I recently discovered that Google has released an interesting virtual reality platform called Tilt Brush, allowing users to create artwork live in 3D in physical space, and share 3D and 4D versions of their work, replaying the creation of the artwork before the viewer's eyes, super-imposed on the real world. Although we may have a long way to go before we see widespread adoption of the headsets needed to bring virtual reality mainstream, there are subtle signals that both Google and Apple are looking to incorporate more mixed reality capabilities into their devices over time.
As reported in the tech blog 9 to 5 Google, the Pixel 4's Google Assistant has an interesting feature where users can simply raise their devices in physical space to begin a dialog with the assistant, introducing natural 3D gestures as a new way of interacting with Google's extensive search capabilities.
https://9to5google.com/2019/10/05/pixel-4-assistant-raise/
Similarly, Apple is rumored to have a large scale augmented and virtual reality project underway, possibly involving an AR/VR headset and smart glasses.
https://www.macrumors.com/roundup/apple-glasses/
Such advances would open up a whole new realm of opportunity for digital marketers with advances in the new media form, along with possibilities to inspire new audiences with creative campaigns that target audiences can view in 3D space. Imagining the billboards of the future, marketers could experiment with the new media form to reach audiences with digital mixed reality ads interleaved through daily life - in the subway, at bus stops and at airports. Advertisers could bid on "screen" real estate in bustling intersections in real time, displaying novel 3D ads visible to anyone equipped with AR-enabled devices such as smart contact lenses or glasses. Looking at it this way, we could be at just the beginning of a new transformation in the way we experience product marketing in the digital age.
https://www.marketwatch.com/press-release/smart-contact-lenses-market-2018-to-2023-outlook-samsung-sony-alcon-google-sensimed-sa-etc-players-counting-72-bn-in-terms-of-revenue-2018-08-14
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