Immersive technology is redefining live event experiences, and industry leaders discussed its untapped potential at an ADWEEK Group Chat during the Super Bowl. Despite its promise, many brands struggle to find a return on investment (ROI) because they lack consistent engagement with consumers. Speakers emphasized that brands need to create meaningful and engaging interactions through immersive experiences, especially targeting younger demographics. As the conversation highlighted, successful integration of immersive technology into popular platforms could enhance engagement and drive ROI, fulfilling consumer expectations for more interactive sports commentary.
Most people haven't found an ROI for immersive because most people do not use it. A lot of businesses have done a one-time activation... But can they really sell products?
The role for brands that are not endemic or part of that technology movement is to support it and accelerate the path to value and the time to value.
A vast majority of Gen X and Gen Z consumers agree sports commentary is more engaging when virtual studios are used, 59% of Gen Z consumers favor these experiences.
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