How technologies create the marketing of the future: from VR porn to AR-Society

VR porn
How technologies create the marketing of the future: between VR porn and AR Society

About the expert: Natalia Solodukhova, co-founder and president of the Buzzoole advertising platform.

Wether is VR porn, AR porn, AR, VR, today, the main driver of the Digital Marketing market is artificial intelligence, and the thing seems growing really fast…

Part of the technology based on it is already demonstrating explosive development. But there are less obvious directions that in the horizon of several years can completely change the usual course of things.

Video Face Swap

The adaptation of video content for different geographies and target audiences is often a long and very expensive process.

We have to relieve parts of the video with other actors and even pexhs of goods.

These costs can now be significantly reduced thanks to solutions like Reface, which allows you to replace people’s faces in the video.

Snapshat and Picsart are working on improving similar products.

Industry 4.0 
Dipfac: misinformation or step into the future? Such technologies will push the growth of the popularity of DCO (dynamic optimization of creatives) for video.

Advertisers will be able to create an unlimited number of video readings aimed at any audience.

As a result, users with various preferences, different ages, sex and sexual orientation will demonstrate different advertising of the same product.

According to Statista, global expenses for digital marketing in 2021 will grow by 17% to $ 389 billion, and by 2024 to $ 524 billion.

Augmented reality

AR technology meets the needs of a young audience, and the pace of its development is growing rapidly.

According to Emarketer estimates, by 2022, 25% of the US population will use augmented reality at least once a month, while virtual – only 15.7%.

How AR will change advertising:

1 Distribution of AR-cocutes.

New media begin to adapt under the influence of technology, including augmented reality. So, AR is the basis of the Octi social network, creating an unusual experience for users.

You can bring a smartphone with an open application of Octi on a real person and interact with it through the icons and buttons of added reality.

For example, to view it with a news arc and make posts or see a “ring” around a person from the icons of his active accounts in other social media.

The application also allows you to shoot a short video in the Tiktok format with an imposition on the user of interactive AR filters and special effects.

With the growth of the audience in Octi, new AR influensers will appear, which will create opportunities for collaboration, for example, with virtual clothing manufacturers, like Fabricant.

2 Monetization AR-fitting.

Solutions similar to Wanna, with which Farfetch collaborates, allow customers of online stores to virtually try on clothes.

Snap also implemented a solution to virtual fitting the framework of Lens Studio technology, which uses three -dimensional body nets and voice control.

Using a camera on a smartphone, it is proposed to scan your clothes, receive on the basis of appearance analysis and try on offers from hundreds of brands.

In combination with Programmatic technologies, which are now actively introduced by such large online retailers as ASOS or Walmart, AR example can become an independent advertising tool in the foreseeable future.

Clothing is not the only thing you can use Lens Studio for.

Allrecipes will offer recipes based on the ingredients seen on the table.

And for Estee Lauder, dynamic lenses with information about the availability of goods and price have been created.

3 AR gadgets will diversify marketing campaigns and allow you to better study the audience.

SNAP has already released AR shoes with a display, thanks to which the user will be able to observe AR effects without linking to the smartphone.

At the moment, this product is available to developers of AR effects and content makers and allows them to see the objects created and test them in different real landscapes.

Glasses have voice control and allow you to directly send new filters to Snapchat.

Similar products are also in development with Facebook, Apple and Microsoft.

Over time, the devices will begin to enter mass sale.

Gadgets with a complete reality function organically fit into the physical world and will be perceived.

This proves a study conducted by scientists of Standford University: even after the AR-pipe has ended, a person behaves as if digital objects are real.

For example, they do not sit in a place that the avatar occupied in augmented reality.

Virtual Beins – virtual creatures

Virtual influenters are avatars with a huge audience of subscribers. For example, LU Do Magalu with 5.2 million subscribers on Instagram is the face of the Portuguese online store.

And the famous Miquela participated in campaigns for Calvin Klein and Prada. Robo influensers will continue to increase the audience, which means they will attract more and more advertisers.

The popularity of virtual creatures will give an impetus to two powerful trends:

1 Real opinions of opinions will also virtualize.

Today this can be partially done, for example, due to digital makeup and clothing.

Virtual wardrobe items are already on sale on marketplaces: Dressx houses luxury goods from Gucci or Margiela, created during collaboration with digital venues or designers.

On the other hand, it will compete with the traditional fashion-volumes: with the distribution of digital avatars, users will follow the influensers and spend more on digital dressing, reducing the physical share.

2 Virtual creatures will become human satellites.

We are talking about a new round of development of digital assistants, which are based on a mix of VR and II-technologies. They will actually replace applications due to the ability to perform many functions.

For example, such an assistant can take on the position of a personal stylist who remembers the story of the search and orders and will advise buying an analogue of the T -shirt that favorite, which was not available last time.

The trend will not be limited to retail and cover all industries – from the entertainment industry to catering.

Current solutions will be improved with the development of technologies for recognition of voice and persons who will communicate with virtual characters more smooth and effective.

In addition to the ability to reproduce human communication, virtual assistants will also be endowed with EQ (emotional intelligence).

The first achievements are available now:

3 Fable creates characters with different profiles, history and characters.

The developer offers to get acquainted with the poet Charlie, athlete Back or Lucy from the book “Wolves in the Walls” of Nile Gaiman.

 Futurology: How alive: who are virtual bloggers and models and what awaits them in the future 

A virtual reality

Despite the fact that the income of the consumer and corporate VR market fell by 22% in 2020 compared to 2019, Statista analysts predict a radical fracture. The segment will grow over the next four years and will reach $ 12.2 billion by 2024. VR will become an integral part of marketing – this is what the nascent trends are said:

VR porn will turn into a huge independent industry.

* VR PORN - A guy interacts with AR ELEMENTS (not necessarily VR PORN)
* VR PORN – A guy interacts with AR ELEMENTS (not necessarily VR PORN)

The market pioneer, the volume of which, according to Market Research Engine, will exceed $ 1 billion by 2025, has already become PornHub. I suppose that this area will generate a niche, but serious demand for VR marketing.

VR advertising for generation Z.

The main consumers of the future-“Zumers”-are very appreciated by immersive experience online. In combination with the changes that the pandemic introduced into our lives, this will force advertisers to use VR more in advertising more. For example, the number of users of the ULTA GLAM LAB VR application for trying on cosmetics has increased by more than seven times since the beginning of 2020.

Exclusion of the need for physical visits to stores and contact with products, as well as increasing the productivity of gadgets for VR and reducing their cost are key factors that will become catalysts for the growth of the popularity of VR solutions for retail.


All described trends are based on artificial intelligence, and its role in digital marketing will grow rapidly. Personalization and immersive experience become an important condition for successful advertising campaigns, which are increasingly taking place online.

With the development of technologies, brands will receive new tools that will allow the most narrowly targeting sentences with lower costs and a greater effect on the perception of the audience.

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