12 September 2019

How to leverage XR to support creative experiences and drive business growth

As Augmented Reality (AR,) Virtual Reality (VR,) and Mixed Reality (MR) have become more mainstream, we now use the term Extended Reality (XR) to capture the possibilities offered by combining these technologies. Extended reality (XR) is a term referring to all real-and-virtual combined environments and human-machine interactions generated by computer technology and wearables.
The playbook looks at the history of technology and shares Isobar’s view of the XR landscape and the opportunities that the technology has for marketers. It also discusses the role of human-insight and data to deliver XR enabled experiences and an approach to measurement.

Written by Isobar’s innovation experts across the world, including the team behind Cannes Lions award-winning Aeronaut, the playbook explains how XR is the convergence of AR, VR and MR, further accelerating the potential to create wholly new environments in combination with artificial intelligence, machine learning, haptics, biometrics, and spatial computing. It leverages the Isobar’s deep expertise in conceiving, creating and launching next-generation experiences from custom hardware to highly scalable, lower-tech solutions for the mass market.

In a recent Global survey of 1,000 CMOs and senior-level marketers on customer experience, available to download here, Isobar found that CMOs are investing heavily in creativity to deliver better customer experiences that drive business growth. Whilst 64% are already using or expect to use AR and VR in the near future, only 37% of CMOs are’ investing in Innovation’ to support the development of customer experiences next year.

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