Archives for March 2017

Digital advertising is changing: virtual reality and augmented reality marketing strategies have matured to a position of true viability so that marketers can offer consumers far more entertaining, compelling and immersive ad campaigns that inspire personal affinities with brands.

There’s a new excitement in the marketing industry. We’ve been in a stage where many people in tech, strategy, brand management, media planning and buying have been dealing so much with the problems faced by digital advertising – using data and metrics, managing mobile, viewability, ad blocking, ad fraud, user experience and more – that much of the fun of digital advertising has fallen by the wayside.

Fundamentally, new creative approaches and radical marketing tactics have taken a back seat, leaving many consumers uninspired by the ads that they’re served. But now, virtual reality (VR) and augmented reality (AR) marketing strategies have matured to a position of true viability so that marketers can offer consumers far more entertaining, compelling and immersive ad campaigns that inspire personal affinities with brands.

AR and VR ads bring new levels of functionality to advertising that mean consumers will interact with brands in whole new ways. They’re not just advertisements as we’ve known them previously, whereby consumers simply observe commercial information that’s presented to them. AR and VR ads enable people to virtually experience products and services. They can try on make-up and clothes (see video below); attend a pop concert; look around a holiday resort; or be a character in a branded game – and they don’t need to visit a store to do so.

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You can read the full article by Vibrant’s Founder and Executive Chairman Craig Gooding here, as featured in Global Marketing Alliance

Marketers are drawn to immersive technologies like augmented reality (AR) and virtual reality (VR), but when it comes to actually buying these ads for clients, a majority have yet to do so.

According to a February 2017 survey of US agency executives by Vibrant Media, more than three-quarters of respondents said they haven’t purchased VR ads for their clients. And almost nine in 10 hadn’t purchased VR ads.

That was the case even though the survey found plenty of enthusiasm for the technologies. Vibrant asked the executives which digital marketing channels consumers find compelling, if at all. For the most part, VR and AR ads were noted as “very compelling” marketing channels, cited by close to half of respondents.

There are a variety of obstacles to overcome for more of these marketers to commit advertising dollars to AR and VR. The first is the size of the audience.

For example, just 16% of internet users polled last August by YuMe said they had used virtual reality. Only 9% of respondents said they had experienced augmented reality.

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You can read the full article here, as featured in EMarketer

Agencies see value in augmented reality advertising, while clients appear to be leaning toward virtual reality.

Overall, there seems to be general interest in adopting both AR and VR into advertising, according to a new study by Vibrant Media.

The study, comprising a survey of 43 agency executives, 76% of whom are between 25 and 34 years old, found that more than two thirds (67%) of agencies want to see more AR and VR in digital advertising campaigns.

Almost half (49%) said interactive and immersive experiences can prevent ad blocking and about the same (48%) said they believe augmented reality has given a new role to offline advertising.

When it comes to client work, virtual reality seems to have the edge. Of those who have purchased AR or VR ads for clients, more than two thirds (67%) said they went with VR and less than a quarter (17%) were AR.

Overall, there seems to be general interest in adopting both AR and VR into advertising, according to a new study by Vibrant Media.

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You can read the full article here, as featured in Mediapost

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.”

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You can read the full article here, as featured in VR Focus