"As the market grows increasingly saturated with traditional digital content, brands are exploring new ways to stand out by engaging more than just sight and sound. Advances in augmented reality (AR), virtual reality (VR), spatial audio and other immersive technologies are opening the door to richer, more memorable brand experiences that feel interactive rather than interruptive. The challenge is knowing how to experiment thoughtfully and how to use these tools to deepen connection without novelty overshadowing their purpose."
"Replace one traditional touchpoint with one immersive layer. Swap brochures for VR demos. Replace flat videos with AR product walkthroughs. When customers experience value instead of reading about it, engagement rises instantly. Immersion works best when it makes real-world interactions more vivid, not when it feels like a tech gimmick. - Anand Sankara Narayanan, Finance House Group 3. Pair AR/VR With The Product's Core Value One effective way is to pair AR, VR or spatial audio directly with the product's core value."
Brands are adopting AR, VR, spatial audio and other immersive technologies to engage senses beyond sight and sound and create interactive, memorable experiences. AR graphics and overlays can enrich live presentations by displaying 3D elements and real-time data alongside presenters to deepen message resonance. Replacing a traditional touchpoint with an immersive one—such as swapping brochures for VR demos or flat videos for AR product walkthroughs—lets customers experience product value directly and boosts engagement. Pairing immersive layers with a product's core value amplifies emotional connection and practical utility. Thoughtful experimentation should prioritize purpose over novelty to avoid gimmicky executions.
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