AUGMENTED & VIRTUAL REALITY GLOSSARY

AUGMENTED &VIRTUAL REALITYGLOSSARY2018

DISCRETE & SHARED TERMINOLOGYAUGMENTED REALITYVIRTUAL REALITYKEY:AR/VRTYPEAugmented RealityBack-facing Camera OrientationFirst Party AR Ad DeliveryFront-facing Camera OrientationThird Party AR Ad DeliveryWebARTECHNIQUEMarker BasedMarkerless2TYPEVirtual RealityMonoscopic VR180 Degree VideoRoom Scale VR360 VideoStereoscopic VRLive 360Virtual RoomLocation-based VRWebVRTYPEExtended RealityMixed RealityEQUIPMENTCamera ArrayControllerVR Head Mounted DisplayTECHNIQUEEye TrackingHand TrackingHead TrackingReal Time RenderPolygon CountEQUIPMENTAR Head Mounted DisplayCameraEXPERIENCEUser ContextTYPE: Specifictypes of AR/VRMEASUREMENT/METRICSEarned MediaHeat MapViewabilityMEASUREMENT/METRICSAllow RateAR EngagementAR Session TimeMEASUREMENT/METRICSGaze-throughVR EngagementVR Session TimeTECHNIQUEPre-RenderThree Degreesof FreedomSix Degrees nceEQUIPMENT:Physical objectsneeded to createAR/VR experienceTECHNIQUE: Aparticular processutilized to create aAR/VR experienceEXPERIENCE: Howto describe userexperience withAR/VRMEASUREMENT/METRICS: Howto describeperformance ofcontent or ads

AUGMENTED REALITY TERMSTYPEAn experience that utilizes a camera to changeor enhance something in the user’s real world.This augmented reality experience can be appbased or web-based, though app based is morecommon today. Note: Although the term usesthe word “reality”, the experience does notneed to look realistic.Ads within AR can be presented in two ways:through the use of markers (such as a QR code)or by placing a brand object in the immediatereal world environment using the device camera(Source: IAB New Standard Ad Unit Portfolio, page 34).3

AUGMENTED REALITY TERMSTYPEAn AR experience where the camera isoriented away from a user to showcaseand alter the surrounding environment (i.e.environment-based AR, inserting objectson surfaces, etc.). This is the opposite offront-facing camera orientation.4

AUGMENTED REALITY TERMSTYPEA branded AR experience that is deliveredthrough a brand’s proprietary app.An AR experience where the camera is orientedtowards the user’s face and alters something relatedto the face (i.e. selfies, face filters, etc.). This is theopposite of back-facing camera orientation.5

AUGMENTED REALITY TERMSTYPEBRANDA branded AR ad experience that isdelivered by an entity outside of the brand’scontent application, such as social mediaplatforms, gaming platforms, 3D renderingengines/platforms, etc.Enables a consumer to load AR experiences directly fromthe web on their browser. WebAR minimizes frictionthat a consumer may experience when trying to view ARcontent. This is not the standard today for AR contentdelivery but is being experimented with in the industry.6

AUGMENTED REALITY TERMSEQUIPMENTA device with clear glasses or goggles that attachesto a user’s head and shows virtual images projectedon, or in, the real world (i.e. Google Glass).A camera on a mobile phone, tablet,headset, etc. is needed to render 3D imagesin the space around the user.7

AUGMENTED REALITY TERMSTECHNIQUEA type of AR experience that uses a specific markerin the real world, such as a QR code or an AI learnedconcept (recognized object) like a “dog”, to trigger thedisplay of AR content (Source: IAB New Standard Ad Unit Portfolio,page 34). It does require a pre-determined image, pattern,or physical object that is recognized by the camera andimage recognition software to launch the AR experience.For example, a consumer could point their device cameraat a fast food logo and have one experience, then pointtheir camera in the same app at a retail store logo andexperience different AR content that was triggered bythe appearance of a different logo.8

AUGMENTED REALITY TERMSTECHNIQUEMarkerless AR technology is used to recognizepatterns or features in an environment that were notpreviously provided to the application, enabling, forinstance, a consumer to scan a real world environmentlike a tabletop or a room in their apartment usingtheir smartphone camera and virtually place a productthere to see how it would look.9

AUGMENTED REALITY TERMSEXPERIENCEThe physical environment in which computergenerated images are being inserted. Context iscritically important to an AR experience.MEASUREMENT/METRICSThe percentage of users that allow camera access whenthey encounter an AR ad through an app or on themobile web.10

AUGMENTED REALITY TERMSMEASUREMENT/METRICSWhen a user interacts with the AR experience in some manner(i.e. clicking an object, swiping up for more information, etc.).The amount of time someone was in theAR experience with their camera open.11

VIRTUAL REALITY TERMSTYPEAn experience that is made to be significantlymore immersive than standard video assets.VR allows a user to be completely immersedinto an environment of the marketer’s choice.Ads within VR must occur within either adesignated ad space (such as a street sidebillboard), as a video (that might play in avirtual home TV or virtual movie theater), oras an object (such as a branded bag of potatochips on the table). Fully branded 3D scenescan also be created as ‘Virtual Rooms’ (Source:IAB New Standard Ad Unit Portfolio, page 31).12

