Jan 6, 2017

Why augmented reality will replace virtual reality in 2017

In 2016, publishers and platforms invested in expensive virtual reality storytelling technology hoping to sell high-impact advertising against it. It wasn't easy.

It was too early: Media companies weren't wrong betting on VR, but the market wasn't quick enough to adopt it through headset purchases and app downloads.

It couldn't go viral: Most VR headsets, like the Google Cardboard, weren't tethered to a digital platform that could make VR stories easy to share, like or engage.

It was isolating: The technology was immersive, but had to be consumed at the individual level. The viewer couldn't engage with other consumers in real time.

It was expensive: A VR piece could cost an advertiser anywhere from up to $500,000 or more to produce and required an additional large-scale investment to promote and distribute the content on or through a publisher's network. With some high-end partnerships totaling $1,000,000+, and few having enough key performance metrics to back their effectiveness, many advertisers couldn't risk the investment.

What's next?

Several outlets, like The New York Times and Verizon Labs, debuted new augmented reality products at the 2017 Consumer Electronics Show in Las Vegas this week, hoping to find better luck monetizing a platform that the market embraced through apps like Pokemon Go and Super Mario Run in 2016.

Last week, Snapchat announced that it acquired an Israeli augmented reality start-up called Cimagine, to begin experimenting with AR technology on their platform.

Go deeper

Updated 3 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 12 p.m. ET: 5,974,938— Total deaths: 365,976 — Total recoveries — 2,522,819Map.
  2. U.S.: Total confirmed cases as of 12 p.m. ET: 1,750,203 — Total deaths: 102,906 — Total recoveries: 406,446 — Total tested: 16,099,515Map.
  3. Economy: What U.S. workplaces may look like next — George Floyd's killing and economic calamity are both part of America's unfinished business — The future of mobility in the post-pandemic world.
  4. States: New York City will reopen June 8, Cuomo says.
  5. Supreme Court: Chief Justice Roberts sides with liberals in denying challenge to California's pandemic worship rules.
  6. 2020: North Carolina asks RNC if convention will honor Trump's wish for no masks or social distancing.

Gov. Tim Walz to mobilize Minnesota's full National Guard

Photo: Steel Brooks/Anadolu Agency via Getty Images

Minnesota Gov. Tim Walz announced on Saturday he is activating the full National Guard to respond to street violence in Minneapolis that broke out during protests of a police encounter that left a black man, George Floyd, dead.

Why it matters: This is the first time the state has activated the full National Guard since World War II. The Minnesota National Guard tweeted, "We are "all-in" to restore order and maintain and keep the peace in Minnesota." There are already around 700 National Guard troops in the city, and the order could bring another 1,000, The Star Tribune writes.

Go deeper...The aftermath of George Floyd's death: Everything you need to know

Updated 34 mins ago - Science

Live updates: SpaceX attempts to launch NASA astronauts Saturday

SpaceX's Falcon 9 rocket on the launch pad. Photo: NASA/Joel Kowsky

At 3:22 p.m. ET today, SpaceX is expected to launch NASA astronauts Bob Behnken and Doug Hurley to the International Space Station for the first time.

Why it matters: The liftoff — should it go off without a hitch — will be the first time a private company has launched people to orbit. It will also bring crewed launches back to the U.S. for the first time in nine years, since the end of the space shuttle program.

Follow along below for live updates throughout the day...