Spatial Computing Landscape

Early-stage mainstream. Landscape, platforms, marketing applications, investment timing.

Why spatial

Spatial computing (AR + VR) is in early stages of mainstream adoption. Apple Vision Pro, Meta Quest, Snap AR have meaningful but specialized audiences. Marketing applications are pilot-stage; brands experimenting now position for the future.

Landscape

• VR headsets: Meta Quest, Apple Vision Pro, PlayStation VR.
• AR mobile: Snap AR, Instagram AR, TikTok AR.
• AR glasses: Meta Ray-Ban smart glasses.
• Mixed reality: Microsoft HoloLens (enterprise).
• WebAR: Browser-based AR (no app required).

Platforms

• Apple Vision Pro (premium spatial).
• Meta Quest (broader VR).
• Snap Lens Studio (mobile AR).
• Effect House (TikTok AR).
• Spark AR (Meta, sunset 2025).
• WebAR platforms (8th Wall).

Marketing

• AR filters and lenses (Snap, Instagram).
• Virtual try-on (beauty, eyewear, apparel, furniture).
• Branded VR experiences.
• Product visualization (AR on product pages).
• Virtual events.
• Branded VR apps.
• Spatial advertising emerging.

Investment

• Early-stage adoption; ROI difficult to measure short-term.
• Strategic value (brand positioning).
• Use-case-specific value (virtual try-on for relevant categories).
• Talent and production cost high.
• Pilot then scale model.

Current

• Beauty / fashion virtual try-on.
• Furniture and home goods (IKEA, Wayfair).
• Eyewear (Warby Parker, Ray-Ban).
• Auto (interior / exterior visualization).
• Real estate virtual tours.
• Branded entertainment experiences.
• Education and training.

Advanced

• Use-case alignment with brand.
• Pilot before scale.
• Cross-platform strategy.
• WebAR for no-app access.
• Production studio partnerships.
• Measurement framework.
• Annual spatial strategy review.
• Cross-channel coordination.
• Talent and capability building.
• Industry monitoring.

Mistakes

• Spatial computing investment without use case.
• Pilot skipped; full launch flops.
• Cross-platform strategy absent.
• WebAR not considered (app friction).
• Production studio relationships missing.
• Measurement framework absent.
• Annual review skipped.
• Industry monitoring absent.
• Talent under-invested.
• Stakeholder over-promised on ROI.

Checklist

• Use-case alignment documented
• Pilot before scale
• Cross-platform strategy
• WebAR considered
• Production studio partnerships
• Measurement framework
• Annual spatial strategy review
• Cross-channel coordination
• Talent and capability building
• Industry monitoring

Part of the AR/VR Spatial Marketing series.