VIRTUAL REALITY TERMSTYPE180 Video where a consumer is able to look around within the view of ahalf circle (i.e. 180 degrees). This type of video allows publishers anddevelopers to keep the user’s attention to the front where the action ofthe video often is. It also creates a more seamless consumer experiencewhere users don’t have to spin their head or mouse to view the content.360-degree videos are video recordings where a view in everydirection is recorded at the same time, shot using an omnidirectionalcamera or a collection of cameras. During playback, the viewer hascontrol of the viewing direction like a panorama. These types ofads can be served without requiring a VR headset, using keyboard/mouse/touch controls, or motion sensors in smartphones/tablets tocontrol the viewing orientation. (Source: IAB Digital Video Glossary)13

VIRTUAL REALITY TERMSTYPEVirtual reality live video(often 360 degree video) thatcan be viewed as the eventor experience is actuallyhappening through apps such asFacebook, YouTube and othercompatible 360 players.14

VIRTUAL REALITY TERMSTYPEA VR experience that takes place outside the home —in a movietheater, mall, amusement park, etc. In location-based VR, a user iswearing a head mounted display and the location itself is designedin a way to heighten the experience further (i.e. if the user walkspast a virtual air conditioner, they will feel cold air). One of thebenefits of location-based VR is that it provides the user theopportunity to interact with other people. While these experienceshave less scale, they can be a value add for advertisers in terms ofadditional foot traffic and word of mouth from visitors.A form of VR that is captured with one lens. Monoscopic VR is used to createflat 360 degree images and is typically less immersive than stereoscopic VR.15

VIRTUAL REALITY TERMSTYPEA highly immersive VR experience where the user canexplore the experience as though they were physicallypresent. The user is able to move in all directions with6 degrees of freedom motion tracking (i.e. forward/backward, up/down, left/right). This is available todaywithin tethered headsets that use computer generatedgraphics environments.A form of VR where different images are delivered to each eyeto create an experience that has more depth. This type of VRis captured with two lenses to replicate the placement of youreyes. Stereoscopic VR is more immersive than monoscopic VRand leads to the highest sense of presence for the user.16

VIRTUAL REALITY TERMSTYPEA virtual reality native ad format in which the viewer can chooseto enter a room filled with sponsored advertising content. Keycomponents of a virtual room include the environment (the worldthe user sees in the room), the objects (interactive 3D, 2D and 360video ads, audio tracks represented in the room), and interactions(produces a transition to another part of the scene or introduces newvisual or interactive element). (Source: IAB New Standard Ad Unit Portfolio, page 33)Enables a consumer to load VR experiences directly fromthe web on their browser. WebVR minimizes friction that aconsumer may experience when trying to view VR content.This is not the standard today but is being experimented within the industry.17

VIRTUAL REALITY TERMSEQUIPMENTA system of multiple cameras arranged in order to capturemultiple images of the same moment that can later be stitchedtogether to create a spherical image.A piece of equipment that users hold in their hands and enablesthem to interact with virtual environments. Controllers allow theuser to maneuver more easily and can lead to greater sense ofpresence. Some companies are experimenting with controllersthat have haptic links that enable the user to feel movement,texture, etc.18

VIRTUAL REALITY TERMSEQUIPMENTA device that attaches to your head and presents VRcontent directly to your eyes. There are three types: Phone-based HMDs: A mobile phone is placed withina head mounted display to view VR content (GoogleCardboard, Samsung Gear). Tethered HMD: A head mounted display isconnected to a high-powered PC to view VRcontent. This type of HMD offers the highest qualityVR (HTC Vive, Oculus Rift). Standalone HMD: A cordless headset that does notrequire a phone or being tethered to a PC to viewVR content. The computer is inside the headset withthe display. In terms of VR quality, it is in-betweenphone-based and tethered HMDs (Oculus Go).19

VIRTUAL REALITY TERMSTECHNIQUEWhen the computer runs content along a defined sequence that cannotbe changed on the fly, like with real-time rendering. Since the content ispre-rendered, it will generally be of higher realism and detail.Refers to the ability of a user to move around in space. Withsix degrees of freedom, users are able to move forward,backward, up, down, left, and right in a virtual realityexperience. Tethered headsets like HTC Vive and Oculus Riftenable six degrees of freedom.20

VIRTUAL REALITY TERMSTECHNIQUEThe combination of two or more images or videos inorder to create a product that is larger and/or has ahigher resolution than the original. This technique isoften used to create 360 videos. Stitching can be donemanually or automated. Automatic stitching is oftencheaper but the stitching may not be as seamless.Refers to the ability of a user to move around in space.With three degrees of freedom in VR, a user is able to lookin every direction but is not able to move around the sceneas is possible with six degrees of freedom (i.e. cannotjump or walk). For example, mobile VR and 360 videohave three degrees of freedom.21

VIRTUAL REALITY TERMSTECHNIQUEThe ability to capture real people or objects in 3D to be usedin VR environments. The opposite technique would be tostart with a 3D object and try to make it look realistic. Withvolumetric capture, a real world object (i.e. a car or sofa) isscanned and re-rendered into a 3D scene.EXPERIENCEA feeling that tricks at least three of the five sensesof your brain into believing that you’ve been takento another place. The more immersed a user is in anenvironment, the higher the level of presence they feel.22

VIRTUAL REALITY TERMSMEASUREMENT/METRICSWhen a user views a VR advertisement and accepts a call to action.It is the functional equivalent of a click-through and helps measuread effectiveness. For example, the user is looking at an ad for aspecified amount of time and triggers some sort of action (i.e. seemore branded content).The amount of time a user spent in the VR experience.When a user interacts with something within a VRenvironment or a VR video experience (i.e. when anobject or target is looked at or tapped on).23