Meta , the company that owns Facebook for advertising agencies, said technology that fuses the virtual and physical worlds could begin to become a reality for consumers within a few years, giving more details of its vision for creating metaverses.
Mixed reality technology could allow a person wearing a mixed reality headset to use an object from the real world to provoke an interaction in the virtual world, such as hitting a video game character with a real baseball bat, for example.
Mixed reality is one of three types of extended reality technologies often associated with metaverses. And there is augmented reality, with mobile games like Pokemon Go. But players cannot influence the digital world with something physical.
While VR glasses immerse users in a fully virtual world where they can interact with the environment.
The comments from Meta came on Zoom’s call with advertising agencies, which were set to help advertisers better understand Metaverse. The meeting marked the company’s first discussion with the agencies about Metaverse.
The company’s statements help provide additional details for the timeline for building Metaverse, the futuristic idea of a network of virtual worlds accessible from different devices, which the company said could take a decade.
Some mixed reality glasses are available, but they are not yet geared toward general consumers. Microsoft’s HoloLens 2, introduced in 2019, retail for $3,500 and are intended for use in the workplace.
At the annual Connect conference in October, Meta announced Project Cambria, a headset that features mixed reality capabilities and includes face and eye tracking. It is expected to be launched this year.
Meta says mixed reality won’t be ready for years
Meanwhile, the company continued to advise advertisers to try out augmented reality ads. Like photo and video filters that overlay digital photos in the real world.
Meta said brands could partner with content makers on augmented reality ads or use technology to try on virtual clothes.
The meeting with the agencies lacked details about the ad formats that could be built for metaverses. or what specific controls may be in place to prevent brands from appearing with inappropriate content or actions.
Advertisers are also looking for details of how they measure the effectiveness of Metaverse ads. And they ask what benefits they get for the money spent.
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