Vibrant Media are hoping to use the recent ‘Insperience’ trend to change passive consumers into active participants when it comes to marketing and branding using virtual reality (VR) and augmented reality (AR)
Vibrant Media believes there is a strong demand for this. Their research team say that seven out of ten media planners and buyers want more AR and VR adverts incorporated into digital marketing campaigns. Half of the media agency executives surveyed expect the interactivity of VR and AR will reduce the use of ad-blocking.
Founder and Executive Chairman of Vibrant Media, Craig Gooding, had this to say; “Vibrant 360°/VR is the first product in our insperience range, as 360 degree VR technology is the fastest growing segment within digital media right now. We’re also seeing strong demand for VR products from media agencies. Our researchers also found that one in ten of planners and buyers have their own VR headset or viewer they can use to experience VR ads, and one in five of them are open to the possibility that VR will be better than the real world.”
“However, our follow-up to Vibrant 360°/VR is a new AR product we’ll be adding to our insperience offering very soon. Consumers merely observe brand experiences. Insperiences involve them. Insperiences go far beyond enabling consumers to control brands’ digital content. Using very accessible app-free AR and VR technology, insperiences place consumers and their real world lives within branded digital environments. Without the need for additional applications on their device insperiences enable consumers to see themselves within the brand, to become personally connected to and part of the brand.”
At VRFocus we’ve covered VR/AR adverts before and it is clearly an area in considerable development so we will likely be writing about it more in future. It remains to be seen how consumers and users will react.
As always, VRFocus will keep you up to date with developments.