Singtel is offering virtual reality (VR) and augmented reality (AR) technology to help brands create interactive content and better engage pay TV audiences.
With virtual elements such as three-dimensional scoreboards, match statistics, team logos, player images and starting line-ups, overall viewer experience can be enhanced, particularly during sports programs.
Singtel TV also said its VR and AR technology will help advertisers address the challenge of viewers sidestepping traditional commercial breaks.
“Our ad analytics will better segment the audience,” said Anthony Shiner, chief revenue officer of Singtel Group Digital Life.
“Together with VR and AR technology, brands can then create and tell segment-specific, editorially relevant stories, while ensuring that the content is not missed altogether,” he added.
Shiner said the company’s goal is to create a suite of strategic audience engagement tools.
VR and AR technology can also be used to create virtual product placements in TV shows. For example, with a virtually generated automotive placement, brands will no longer need to place an actual car in the studio.
In addition, a master copy of a sponsored program can be produced, with virtual product placements added in the future. Ads can also be easily tailored for specific countries for companies advertising in international markets.