Home Opinions Why the next generation of content is immersive

Why the next generation of content is immersive

Zeda Stone, VP & Head of RYOT
image1 (9K)
Share on

Immersive experiences are transforming the future of content consumption and creation. But while audiences have access to more content than ever before, stale advertisements and video formats often leave them unsatisfied. With emerging technologies like 5G and AR/VR on the rise, this next generation of video is enabling brands to engage with viewers through interactive moments. From commerce, to news, to entertainment, brands across industries have an opportunity to create video that drives stronger customer loyalty and take the audience from passive to active participant.


Shop (video) ’til you drop

Great content shouldn’t be interrupted, even for an incredible buy. When a consumer spots a desirable purchase in a shoppable video, the conversion process is filled with friction—from pausing the content and opening a new tab, to hitting “buy” in a separate web page.

One way to reshape engagement in this industry is through interactive AR capabilities that make shopping experiences smoother, by allowing shoppers to virtually sample products or see items in-use before purchasing. Interactive content that allows consumers to make purchases seamlessly whether directly from a video or shoppable pop-up ad without distracting from the experience will ultimately drive deeper loyalty by prioritising convenience and customer experience.

Interactive technology also reduces the friction around many purchasing decisions. Brands are already tapping into AR to allow users to virtually sample products and see items in-use to help them determine their purchase. This capability is just the beginning of shopping tech. From new outfits to living room furniture, 5G will enable the complete shopper journey to exist within an AR experience. As more retailers experiment with interactive video, this medium will become a viable way to connect with customers and convert browsing into buying.


“You had to be there.” With AR and VR, now you can

Beyond the shopping world, interactive video has the power to give audiences a closer look at society’s most impactful moments. Emerging technologies like AR and VR enable consumers to experience current events in what feels like a first-hand experience. With 5G-powered innovations, storytellers can now create immersive, location-based content at scale that transforms how people keep themselves informed.

5G also reduces latency, making it easier to integrate extended reality into content. The result is a new era of storytelling that empowers audiences to think more critically about the world. With AR, viewers can enter simulations of a social scenario to amplify discussions around cultural issues. And with VR, they can go back in time and relive historical events that shaped our worldview.

These types of immersive experiences are particularly important in today’s desensitised age of content overload. With new information being thrown in our faces at every turn, immersive and interactive news productions help us build empathy and more deeply understand the events that will shape history.


Every shot for every fan

While immersive storytelling brings people closer together, the entertainment industry also has a massive opportunity to give viewers and fans the experience of a lifetime. Streaming services are already producing choose-your-own-adventure content, but the increased bandwidth afforded by 5G allows audiences to watch their favourite events with unprecedented access and intimacy. Sports franchises have begun experimenting with real-time VR courtside seats, while music fans can virtually rock out on stage next to their favourite band or with a 360º view of the concert. This level of interactivity puts more control into consumers’ hands, making each video a personalised viewing experience that contains only the most perfect shots.

Interactive technology will also open up a whole new realm of possibilities for content creators. Sophisticated VR integrations can render interactive movie sets, or even capture an actor’s movements and digitally place them into real-time content without lag. For content creators and movie production teams alike, the strength of 5G will power seamless interactions between live-action and computer-generated performances.

Combine that technology with next-gen VR experiences for viewers, and you have an entirely new iteration of the media industry. As 5G, AR, and VR continue to power more of the video landscape, “viewing” will only be a small part of the content experience. From seamless shopping platforms, to empathy-building immersive journalism, to live-action AR/VR integrations, interactivity is driving the next generation of video.

Share on