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The world is not flat, so why should the web be any different? New technology might just change marketing and PR — again.

by Jerry “Doctor Spin” Silver // Twitter, Facebook, LinkedIn
Senior Digital Strategist // Spin Factory

It took us a while, but we figured it out:

The Earth is round, and we shouldn’t worry about falling off the edge.

The web, however, has been flat since the start. Sure, most of us remember the debacle that was Second Life, the game-like world with pornographic avatars, that didn’t quite take.

And in gaming, we’ve been enjoying 3D experiences (“Damn, that’s the second time those alien bastards shot up my ride!”) for decades.

And so finally, after a fair share of false starts, the digital world is about to shift from 2D to 3D. So buckle up Dorothy; it’s time to kiss Kansas goodbye and go explore this magical new world.

Let’s begin in Tony Stark’s garage:

How to Solve the Hologram’s Biggest Problem

In Marvel’s blockbuster movie Iron Man, lead character Tony Stark, portrayed by Robert Downey Jr., often interacts with his AI computer Jarvis. When working on his power suit in his garage, Stark often interacts with a holographic computer interface, a popular feature recurring in all Iron Man movies.

We know how to project holographic images; just think of projected concerts by the late Michael Jackson1 and Tupac Shakur2, as well as the Japanese anime character, Hatsune Miku3.

However, the challenge with holographic projection is that the technology requires projectors from multiple locations and good lighting conditions.

Could anyone create a consumer-viable product, using multiple projectors locations, without making it too complex and expensive to set up and use?

Well, as it turns out, that was the wrong question to ask. There is a way to interact with holograms without having to use projectors:

Augmentation technology.

The Idea: “Let’s Make See-Through Glasses!”

Augmentation isn’t a new idea, though. Many downloaded and played around with the app Layar4, through which you could see a layer of digital content on top of the physical world. Augmentation was also something Google took a stab at with their Google Glass project, but only by using a small viewfinder in the upper corner of the user’s visual field.

The hyped Silicon Valley startup Meta Vision found a solution:

By creating see-through goggles, the interactive 3D user interface (the “augmented reality”), only had to exist in front of the user’s eyes. You can still interact with other users within the same holographic universe, just as long as your goggles are running the same program in sync.

The “see-through” part is critical to this development since VR (virtual reality) goggles, which by nature are not see-through, are already commercialized and used mainly for gaming purposes.

And full-view augmentation isn’t Meta’s only secret weapon:

Using 3D visual recognition software, the AR goggles can recognize your hands without any extra devices or sensors. It allows the user to interact with the augmented layer, much the same way Tony Stark, in his garage, can interact with his holographic interface.

There’s No Shortage of Use Cases

Second Life, holographic projection, Layar, and Google Glass, hasn’t been commercially useful. Will full-view augmentation be useful enough?

Two arguments suggests it will:

1. Size and prize. Applying Moore’s Law5, we can expect AR goggles to shrink down to the size of a pair of Ray-Ban’s. This is tough for VR goggles to compete with since VR technology requires your visual field to be completely enclosed.

2. Use cases. The list of potential and practical uses of a pair of AR goggles are seemingly endless. A few examples:

Assisting professionals. Surgeons could have X-ray vision if the patient’s body has been scanned before the operation. Real estate agents could show listings to prospects without visiting it physically. Soldiers could be able to see around corners. Why not walk around in your living room and experiencing how various interior designers would choose to decorate it?

Immersive classroom experiences. Teachers could, together with their students, interact across vast distances and work on practical projects together. Even the whole idea of collaborative meetings could be disrupted, changing how we interact socially and professionally across the web.

AI instructors. Imagine having a virtual PT with you in the gym, always analyzing your form, monitoring your vitals, and giving you feedback. These types of companionships could be commercialized across great many service areas. Why don’t let a local celebrity avatar guide you to your destination instead of using a map?

360 storytelling. Looking at the Game of Thrones 360 intro trailer, it gives us a hint of how to experience entertainment in the near future. And Facebook has already deployed 360 videos on their platform. Will we even distinguish between movies and games in the future?

No more screens. Imagine not needing a screen on your desktop, only a keyboard, a mouse, and a pair of AR goggles. Then imagine not needing a television in your home. Screen size and location becomes arbitrary and more a question of mood and personal preference.

Immersive marketing. When buying clothes online, just put on your AR goggles, stand in front of a mirror, and then swirl to get an accurate 3D rendering of your body shape. Now you can see how various sizes will fit you before you buy.

It’s safe to say that we can only begin to imagine the various types of use cases we’ll see emerge from AR technology as a commercially available platform. And marketing will need to change, again.

AR + VR + 360 = Mixed Reality = Immersive Marketing

If the web today is flat, but it won’t stay that way for long; how could we prepare for a holographic web as marketers?

Even if technological advancements are moving forward at a faster and faster pace, it still takes trial and error for entrepreneurs, engineers and software developers to develop market-viable products. And then it still takes time for consumers to adapt. At this point, there will be time for us to experiment as these technologies become more readily available.

However:

As marketers, we’re still struggling with how to conquer the flat web. We often think of the online space as a large print magazine. We still talk about pages, even.

What we can do now, is to start figuring out immersive marketing, meaning this: How can we start to create online experiences for all senses?

Notes:

  1. See Michael Jackson’s video here.
  2. See Tupac Shakur’s video here.
  3. See one of Hatsune Miku’s videos here.
  4. It seems like the app Layar is still around. Is anyone still using it?
  5. “Moore’s law” is the observation that, over the history of computing hardware, the number of transistors in a dense integrated circuit has doubled approximately every two years.

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Behind the keyboard:

Jerry Silver is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.


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