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| Meta shows that mixed reality is still a long way off |
Meta, which owns Facebook for ad agencies, said technology that fuses the virtual and physical worlds could become a reality for consumers within a few years, providing more details about its vision of creating worlds.
Mixed reality technology allows anyone wearing a mixed reality headset to use real-world objects to stimulate interactions in the virtual world, such as b-hitting a video game character with a real baseball bat.
Mixed reality is one of three extended reality technologies commonly associated with the Metaverse. and augmented reality, such as mobile games like Pokemon Go. But players cannot use physical objects to influence the digital world.
The VR glasses immerse users in a fully virtual world where they can interact with the environment.
The meta-review stems from Zoom's call for ad agencies to help advertisers better understand the metaverse. The meeting marks the first time that the company has discussed Metaverse with different organizations.
The company's announcement helps provide more details about the scheme for the Metaverse, a futuristic idea of a network of virtual worlds accessible from different devices that the company says could take a decade to complete.
Some mixed reality glasses are available, but they are not yet available to the general public. Microsoft's HoloLens 2 launched in 2019 at a cost of $3,500 and are designed for use in the workplace.
At the annual Connect conference in October, Meta announced Project Cambria, a headset that delivers mixed reality and includes face and eye tracking. The start is planned for this year.
Mita says mixed reality won't be ready in a few years
In the meantime, the company continues to advise advertisers to try out augmented reality ads. Like photo and video filters that encapsulate digital photos in the real world.
Meta says brands can collaborate with content creators to create augmented reality ads or use technology to try on virtual clothes.
Meetings with agencies lacked details about what forms of advertising could be created for the Metaverse. or what specific controls may be in place to protect brands from inappropriate content or behaviour.
Advertisers are also looking for details on how they measure Metaverse ad performance. They asked what they would get for the money spent.