Hinge Health sets the stage for the future of virtual physical therapy: It acquired Wrnch to make its computer vision tech more accurate—a move that’ll help it reel in even more payer partnerships amid sky-high chronic pain spending.
And to continue the momentum, in lieu of in-person field events, Demandbase plans to host a virtual tour over the summer. This kind of lift requires investment in a virtualevent or webinar platform to host the content and allow attendees to join. But B2Bs that don’t have the infrastructure or budget to pivot to a big videoconferencing setup can go virtual without the technical bells and whistles.
Game developers and event producers are among companies working to create more such experiences. For example, at CES 2021, Sony Music announced a partnership with Verizon to produce a virtual performance by singer-songwriter Madison Beer. The experience, which is enhanced for 5G users, features a computer-generated virtual avatar of Beer in a digitized performance at Sony Hall in New York City.
Virtualevent sponsorship also falls within our definition of B2B display (note, however, that an in-person event sponsorship is not included in our estimates for B2B traditional media ad spend as we classify that as a marketing budget allocation). This is a small portion but will grow as B2Bs continue to explore hybrid event options, even as in-person events start to resume. B2B Search.
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