We are just beginning, but the virtual reality is gaining the attention of the general public in no time. Interest in Google searches globally has almost quadrupled in the last year. What will it involve virtual reality for the future of the brand, creator, and storytellers?
The virtual reality to everyone
Once the virtual reality was something that existed only in science fiction films. Today, it has become a reality real. This is due first and foremost to the quality and the ubiquity of mobile devices. With a simple piece of cardboard, we can now use our smartphones to dive into virtual reality.
Google has distributed millions of Google Cardboard to make virtual reality available to everyone. Armed with such tools, the contents are not lacking: all YouTube videos are available in virtual reality, constituting, in fact, the largest library of VR content in the world.
Worldwide, there are many who take their first steps in the virtual reality, which always arouses more interest among the public. In the last year, Google searches related to virtual reality are almost quadrupled.
The technology has the power to change our lives, whether in the sphere of communication and in leisure time. It is just the beginning, but change is already underway, and it is time for brands and creators to understand what it means.
The promise of virtual reality
Once the films were the means of most engaging narrative, but even the best high-resolution televisions ensure a truly immersive.
Virtual reality promises what in the industry is called “presence,” i.e. the feeling of being really anywhere else. Cameras for virtual reality as Jump allow you to capture images and to offer a complete experience of a place, from any point of view. In a not too distant future, camcorders such as this will provide the possibility of extending this experience to any corner of the world.
What does all this mean for the public? It may mean a front row seat to the NBA playoffs, to a concert of Beyoncé or in a stage of La Scala. But it also means having the chance to visit the most beautiful places on earth without leaving home. It is the thing that is closest to the teleporter, offering the highest level of possible involvement.
Virtual reality is like a time machine. If we record the most exciting events of the year and then review them in 20 years, it will be almost like going back in time and have the impression to live them in person. This may be substantial world events or our private life, such as a birthday, a wedding or the first day of school. We can collect these memories in the same way we take photographs and relive those emotions in a more intense way.
For Google, Cardboard was the first step towards this future. Soon, Google platform for virtual reality Daydream will offer experiences for mobile devices even more intense and higher quality due to favorable viewers and cost. Google is also creating virtual reality mobile apps, such as Maps and YouTube; the latter is the best platform for understanding in the virtual reality bottom.
Video 360 degrees and virtual reality
The first big bet on virtual reality the search engine giant did with YouTube, with 360-degree videos. It is the video that can be watched from any angle: simply touch or move your phone or tablet without the need of a viewer. The number of 360-degree video uploads is increasing and has doubled over the past quarters.
The brands are pioneers in the use of 360-degree video to film major events or to create innovative advertising. BMW has used this technology for an ad where you see a 360-degree car race. The musical “School of Rock” has created a 360-degree music video. AT&T has simulated a car accident to raise awareness about the use of mobile driving hazards.
With the addition of depth, virtual reality is a step forward compared to the 360-degree video. Thanks to VR viewer, similar to the classic red View-Master viewer that many have used small, the images become three-dimensional, providing an even more immersive. In addition, the spatial audio allows you to hear sounds coming from all directions, as in the real world.
History is everywhere
For content creators, the 360-degree video and virtual reality offer unlimited possibilities but require a new way of thinking. With virtual reality, viewers can actively participate in and watch it anywhere on the screen.
This makes the virtual reality and video 360 degrees of very effective tools to create empathy. When a viewer feels part of the action, he becomes more aware of the reality and the messages become more effective.
YouTube, content creators are taking advantage of this medium to create a truly immersive experience in sports, news, education and fashion. Viewers can find excitement seeing the action from the cockpit of a jet of an acrobatic team.
The New York Times allows viewers to put themselves in the shoes of homeless children in different countries of the world. With virtual tours, teachers can lead students in places where there are no school buses. Fashion fans may attend the front row at fashion shows Jason Wu, Hugo Boss and Dior.
The artists create amazing works with Brush Tilt, the new app for the virtual reality that allows users to paint in three-dimensional space. This mode eliminates the flatness of the page and allows the artist to enter the drawing.