Virtual reality is really making a name for itself, and many of the world’s largest companies are now taking in. However, when brands begin to spend money on Virtual Reality, it asks the question about how marketers should also consider the technology.
There is one thing that could be said, and that is thirty-second adverts will no longer be the most effective ways for brands to use it.
In reality, it seems as though marketing could move in the direction of sponsored entertainment that contains VR-sponsored content as well as integrating brands seamlessly into stories, and this is because viewers have the option to decide how they view the content. Companies could make it possible for viewers to immerse themselves into the content by triggering engagement so that their experience is heightened, but then they can take themselves back to the story.
This form of storytelling could completely transform the world of branded entertainment. It can give users the opportunity to zoom in on products and get the feel of them, just like in real life. Can you imagine experiencing the new iPhone 8 before the actual physical release?
This kind of captivating content is perfect for VR because if brands can connect with their customers by creating new experiences that customers can immerse themselves in, then they could have hit a goldmine.
- Can you realise how much time & money can businesses save by gathering early feedback from potential customers by showing product prototypes in VR? This would allow companies to minimise the chances of the real product being disliked by the purchasers.
- Can you see how developers and designers can ensure the best possible user experience? VR would allow them to easily A/B test their products and see which one performs better.
The massive shift in its use and the way it has been adopted by marketers highlights its prominence. The days of traditional storytelling are changing because VR content can boost the image of a brand and the way in which it is perceived.
Virtual Reality is all about intensifying the impression of reality because it heightens the senses and delivers an experience that is completely immersive. If it makes the users feel like they are there and feel like what they are experiencing is real, then this could quickly drive the interest for a new product, and eventually, drive the brand forward.
Current advertisements that can be seen online are currently working well, but the whole experience can be flipped on its head if it is developed for VR. The ability to use head tracking will take engagement and remarketing to a whole new level, and this proves that sponsored entertainment and Virtual Reality could walk hand in hand. If a marketer brings together branded entertainment, interactive video and Virtual Reality, then they will be successful to the point that goes beyond anything they could ever imagine.
Marketers could find it difficult to get their VR content discovered, and so they will have to use a different approach. Currently, users can see the content through downloading an app. For brands, this approach will not work, and so they are likely to go native with the route that they take by appearing as playlists or dedicated menu options as well as channels with dedicated VR content.
This will certainly make necessary for marketers to really focus on the content that they create as well as the experience that the user has. If they get this right, then Virtual Reality ads will fast become the most potent trend in the world of marketing.