February 22, 2022
Meta has informed advertising agencies that mixed reality technology could become a reality in a few years, but the company advised advertisers to continue experimenting with augmented reality (AR) ads in the meantime.
Mixed reality (MR) technology could let someone wearing an MR headset to use a real-world object to trigger a virtual world reaction such as hitting a video game character with a real-world baseball bat.
Meta has also suggested advertisers experiment with AR ads. The AR ads include photo and video filters that blend digital images into the real world. Meta explained that brands could work with content creators on AR ads. They could also choose to use the technology to try on virtual clothing.
The prediction about the use of mixed reality was made during a Zoom call with ad agencies. It’s Meta’s first round table with agencies about everything they need to know about the metaverse.
At the meeting, however, no details were given about which ad formats could be developed for the metaverse. It also did not specify controls established that would help prevent brands from appearing alongside inappropriate content.
Various mixed reality headsets are now available, but they are not yet intended for the general consumer.
These mixed reality products include Microsoft’s HoloLens 2 introduced in 2019, and Project Cambria launched at Meta’s annual Connect conference in 2020.
For more information, read the original story in Reuters.
