A depth psychological study by concept m and Initiative Media analyses for the first time success factors for using smartwatches and VR in brand communication.
As media channels directly attached to the users, wearables have great potential, which has been largely untapped to date among both consumers and companies in various sectors. According to Euromonitor, 3.2 million people in Germany are intending to buy a smart watch in 2017, and sales of smart wearables in 2016 are estimated at 1.6 billion euro.
But what are the success factors for advertising through smartwatches and VR, and what are the recommendations for action? In short, why are these two technologies relevant and how do they impact media use?
These questions were the starting point of a current depth psychological study, involving depth psychological interviews on smartwatches and VR among digital-savvy consumers aged 220-40.
The smartwatch – self-optimisation in the digital age
Self-optimisation as the key to successful advertising on smart watches
Our study shows that smartwatches operate psychologically in the field of self-optimisation, where they have specific functions. A smartwatch promises motivation to incorporate “optimisation” centrally into various facets of life in two ways, as “superego” on your wrist and as gatekeeper of your daily flood of information.
concept m und Initiative Media recommend developing concepts which are fundamental to and integrated as accurately as possible into the respective patterns and motives of smartwatch use. Grouped in three modules, this means:
Virtual reality – an advertising channel without options or desire for reactance
Virtual reality blurs the boundaries of advertising
The study shows that VR is potentially an advertising channel which leaves the recipient without options or desire for reactance. This provides enormous potential for lasting brand experiences, not only for luxury brands but also for brands in the FMCG or e-commerce sectors.
Direct and complete integration in events leads to so-called “total involvement” of the consumer. As a result, advertising clips are barely perceived as such, appearing instead as generous offers of the producers to participate in certain experiences. With the help of VR clips, users or recipients are largely liberated from their corporeal reality , finding themselves in a virtual world that is realistic almost to the point of a new sense of physical reality.
To operate successfully with the new advertising medium of VR and reach the recipient communicatively, there are three rules for designing of advertising content.
The study was presented in detail in the December 2016 issue of the magazine “Absatzwirtschaft”. For further information, contact firstname.lastname@example.org