Microsoft is using HoloLens to try and win over advertisers at the Cannes advertising festival this week. Advertisers say that while the prices are high, the software giant has show a renewed focus on working with marketers. And the content opportunities available via Hololens–which lets people experience digital images in the real world while donning a headset–may prove very attractive to brands.
Microsoft's HoloLens demo, which will showcase its augmented reality technology, is rumoured to be one of the most popular events at at Cannes this year. Microsoft are hoping this evening's demo will "dazzle advertisers", potentially creating $10-12 million of commitments for brands to build virtual versions of their products for HoloLens. HoloLens is due to hit the market later this year.