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Brands Look Far and Wide For a Niche in Virtual Reality

According to Robert D. Hof, writing for The New York Times, advertisers and agencies are hoping that virtual reality will be the next medium for influencing consumer purchasing behavior.  This article considers what types of ads are most likely to work on virtual reality platforms.

Devices that enable consumer interaction with virtual reality are becoming increasingly common. According to this article, virtual reality headsets, such as the Oculus Rift permit viewers to navigate three-dimensional videos and animations. In addition, virtual reality movies, shows, and stories are on the horizon.

According to Adrian Slobin, global innovation lead at the digital agency SapientNitro,

“VR is a way to create intense moments and rich, enveloping experiences that can help bolster a brand’s story.”

Among the points discussed by Hof:

-Advertising that occurs inside other virtual reality content will play a major role.

-The most effective ads will probably be interactive.

-Virtual reality apps that provide utility, such as virtual test-drive apps for car manufacturers, may attract consumers.

-The opportunity for native advertising exists.

Challenges related to virtual reality campaigns include:

-Uncertainty about the type of programming, besides games, that will catch on in virtual reality to provide a place for advertising.

-It is difficult to predict the form the advertising will ultimately take without a consensus on the type of content that will succeed in virtual reality.

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