New Delhi: Traditional advertising primarily attracts visual and auditory sensations, missing touch, movement and spatial awareness.
However, AR and VR fill this gap by providing multisensory experiences that include haptic feedback, 3D spatial audio, and interactive visuals.
However, Vinit Karnik, Managing Director, Content, Entertainment, Sports, Groups and GroupM, feels that there are certain challenges related to technology.
“The first factor is processing speed and low latency. The second factor is the increased affordability of AR and VR technologies,” Karnik solved.
Apart from restrictions, Karnik feels that AR and VR will change the way people consume content.
Considering the discussion, Karnik said, “I think the times will only be exciting as we pivot from 4G to 5G, as we change the whole way this (AR and VR) is consuming content. Today, India has almost 750 million smartphone users. This is why we call this transformative time in terms of experiential content. Looking at ecommerce platforms and their ecosystems. Please. From a shopping experience perspective, the concept of AI Tryon has changed the way you shop today. Now you can visit phone apps and websites to view different categories, or even what shirts and glasses are. You can also visualize what it looks like.
To number, AI Try-Ons accounts for 65% of today’s engagement on its e-commerce platform. Advances in technology pave the way for new and innovative shopping experiences that are more attractive and convenient. ”
Citing an example of how Asian Paints leads the AR and VR marketing space, Karnik said: They allow you to visualize your living room so that you can see, providing an imaginative perspective. It’s all about how technology makes this possible. ”
Addressing concerns about the cost of AR and VR devices, Karnik said: “I think AR and VR devices are available for under Rs 5,000 today. The forecast is that there are around 450 million people to use AR and VR devices for an immersive shopping experience. is.”
Going forward, Karnik believes that shopping and e-commerce platforms are important from a technology perspective, and that the real world is not far behind.
“We’ve been using the sports ecosystem a lot over the last few years. By 2025, the entire live entertainment sector is coming to life. Indian and international artists come to India to create content and experience shows. We provide. With advances in technology, AR and VR interfaces will certainly be important by 2025, especially in the entertainment sector,” says Karnik.
