Brands Look Far And Wide For A Niche In Virtual Reality
Even in virtual reality, it seems, there will be no escape from advertising.
The Oculus Rift, which is owned by Facebook, won’t be available until early next year, but many of the two billion consumers worldwide who own smartphones can already try out virtual reality on the cheap with Cardboard, a device from Google that folds into a viewer with a slot for a smartphone. As more devices come to market with the aim of making virtual reality more commonplace, advertisers and agencies hope virtual reality will be the next great medium for persuading consumers to buy stuff.
For now, marketers are producing mostly eye candy in their own apps and on YouTube’s #360Video channel. But with virtual reality movies, shows and stories coming soon, the question is what kind of ads, if any, will work on the platform.
Companies including Coca-Cola, Volvo and HBO are struggling to figure that out. So are publishers like Facebook, which introduced 360-degree ads on Thursday, including video ads from AT&T, Nestlé and other brands. The first obstacle is that it is not yet clear what kind of programming besides games will catch on in virtual reality to provide a place for that advertising.
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Virtual reality has been a hot topic of late, with even the retail sector coming to the party. However, a report in the New York Times questions how brands can actually find ways to advertise with the medium.