Bringing a New Wave to the Advertising World Virtual Reality

Virtual Reality (VR) is expected to bring the next wave of change to the advertising world.

According to Ad Age, Coca-Cola offered a VR corner during the 2014 FIFA World Cup Brazil in June, allowing visitors to experience Maracanã Stadium, the venue for the final match. Entering a booth modeled after a player's locker room and putting on goggles let them step onto the pitch and stand on the field in virtual reality.

U.S. cable giant HBO prepared a 90-second VR experience to promote the TV drama "Game of Thrones." Entering a box-like space enclosed by bars while wearing goggles allowed participants to experience the thrill of ascending a 700-foot ice wall via elevator (photo shows a scene from the drama). The experience is currently touring globally, including stops in Oslo and Belfast.

Nissan Motor set up VR corners at the Tokyo Motor Show last November and the North American International Auto Show in January, allowing visitors to customize the concept car "IDx" to their liking.

Leading the development of VR technology, including 3D goggles, is Oculus Rift, adopted by Coca-Cola and Nissan. It made headlines in March with Facebook's $2 billion acquisition. While Facebook CEO Mark Zuckerberg hasn't revealed specific plans for the VR field, he stated, "We want to use Oculus technology in the social space," and expressed hope for developing a consumer model "as low-priced as possible."

Meanwhile, Sony and Samsung are also planning consumer models of VR goggles. Market research firm Markets and Markets predicts the VR and related device market will grow to $1.06 billion by 2018.

David Sackman, CEO of Lieberman Research Worldwide, which established a new "VR Applications Division," expressed optimism, stating, "VR is a technology that engages the subconscious and the senses." Chris Milk, the video director who created VR content to strengthen Ford's luxury Lincoln brand, stated, "A common mistake in the early days of a new medium is to carry over the usage patterns of traditional media. VR is an entirely new platform that directly impacts both physical and mental senses."

Source: Ad Age
Virtual Reality: Advertising's Next Big Thing?
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