as brands experiment with technologies that fuse the digital and physical worlds to create immersive and interactive experiences, a market worth up to $182 billion by 2025, according to Goldman Sachs Group. We gathered perspectives from marketers and experts across industries to explore the value and viability of this evolving trend.

 

This report summarizes key findings, statistics, trends, and case studies to explain how XR is transforming business and what opportunities it presents for marketers.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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