VR and AR gaze tracking. Marketers will LOVE this new ability!
For each cool thing technological advance, it seems that we loose a bit of privacy. We give up more data about who we are, what we like, and where we look in exchange for customized advertising.
There’s a new weapon in the marketers arsenal now. Thanks to the methods of creating Virtual and Augmented realities. Heat Map tracking. Since the devices are motioning your head or hand’s motion it very accurately knows what area of the video frames had best impact on YOU.
Typically, the starting location gets the most viewing. It is directly in front of you and most people are seated during 360 video experiences. (swivel chairs for vr content have not caught on yet) YouTube reports that 80% of viewing takes place in the 120 degree field of view directly in front of you.
but that ‘s not to say that if the action moves to one side that the viewer wont stretch and crane their neck to look…. they will.
for example this puppy video
or the woman in red in ….
I’m eager to see the Heat map tracking feature applied to google streetview 360 photos as well. This will provide amazing opportunities for brands to start tracking real time metrics for user engagement in Google Earth’s VR metaverse. (the DigiEarth)
Very exciting times ahead. I’m eager to see what comes next as the new devices track more and more of your personal behaviors.
Here’s where it might end up in 5 years time!
in the news:
