What is the state of AR and VR technology in advertising?
In the modern day and age, customers are looking for authentic, personal and immersive advertising experiences. Many people have confessed their dislike for pop-up ads, banner ads, pre-videos, modals, scroll-throughs, and other forms of marketing techniques that have been in use in the past decade. Advertisers have witnessed a persistent rise of ad blockers, and it is for this reason that they are looking to evolve and enter into the world of virtual reality and augmented reality advertising.
As technology changes and advances, advertisers must adapt to these changes and prepare for the future to remain relevant. VR and AR have become some of the most powerful marketing tools that advertisers can now use to create authentic ad experiences and become more relevant than they have been in the past decade.
What is AR & VR marketing and how is it being used?
VR and AR technology in advertising entails giving customers an immersive experience of brief ads which are included in videos or games. With this technology, advertisers create short 5 to 10-second ads which are relevant to whatever they are playing or watching, and the VR user almost has to view them during their VR session. Marketers have a unique opportunity of developing ads that people don’t mind seeing, and most big companies are already undertaking this.
Youtube and Facebook are some of the big companies experimenting with 360-degree ads which are being placed both on the desktop and app versions of their sites. The great thing about these ads is that they are really engaging and therefore users don’t mind watching them.
Companies such as Virtual Sky are currently dedicating their efforts to create virtual reality advertisements. They offer two types of ads namely: sponsor ads and experience ads. Sponsor ads are short 5-10 second adverts that play when a VR user launches an app or opens certain VR content. Experience ads are 10-30 second ads that play at breaks, such as in between one game level and the next one. These ads are beautifully done and load fast. They are also short, immersive, and excellent in passing the ad message.
Advertisers are also considering less intrusive marketing ways similar to what is commonly done in movies. A good example is subtle product placement right in the middle of VR content, without taking the user away from the immersion at all. A good example is when you are watching something related to office layout, and then right on the office desk, an NZ Herald newspaper catches your attention.
VR and AR can be used in many ways by advertisers to drive ads. However, marketers have to be keen and do it right at all times. Stakes are higher with VR technology than un-enticing mobile ads which users can easily jump/click out of.