Will Virtual Reality be the next Betamax or 3-D TV? Not according to advertising forecasts for the coming year. While not every new technology has sticking power, VR already has big brands clamoring to figure out how to make use of it in advertising.
According to HotwirePR:
As our customers demand more experiences and less linear communication, VR will become a key trend for 2016. The hardware will become pervasive as a result of the gaming and entertainment community, but it will be the content creators and communicators who ensure the platform bleeds into all walks of life, not just gamers.
Ad agencies around the world are testing the software and design of VR products to integrate advertising into the user experience. The goal for marketers and brands will be to steer clear of boring and traditional banner-like placements, which we’ve grown accustomed over the past decade and readily dismiss.
Travel and real estate lead the way
Travel agent Thomas Cook has already opened pop-up virtual reality experiences of its vacation destinations. Airlines are also vying for ways to give consumers a VR experience of what it’s like in the first class cabin. Imagine flying in a private cabin with a virtual reality experience. Or if you’re stuck in economy, perhaps you can pretend your elsewhere. Real estate is likely to quickly take advantage of the immersive advertising possibilities as well.
Creating empathy virtually
In a more harrowing VR experience, individuals may be able to experience the site of a natural disaster, helping to fuel their desire to send their dollars to what is now a more tangible cause. Amnesty International proved the potential for this with a pop-up stall that used VR to give people the experience of ten minutes in the life a Syrian refugee. The impact on viewers and the social media buzz made it clear that VR is here to stay and we’re only just beginning to imagine the possibilities.
VR is likely the next frontier of storytelling. It’s just up to advertisers and marketers to maintain a high level of creativity when venturing into virtual. We can’t wait to see where this reality can take us!
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