Mike Boland at ARtillry makes an essential distinction between VR and AR: They deliver different information experience. They are various points of entry to the same story and thinking about how to use each to encourage someone to explore more of the story in other media is essential. The multi-channel world is transforming into an omnichannel marketplace of ideas that storytellers, marketers, and leaders must use to make initial connections, then expand the engagement and storytelling in other appropriate channels. For example, an AR experience that lets a phone user see Superfund sites located near them could lead to a video engagement that explained the pollution involved, the remediation, and benefits of the clean-up to the community.
At the time of that Google data release, we wrote “VR is a Meal, Not a Snack.” Now we’d like to add to that construct, bringing in AR’s relative position in this experiential spectrum. It’s becoming clear from mobile AR’s nuances that it is, in fact, the snack in this equation.