Interactive Vessels for VR Ad Engagement
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Solution Overview
Problem
Virtual reality (VR) advertisements are typically passive and non-engaging, failing to leverage the interactive nature of VR environments, where users lack control over when and how they experience advertisements.
Innovation Solution
Implementing addressable interactive units, or 'vessels,' within VR environments that allow users to control their advertisement experience, enabling user-initiated playback of ancillary virtual reality content such as 360° video advertisements, which can be targeted based on user data and integrated seamlessly into the VR experience.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If traditional passive advertisements are displayed in VR environments, then advertisement content can be presented to users, but user engagement is low and the interactive nature of VR is not leveraged
Solution Approach 1:
The system enables users to self-select and initiate advertisement content playback through interactive vessels in the virtual environment. Users actively choose what content to engage with by interacting with addressable units, rather than having content forced upon them. This self-service approach reduces unnecessary bandwidth consumption and battery usage by only loading and playing content that users actually initiate.
Solution Approach 2:
The advertisement delivery system transitions from static passive display to dynamic user-initiated playback. The system dynamically responds to user interactions with vessels, adjusting content delivery based on real-time user actions. This dynamic approach allows users to control when and how advertisement content is delivered, optimizing resource usage based on actual engagement.
2Productivity
If users are forced to watch advertisements prior to viewing premium content, then advertisement revenue can be generated, but user experience deteriorates and engagement decreases
Solution Approach 1:
The system inverts the traditional forced-advertisement model by allowing users to initiate advertisement content themselves through interactions with vessels. Instead of the system forcing content on users, users actively seek out and launch content by interacting with addressable units in the environment. This inversion maintains monetization opportunities while restoring user control and improving experience.
Solution Approach 2:
The system implements feedback loops where user interactions with vessels trigger content playback, and user engagement metrics inform future content delivery decisions. The system learns from user behavior patterns and adjusts advertisement delivery accordingly, creating a responsive system that adapts to user preferences while maintaining effective monetization.
3Ease of operation
If interactive vessels are implemented in VR environments, then user engagement and control are improved, but system complexity increases
Solution Approach 1:
The system segments the VR environment into distinct functional components: vessels (interactive units), dock boxes (placement locations), and content delivery modules. This segmentation allows for modular implementation and management of complexity. Each vessel is an independent addressable unit that can be individually controlled and managed, reducing overall system complexity through division of functions.
Solution Approach 2:
The vessel concept serves multiple functions within the VR environment: it acts as an advertisement container, an interactive element, a content launcher, and a user interface component. This multi-functionality reduces the need for separate specialized components, thereby managing system complexity while providing rich interactive capabilities. The same vessel structure handles various types of content delivery and user interactions.
Data Source
AI summary
Systems and methods according to present principles provide a virtual environment, particularly but not exclusively for virtual and augmented reality, with the ability to offer compelling interactive advertisements that users can choose (or not) to interact with, without being forced to watch the same. In so doing, the systems and methods provide for addressable units, termed “vessels”, which are interactive and which provide the viewer with the ability to control their experience via an active selection, e.g., of advertisements. Such interactivity is provided along with the ability to enjoy a “main” item of content, in some implementations. In addition, the interactivity may be provided as part of an entertainment “hub” in which VR experiences may be launched and/or in which main content may be displayed. Thus, the system provides a new, addressable unit, such as for advertisements, for virtual content-viewing environments, hubs for the same, or other virtual environments.