This document defines and compares various virtual, augmented, and mixed reality technologies as well as key marketing concepts like brand reach, user engagement, storytelling, and story living. It provides definitions for 360 video, web VR, augmented reality, mixed reality, and virtual reality. It also maps these technologies based on their potential for brand reach (mass vs niche audiences) and level of user engagement (storytelling vs story living experiences). Finally, it outlines how media is evolving from 2D storytelling to 3D immersive storyliving experiences using these new technologies.

1. BrandReach
User Engagement
NicheMass
BRAND REACH & USER ENGAGEMENT
Story LivingStory Telling
Rori DuBoff @roriduboff | HAVAS June 2016 *Mapping is for illustrative purposes, not finite.
GLOSSARY OF TERMS
VIRTUAL, AUGMENTED & MIXED REALITY
GLOSSARY OF TERMS
360 video
(cinematic
VR)
360 panoramic displays of images,
video, animations. Accessible via
Facebook, YouTube, Google
Cardboard & many other web
platforms.
Web VR
3D rendering of virtual objects &
spaces generated via browser-based
programming.
Augmented
Reality (AR)
An added layer of digital content
super-imposed onto the real world,
accessible via mobile apps or
devices such as Google Glass.
Mixed Reality
(MR)
aka
advanced AR
The blending of real & virtual worlds
(physical & digital) to generate hybrid
realities (3D holograms & digital
lightfield signals), accessible via
Micro-soft Hololens & Magic Leap.
Virtual Reality
(VR)
3D computer simulated interactive
environments, that create the
sensation of being physically present
within a multi dimensional, alternate
universe, via head mounted displays
such as Oculus, HTC Vive.
Social VR
Shared virtual reality spaces that
enable real-time
communications/interactions &
collaboration with other virtual
participants (avatars)
Brand Reach
The potential population a brand can
access & target through select
media, content & technology.
Mass: mainstream user access
Niche: limited user access
User
Engagement
The level of brand interaction & user
immersion achieved through select
media, content & technology.
Story Telling: narrative that is viewed,
experienced via screens or within 2D
media.
Story Living: interactive first person
narrative experienced within 360/3D
immersive media

2. NOW
STORYTELLING
OBSERVER
VIEWING 2D SCREENS
VIRTUAL & AUGMENTED
AUTOMATION
CLICKS & LIKES
NEXT
STORYLIVING
PARTICIPANT
INSIDE 3D EXPERIENCES
MIXED REALITIES
(SYNTHETIC or HYBRID)
ARTIFICAL INTELLIGENCE
WINKS & SMILES
EVOLUTION OF MEDIA
VIRTUAL, AUGMENTED & MIXED REALITY
Rori DuBoff @roriduboff | HAVAS June 2016 .