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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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HCP Social Media Advertising Blog Series: AR Versus VR
Let's dive into two new, exciting ad formats: Augmented reality and virtual reality
Oct 21, 2022
As we are heading into the holiday season, advertisers are looking for new ways to get in front of consumers on social media. We have all seen and used the normal ad formats (one image, carousel with multiple images, video, etc.) on at least the major three platforms (Meta, Twitter, and LinkedIn). (And if you’re not on these platforms, you’re missing out on reaching your target audience by the way.) However, today’s blog post is going to dive into a new, emerging ad form: Augmented Reality (AR) versus Virtual Reality (VR).
AR, by definition, is 25% virtual that requires no head device and is in context with the real world. A recent campaign from Michael Kors provides an excellent example of AR marketing in practice. They designed an ad that allows users to try on their sunglasses as well as try out different color lenses before making a purchase.
On the other hand, VR, by definition, is 75% virtual, requires a head device of some sort, and is a completely fictious world. Meta, for an example, is using their product ‘Meta Quest’ (a VR headset) to bring Halloween to life. They are partnering with film director Eli Roth to transport users into a 180-degree VR experience of a horror house where people are seemingly turned into dolls. Meta also has a new four episode ‘Scream Park’ miniseries in VR staring Grace Van Dien from ‘Stranger Things.’
As you can see, there are some new and exciting things to test and use in the social media marketing space. But you may still have the question of what platforms can I use AR and VR? Glad you asked!
Currently the following platforms offer or have offered AR solutions: Snapchat, Facebook (Meta), Instagram, Pinterest, and TikTok. The most common way for brands to use AR on social media is by creating a filter. A filter, for our social media marketing new commers, is a photo effect that can be used while taking a photo, or applied to pictures before the user publishes them. Sometimes a filter can be as simple as putting a logo in the corner with a border, or they can be event specific such as putting the user’s faces on the bodies of the teams that are playing in the super bowl.
The normal carousel, banner, or video ad is great for getting users to click to a site or brand awareness. However, what an AR ad can bring to the marketing plan is a boost in customer engagement, improve brand perception, and help your video or brand go viral. I know it is new to most of the brands or users in the healthcare industry, but this is a spot where we can be creative and think outside the box of the normal banner or video ad.
Switching gears to VR, one of the biggest players in the space is Roblox. Roblox is an app that allows users to play a wide variety of games, create games, and chat with other users online. It combines gaming, social media, and social commerce all in one. Brands such as Nike and Gucci have created towns, or ‘lands,’ that allow users to interact with each other online and play games or create avatars that wear the products from Nike and Gucci.
Wendy’s restaurant has tapped into the Meta’s Horizon World Platform to create a metaverse restaurant where users can walk behind the counter and interact with each other over mouthwatering adventures. Some differences that make VR have a bigger impact than AR is that you have the user’s full attention when they are in the virtual world interacting with their brand; VR is not only story telling but story living. VR is bringing your brand story to life right before the user’s eyes and having them experience the brand before ever buying a product.
As we can both spaces provide major benefits to a brand, especially within the social media channel. To quickly recap AR doesn’t require a head set and is within the real world and can be used on a variety of apps in terms of filters. VR requires users to have a headset and occurs within a made-up world and there a select few apps and platforms that have offer the experience. Either way augmented and virtual reality are both becoming social media marketing staples and it would be exhilarating to see what pharma brands can do with it.
How are HCPs Currently Engaging, Learning, and Networking on Social Media Platforms?
For this latest infographic, we surveyed our industry-leading database to help us understand how HCPs are currently using social media platforms to engage with professional and educational content, as well as connect with their colleagues, patients, and communities on the latest advancements in public health, prescription drugs, medical devices/technology, and OTC treatments