Lisa Martinez Gilpin, global head of news and publishing at Google Play, broke down the attributes of both virtual reality and augmented reality at the VR 20/20 opening session, and spelled out the roles both will play in the media going forward.

Augmented reality (AR) offers the user a “push and pull kind of dynamic,” she said, whereas virtual reality (VR) is more immersive.

Martinez Gilpin detailed Google’s history in VR, including 2014's Google Cardboard viewer, which she described as “simple with a lot of meaning.” She said a New York Times partnership a year later delivered more than 1 million Cardboard viewers to Times subscribers.

“Talk about coming into a really personal space,” she said. “We’re right there at your front door.”

Next was Daydream, offering a more breathable material than Cardboard. “There’s lots of great content to snack on,” said Martinez Gilpin, “as well as episodic content.”

VR 20/20 is happening Monday (Oct. 16) at the Stewart Hotel in Manhattan as the kick-off event of NYC Television Week.

Read More: Complete Coverage of VR 20/20

Martinez Gilpin said VR has a significant role in realms as varied as news and commerce. She spoke of “educating journalists to user VR cameras to tell their stories.”

Martinez Gilpin talked of ARCore, a platform for augmented reality apps. She described AR’s role in helping a consumer virtually try on clothing, or see how a coffee table fits in a family room, or check out a new car in different colors.

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Google’s Visual Positioning Service (VPS) can offer on-the-go consumers a look at a store’s layout before they visit. “It’s a great way to think about user flow,” she said, “and where products sit in store.”

VR, and AR, are part of the present, Martinez Gilpin suggested, not the future. “What used to take months now takes hours from a production standpoint,” she said. “It’s a lot more seamless and frictionless.”

Sales of virtual- and augmented-reality devices were up 300% during the six-month period between May and October compared with the previous six months (November 2015 to April 2016), according to entertainment research firm The NPD Group.

NPD said it has added VR/AR measurement to its Retail Tracking Service, aiming to give both retailers and manufacturers a clear picture of how the category is performing. The addition comes during the all-important holiday shopping season.

“Given the growing interest in VR/AR technology and the wide range of products available to meet consumer needs, we anticipate 2016 holiday sales have the potential to double 2015 holiday sales,” said Ben Arnold, executive director and industry analyst for The NPD Group.

Read more at broadcastingcable.com.