With the role of VR increasing with time, advertising execs ar being drawn to the warm glow of VR. It is new, it is sexy, and people are willing to spend the money for experimental experiences.
Whether this is a wise decision or not is hard to say. Some experiences are a great applicaiton of the tech, while at other times it is a weak shell of what it could be. Experiences vary, though it is interesting to see what happens over time.
At Cannes, there were a variety of VR experiences (like the year before), though it is hard to say their impact. Yet, there is great potential. According to Dominic Collins, General Manager International at Jaunt, “technology advances such as the future of 5G and changes in media consumption habits are driving an increased use of VR and AR. In a cluttered advertising landscape, brands are increasingly returning to good old fashioned story-telling to build and measure engagement… Immersive content delivers a higher level of engagement and creative potential, on the mobile, in headset and also importantly through experiential activations.
“In today’s age, Generation Z expect brands to serve a higher purpose that extends beyond a pre-roll or a 30 second ad and so brands are increasingly looking for creative ways to highlight important messages and align with causes that matter to their audience. As this trend continues, we will start to notice content with a cause, much like the content we recently created with Diageo, which gave an interactive and first-person perspective of the potentially devastating impact of binge-drinking. By being a more emotionally resonant brand, consumers feel that they are being better understood as people and are more likely to engage and align with the message, product or call to action they are part of.”
it is interesting to see how it will develop – expect a full article sometime in the future.