Meta tells advertisers mixed reality could be a few years away

The technology, which combines the virtual and physical worlds, could become a reality for consumers in a few years, Facebook agency owner Meta Platforms Inc. told advertising agencies, giving more details about its vision of creating a metaworld.

Mixed Reality (MR) technology can allow a person wearing an MR headset to use a real-world object to provoke a virtual world reaction, such as hitting a video game character with a baseball bat in the real world. It is one of three types of augmented reality technologies that are often associated with the metaworld. Augmented reality exists with mobile games such as Pokemon Go, but players cannot influence the digital world through a physical object.

Virtual reality headsets, such as the Oculus from Meta, immerse users in a completely virtual world where they can interact with the environment. Comments from Meta were made Thursday during a Zoom call with advertising agencies that was supposed to help advertisers better understand the metaworld, said the head of the agency who attended the call.

This was the first purpose of the Round Table discussion with agencies about the metacosm. The assessment of mixed reality, which is a few years away, adds additional details to the timing of the metaworld, the futuristic idea of ​​a network of virtual worlds that can be accessed from a variety of devices, which Meta said could take decades. Some mixed reality headsets are available but not yet targeted at the general consumer.

HoloLens 2 from Microsoft, which was introduced in 2019, costs $ 3,500 and is designed for workplace use. At its annual Connect conference in October, Meta announced Project Cambria, a headset that will have mixed reality capabilities and include face and eye tracking.

The headset is expected to be released this year. Meanwhile, Meta continued to encourage advertisers to experiment with augmented reality advertising, such as photo and video filters that overlay digital images on the real world, the head of the advertising agency said. Meta’s speech at conferences in the advertising industry was repeated in the comments.

Meta said brands can collaborate with content creators in AR advertising or use technology to virtually try on clothing. The roundtable with the agencies lacked details on what advertising formats could be created for the metaworld, or what specific controls would be put in place to prevent brands from appearing next to inappropriate content or actions, the agency chief said.

Advertisers are also looking for details on how the effectiveness of advertising in the metaverse will be measured, and will be asked, “What did I get for my money?” A Meta spokesman declined to comment.

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