Navigating OOH in Virtual Reality: Blurring the Lines between Real and Virtual Advertising

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Have you ever wondered what it would be like if the streets themselves became advertising canvases? With the rise of virtual reality, OOH advertising is shedding its physical constraints, allowing brands to unleash their creativity and transform our surroundings into interactive, virtual wonderlands. Augmented and virtual reality are intriguing technologies that can improve our relationship with the physical world. Augmented and virtual reality, on their own, are used to overlay digital information on top of the physical environment we see around us.

The concept of mixed reality arose from the merger of augmented reality (AR) and virtual reality (VR), which is more immersive from the user's perspective. To augment or enrich a user's experience, mixed reality combines created pictures with existing real-world objects. However, when paired with AI, this technology has the potential to be far more transformational.

A smartphone can now provide commuters with accurate train schedules or even flight details. Virtual mirrors are now available to help customers 'wear' clothes they want to buy. Analysts may now use consumer data to determine client preferences, while available data blurs the line between the virtual and the real. Customers can meet individuals in the virtual world, order goods while waiting for trains, and have them delivered to their homes before they arrive!

This trend is only going to get better, with wearable technology already being used to improve our lives. Here is a list of IT-enabled innovations that will employ open data in the next months to blend the virtual and actual worlds.

1.???Samsung's transparent OLED screens that merge the virtual and real

Worlds :

It is general known that Samsung is a global powerhouse in the creation and marketing of consumer electronics. This time, Samsung intends to boost the ante by releasing transparent OLED screens capable of projecting believable digital graphics into the real world. Various news outlets, including this one, reported that Samsung is well on its way to developing displays powered by technology that can detect a person's presence and modify visuals based on their actual location.

Consider a typical department store window outfitted with Samsung's transparent displays to see this technology in action. A customer passing by would be able to see digital images on the transparent displays from almost any angle. Because this technology may be employed in "try before you buy" settings, a window shopper can go behind the display and see different clothes as if they had tried it on themselves, the possibilities are truly limitless.

Is it wishful thinking? Not at all. Samsung has already released its flagship LED square displays, primarily for the B2B display market.

Aside from that, it was revealed that Samsung had filed a patent for a flagship camera with a transparent display. According to the Wall Street Journal, a patent application has been filed with the Korean Intellectual Property Rights Information Service for what appears to be a set of new digital cameras with transparent screens.

2.???AR TV :

We are all aware that technology can be used to improve customer happiness in a variety of ways, but Augmented Reality (AR) takes this to the next level by allowing customers to see how actual things will look in the comfort of their own home. Not only may a higher degree of satisfaction be obtained, but AR has the potential to transform the way products and services are promoted globally.

Using the wonders of augmented reality to blur the barriers between the virtual and physical worlds, a digital start-up See Space developed the In AIR augmented television gadget. When used in conjunction with a television, the In AIR gadget creates layers within the TV screen, and when 3D mode is enabled, viewers can alter the information and elements displayed. This might potentially revolutionise advertising and marketing by delivering relevant and targeted information to the proper viewers and allowing them to modify layers of data Minority Report.

3.???Leap Motion, which alters the way people move :

Leap Motion, a San Francisco-based gaming firm, earned news after developing 3D motion sensor technology that records an individual's natural hand movements as well as its tendons to one hundredth of a millimetre. Users can utilise this little gadget to browse the web, draw, paint, play games, and engage in virtually any computer interaction they wish.

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4.???Introducing communication and translation into augmented reality :

Natural language processing and translation capabilities are another application of AI with augmented reality. In 2010, Quest Visual released Word Lens, a groundbreaking application that allowed users to point their cameras at signs in multiple languages and digitally translate them not just into the desired language, but also with the appropriate typeface and images.

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The system integrated AR and AI elements, such as machine translation and a generative adversarial network, to generate pictures that corresponded to the translation. Google purchased Quest Visual in 2014, and the technology is now part of the Google Translate programme.

There are other AR and mixed reality applications that benefit from AI's vast set of skills. Fully immersive VR headsets make advantage of AI capabilities to deliver conversational interfaces from voice assistants as well as chat-based dialogues while speaking to the device. This eliminates the need for users to type on a keyboard while wearing a VR device on their head. Indeed, conversational systems are likely to be the only means to enable this type of engagement with fully immersive gadgets.

Other AR systems are addressing digital health and virtual surgery. AI is enhancing these systems by adding support for pattern recognition, picture and object recognition, and features of autonomous control, allowing a surgeon or healthcare practitioner to focus on other aspects of therapy. In these scenarios, AI and mixed reality are not only adding value but also potentially saving lives by reducing the likelihood of error due to exhaustion.

Finally, At Outlook Media India we are totally committed to the transformative potential of navigating out-of-home (OOH) advertising in virtual reality (VR). We are committed to assisting our customers in leveraging the power of virtual reality by delivering creative solutions and strategic assistance, resulting in immersive and engaging brand experiences that blur the lines between the real and virtual worlds. Outlook Media India is at the forefront of adapting to this new frontier and assisting our clients in thriving in the ever-changing advertising scene, with an emphasis on personalization, seamless integration, and responsible advertising practises.