California, Europe Brief News – Facebook owner Meta platform has confirmed that they are aiming to launch technology that enables them to merge the virtual and physical world together.
It is just another effort from the company to take Metaverse to whole another level for better consumers’ experience worldwide.
Mixed reality (MR) technology is capable enough to enable a person wearing an MR headset to use a real world object to trigger a reaction in the virtual world.
The simplest example of MR is that the person will get an opportunity through the headset to use a real world baseball bat to hit a video game character in the virtual world.
MR is among three other extended reality technologies usually associated with the metaverse. Augmented reality does exist with mobile games like Pokémon Go but that does not allow the player to affect the digital world with physical objects.
Meta scheduled a Zoom Call with multiple Advertisers to help them better understand the functioning of metaverse. One of the agency executives claimed that this was the very first roundtable discussion with agencies on Metaverse.
Some mixed reality headsets are available around the world but General consumers are yet to get their hands on them. Microsoft’s HoloLens2 which was rolled out in 2019, is being used only for the workplace.
Mixed Reality: Launch Of Project Cambria
Meta made an announcement at its annual connect conference in October saying “Meta will launch Project Cambria. It is a headset that will feature mixed reality capabilities and include face and eye tracking”.
Meta in its recent zoom call gave a briefing to Advertisers to experiment with augmented reality ads suggesting to include photo and video filters that overlay digital images onto the real world.
Meta suggests that the brand could incorporate content creators on AR ads or can use the technology for Virtual clothing try-ons.
The Agency Executive said “ The roundtable with agencies lacked the detail on what ad formats could be built for the metaverse, or what specific controls would be in place to prevent brands from appearing next to unsuitable content or actions”.
He further added that the advertisers are waiting to collect more details on how the effectiveness of ads will be accessed for metaverse programs.
