As more and more brands release their VR headsets, and others working the development into their budgets, we need to evaluate what this means for advertisers and how brands can benefit from VR advertising.
The capacity for Virtual Reality, combined with 360-degree video, to put the viewer at the centre of an experience such as transporting them to a holiday resort, a concert/gig or to feel like youre at a sporting event, opens up a whole new world for brands.
Anthony Batt, co-founder of virtual reality firm Wevr says: “You can see brands creating room-scale simulations where consumers will interact with branded content. For example, Airbnb could create sims for real rental properties so users could experience what it would feel like to stay there.”
However, advertisers need to tread carefully. Because of its immersive nature, consumers will be much less forgiving of a bad VR ad and it’s also costly. Along with creativity costs, VR requires a fair amount of forward planning due to the film-making restrictions and the lengthy post-production process. However the opportunities are endless. Just think about it. Of course there’s gaming, but there’s also the entertainment and marketing opportunities, and brands have also adopted the medium for more utilitarian purposes. For example, Ford is using VR to help product development using their “Immersion Lab”; Toyota incorporated VR into its TeenDrive365 campaign to educate teenagers about the dangers of distracted driving – seriously useful; and Samsung plans to help people conquer phobias, such as public speaking or heights, with its upcoming technology.
It’s pretty cool right!