Google officially announced the internal incubator Area 120 today and launched a dedicated website for it. At the same time, Google also released the most interesting project of the incubator so far: a way to advertise within a virtual reality (VR) environment. This new experiment is called Advr and can play video ads in a 3D virtual reality environment. Area 120 was established within Google in March 2016 to retain talented people with entrepreneurial ideas within the company. It also allows the team to test new concepts that are expected to develop into commercial products or integrate with existing products. Introduction to Google's internal incubator Area 120 The outside world has learned a lot about Area 120 before. The name comes from Google's famous culture: Allows employees to spend 20% of their time on items of interest to them. Area 120 integrates these concepts into a more structured and more formal system. Google is not the only tech giant that has set up an incubator internally. Microsoft is currently developing the Garage project, and Apple also tried a project like Blue Sky in 2012. Area 120 is a typical enterprise internal entrepreneurial accelerator. Employees apply for a project during a specific time period, and Google will then select the team to join. About 15 teams in each "class" will try to prove their concepts in the next 6 months. During this time, employees do not need to continue working full-time but only focus on the Area 120 project. If the project is successful, Google employees can continue to work on the project. If not successful, they will return to Google's job and serve in different positions. Since the launch, Area 120 has invited two "classes" to participate. Google is currently accepting the third "class" application. This project is still very new, and Google does not know where the Area 120 project will go in the future, and whether these projects are worth investing. Someday, these projects are expected to become Google's independent products, or be integrated into existing products. However, most of the projects are not expected to gain any attraction and eventually stop, which is similar to the situation of startup companies. The Area 120 project is not all public-facing, and some of them are only used within Google, or only open up for testing through invitation mechanisms. Only a few items have received media coverage. Uptime is the most promising of these projects. This application was officially launched this month, bringing together the experience of watching YouTube videos among friends. Other projects in Area 120 include Tailor, a personal fashion consultant, Grasshopper, a program for learning programming, and Supersonic, a messaging tool that supports expressions. There are also projects that have not yet been publicly released, such as a job matching service in Bangladesh and a booking tool Appointments that have not yet been launched. Google did not publicly promote any of these projects. However, this week Google introduced the virtual reality video advertising service Advr in the developer blog. This new project is an experiment to understand whether video advertising is suitable for virtual reality environments and how to match virtual reality environments. Google VR video ad service Advr The team developed the Unity plug-in for displaying advertisements in virtual reality. The blog pointed out that developers found that it is difficult to achieve a good advertising experience in the virtual reality environment, so the Advr team put forward the idea of ​​using a simple box to display video ads. Virtual reality users can interact with these squares, such as clicking or staring for a few seconds, then a video player will pop up on the screen to play these ads. Users can choose to watch ads or turn off the player. The ultimate goal is to provide video advertising capabilities on a variety of virtual reality platforms, such as Google Daydream and Cardboard, and Samsung Gear VR. This does not mean that Google thinks that video ads in the virtual reality environment should be the same. This is just a concept. At the same time, several companies such as Adobe are also developing virtual reality advertising solutions. Advr has already tested with some virtual reality game developers, but Google did not disclose specific information about these games. Google today invited other virtual reality developers to apply for this type of advertising. Google will provide Advr's early SDK (software development kit). (Qiu Yue)
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October 16, 2022