Just last year, Apple’s Tim Cook said, “We believe augmented reality is going to change the way we use technology forever. We’re already seeing things that will transform the way you work, play, connect and learn.”

I couldn’t agree more — driving Extended Reality (XR) adoption is one of the primary reasons why I founded Trivver.

In my opinion, XR — including AR, VR, and 3D — is having more than a moment — it’s here to stay! XR is set to explode and in less than a few years will impact every industry and every company in profound and lasting ways.

There are many reasons why I am sure of the future of XR. For one, current investment and future growth projections:

VR and AR startups raised more than $3.6 billion from venture capitalists and others during the last 12 months according to Digi-Capital’s VR and AR report.

The XR category, including hardware, software, and services is expected to generate over $200 billion in revenue in 2021 and over $3 trillion in revenue by 2035.

Using current 2018 sales, IDC predicts that VR and AR headset sales will hit $68.9 million in 2020.

And big technology players, like Google, Facebook, Apple, and Sony are all engaged and pushing the technology forward in exciting ways.

Despite the predicted surge in XR technology, there are challenges. In a recent survey, “user experience was viewed as the top obstacle for mass adoption of both VR (41%) and AR (39%), reflecting ongoing concerns with technical limitations and performance issues, as well as bulky hardware in regards to VR.”

However, the opportunity to forge a deeper connection through numerous touch-points in XR environments with a captive audience is too great to pass up. Not to mention — and the real boon for advertisers — users are captivated. Ad Age recently reported that Gannett, a media holding company, shared that audiences are more engaged with branded content in the virtual space than they are with standard video. A 360-degree video its team created for Google’s Nest that put viewers inside a burning home was the most-viewed piece of content across the entire USA Today Network.

For advertising to be effective in XR environments, each interaction should be personalized to each user in a natural, non-disruptive format. XR is unlike TV, the movies, or the web — it must be free from traditional digital advertising methods like pop-ups, banners, and interstitials. Unique assets must be created and then scaled for each environment every single time, which can be a time-consuming and expensive process. Until now.

Trivver is excited to be driving innovation in this space, offering a platform that makes creating and deploying 3D interactive branded objects easier, allowing brands to programmatically execute targeted, impactful and scalable XR advertising campaigns.

Our advertising technology is primed to accelerate the adoption, commercialization, and monetization of XR technology across devices and industries for all stakeholders in the ecosystem.

This space is complicated and volatile — but it is a very electrifying time and XR will continue to evolve at a rapid speed due to ongoing advancements in technology.

Our reality is changing, and I hope you are excited as I am. Continue to watch this space and join us on Twitter and Telegram to jump in on the revolution.