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In an increasingly competitive and fragmented age for electronic content providers-when ad blocking, alternative content channels, and decreased attention spans seriously threaten the bottom line-publishers might want to consider seeking revenue solutions less in the real world than in the virtual world. Rolling out virtual reality (VR) and augmented reality (AR) content is a good start-but especially for those digital content players that lack the resources to provide such immersive digital consumables today, hosting and creating short-form VR and AR ads may prove to be a more winning strategy in the near future.
That's the conclusion suggested by the findings of a new Vibrant Media study, "Media Planners and Buyers Insperience Survey." After polling its agency clients, the company revealed that 67% of media planners and buyers want more VR and AR ads implemented into digital marketing campaigns, chiefly to increase consumer engagement but also to help curb ad blocking (49% of respondents believe that AR/VR ads can accomplish the latter).
The survey also found that 29% of media agencies are purchasing AR/VR ads for their clients. