Advertising In VR and AR Still Faces Barriers
A study by Vibrant Media shows consumers are still reluctant to accept ads in VR.
Advertising tends to be something of a controversial issue. Though companies, brands and advertising agencies are keen to tap into the virtual reality (VR) and augmented reality markets, there are still barriers to overcome before advertising on VR/ AR and 360-degree content becomes commonplace, according to research by Vibrant Media.
The study by Vibrant Media identified the plethora of software and apps that offer various types of VR and AR content as being one of the largest barriers towards getting consumers to view adverts in the AR and VR sphere, as users confusion was found to contribute towards not knowing where such content would be found. Also cited as a significant factor was concern over adverts using up mobile data allowance. With the rise of data caps, particularly in the USA, this was of significant concern to many users.
The study found that users were far more likely to engage with VR/AR advertising if it was presented in a familiar fashion, such as in a web browser, requiring specific apps to access certain content meant that content was only ever viewed by a small segment of consumers.
With regards to what type of advertising was preferred by consumers, the study showed that customers were much more likely to prefer content by holiday companies or TV and Cinema companies. In essence, adverts that came closest to delivering content, or that allowed consumers to ‘try before they buy’ were the ones most likely to receive widespread approval from consumers.
Vibrant Media also found that consumers tended to prefer 360-degree content that had been created by friends and family. The rise of affordable 360-degree cameras and editing software has clearly contributed significantly to this.
Craig Gooding, CEO and Founder of Vibrant Media said: “VR and AR creatives in both the content and advertising sectors need to learn these lessons quickly or both consumers and brands will miss out on the benefits of immersive digital content. The VR and AR ads that achieve optimum scale and impact are both app-free and accessory-free, and are distributed natively from within the trusted, contextually-relevant and brand safe content consumers access via mobile browsers.”
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