Instead of watching an ad, have you ever thought about being a part of the experience?
The rise in virtual reality has sparked the curiosity of many marketers. The Interactive Advertising Bureau, a digital ad industry trade group, has said that consumers want to see more commercials they can immerse themselves in. Companies like the New York Times have paved the path towards virtual reality ads with their successful projects. There is substantial growth potential in virtual reality advertising, but this kind of technology is still a niche product.
Virtual reality hardware is still relatively expensive, and the idea of providing a more realistic and immersive experience brings high expectations. If I’m going to experience a virtual reality Lamborghini ad, I better damn feel like I’m in a luxurious car speeding down the road. Also, there’s the problem of motion sickness with viewers. Too much movement, and the experience is ruined and an attack on the senses. If a company ends up creating a VR ad that shakes as much as the film Cloverfield, you can say goodbye to your future customers.
There is a whole lot of possibilities, but it all comes down to execution. With high expectations for virtual reality, ads must be carefully crafted to cater to these expectations. Many marketers are optimistic that virtual reality has the potential to be a milestone rather than a passing fad or gimmick.