Meta tells advertisers mixed reality is still a few years away

Deepak Gupta
Deepak Gupta February 19, 2022
Updated 2022/02/19 at 5:59 AM

Technology that blends the virtual and physical worlds could start to become a reality for consumers in a few years, Facebook owner Meta Platforms told advertising agencies, giving more details of its vision for creating the metaverse.

Mixed reality (MR) technology can allow a person 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, for example. example.

It is one of three types of extended reality technologies often associated with the metaverse. Augmented reality exists, with mobile games like Pokemon Go, but players cannot affect the digital world with a physical object. Virtual reality headsets like the Oculus from Meta immerse users in a fully virtual world where they can interact with their surroundings.

Meta’s comments came in a Zoom call with ad agencies on Thursday, timed to help advertisers better understand the metaverse, an agency executive who participated in the call said. It was Meta’s first roundtable with agencies on the metaverse.

The mixed reality estimate a few years from now brings additional detail to the metaverse construction timeline, the futuristic idea of ​​a network of virtual worlds that can be accessed from different devices, which Meta said could take a decade to complete. ramp up.

Some mixed reality headsets are available, but they are not yet aimed at general consumers. Microsoft’s HoloLens 2, released in 2019, retails for US$3,500 (approximately Rs. 2.61 lakh) and is intended for use in the workplace.

At its annual Connect conference in October, Meta announced Project Cambria, a headset that will feature mixed reality capabilities and include face and eye tracking. The headset is expected to launch this year.

Meanwhile, Meta continued advising advertisers to try augmented reality ads, such as photo and video filters that overlay digital images onto the real world, the ad agency executive said. The comments reiterated Meta’s speech at advertising industry conferences.

Meta said brands can partner with content creators on AR ads or use the technology for virtual fittings.

The roundtable with the agencies did not have details on what ad formats could be built for the metaverse, or what specific controls would be put in place to prevent brands from appearing alongside inappropriate content or actions, the agency executive said.

Advertisers are also looking for details on how the effectiveness of ads in the metaverse will be measured and will ask “what did I get for my money?” said the executive.

A spokesperson for Meta declined to comment.

© Thomson Reuters 2022

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