What is immersive media? | 6 Examples from different industries

Exploring another world. It is possible with immersive media. By using images, sound, and other stimuli, you can let yourself go completely into another world. Virtual reality is becoming a growing concept. You've probably come across it without realizing it.

Immersive media is still widely used within the world of entertainment. Several theme parks and museums are already using it. It will also play an increasingly important role in the commercial and medical world. Training becomes three-dimensional and it offers other opportunities within education. Utilizing a 3D world, a three-dimensional imaginary world is created instinctively. And recently, Mark Zuckerberg announced that Facebook wants to become 'a metaverse company'. Bringing immersive media such as VR technology into our own houses is still a big step for many private consumers. This is understandable because it is expensive and not always easy to use. But that will change...

Immersive media comes in different forms:

Virtual reality (VR) simulates an environment via a computer to immerse a user through various senses in a virtual 3D experience. For example, virtual reality glasses replace visible reality with computer-generated images.

Augmented reality (AR) does not require the use of a headset, glasses, or other additional equipment. It uses your device to combine digital content with the real world. By chance, you will use it already regularly without really knowing. You can classify a Snapchat lens underneath the term augmented reality.

Mixed Reality (MR) combines elements of both AR and VR where physical and digital objects coexist and interact in real-time. It allows the user to interact with combined virtual and real objects. Augmented Reality mainly shows 3D models on a screen, Mixed Reality will display 100% digital objects in the real world that users can interact with. Think of a hologram.

Extended reality (XR) plays an increasingly prominent role in various sectors and offers benefits in training, collaborations, and marketing. The term refers to all real and virtual combined environments and human-machine interactions, so VR, AR, and MR together. Large-scale visualizations and vivid continuous representations of designs and structures are possible. For example, online sales allow consumers to experience and visualize goods before making a physical purchase.

The bottom line is that with immersive media, you can deliver cutting-edge content and interactive experiences. We wrote down six of these interactive experiences within different industries: Marketing, Retail, Healthcare, Education, Art & Entertainment, and Automotive.

1. Marketing

If we talk about online marketing, advertisements are a very important part. For example, immersive advertising uses sensory input from mobile phones. The immersive ad can react to these device movements. This makes it hugely effective for mobile advertising. Because the ad is interactive, it improves the ad experience among the viewer. In addition to immersive ads, larger implementations of immersive ads can be provided through web apps. The ad directs the consumer to a web app (IWA). It works like a landing page that targets people who are already deep in their purchase.

Experiential marketing is a common implementation of immersive technology in corporate life. For instance, interactive stands at trade fairs, department stores, or sports events where you can try virtual reality experiences. For example a 360-degree video. This can be used to promote an event or specific product.

2. Retail

What is often missing while shopping online is that you do not know how glasses look on you and whether the sofa you have in mind will fit in your living room. Before you pay, AR tools make it possible to try on your chosen glasses online before checkout. Various virtual reality solutions are already being used to turn online webshops into smart digital retailers. Immersive technology is giving a new meaning to online shopping. More stores are using AR apps and virtual reality to create virtual showrooms for consumers. This technology, therefore, reduces the chance of many returns.

3. Healthcare

Immersive technology has been playing a major role in healthcare for a long time. Operational simulations made it possible for medical students and surgeons to practice everything as often as possible. 3D and virtual reality technology is also used to distract patients from their pain during treatments.

4. Education

As written down earlier, immersive technology is used for education. In addition to the healthcare sector, the general education sector also benefits from this increased interest in AR. Real-life situations are simulated to take students to places that are difficult or impossible to perceive with our own eyes. Scientific concepts are imitated. For example, students can walk through human veins or take a tour of a beehive to gain more insight into nature.

Scientific concepts can be brought to life with augmented reality. We can now use augmented reality to create a tornado and then bring the funnel directly into the classroom so students can experience this up close. Or students can take an AR tour in a beehive to see its inner workings and discover how the bees work together. Using mixed reality now students can flow through the bloodstream to discover and learn to treat the anatomy and any conditions.

5. Sports, gaming, and entertainment

Augmented Reality will have a big impact on sports in the coming few years. Not only athletes will benefit, but also fans, media, and amateurs will experience real changes. You can think of in-stadium experiences to get the feeling that you are physically there from home. Another example is sports betting where you can 'click' on a player to immediately view data (like number of goals scored, minutes played, ball possession, etc.) and other important stats before placing a bid.

What has been using this immersive technology for a long time is the game industry. It has contributed to the launch of Playstation VR and, for example, Pokemon Go. Also, VR arcades are becoming more and more common these days.

6. Automotive

The automotive sector is changing rapidly. This market is forced to innovate. Prototypes can be made and tested faster. Vehicles are viewed in 3D, but 3D printing also contributes to an accelerated process. Also, collaboration can take place from multiple locations. When people meet in a virtual environment, time can be saved here too. VR is also widely used for staff training. Or what about a virtual showroom or VR test drive. VR makes it possible to simulate complex actions in combination with specially developed applications.

We can say that immersive technology will mean a lot for our future. In time, this technology will be available in many ways and on a larger scale. It opens up a world of possibilities. Don't take this technology for granted. Use it to your advantage.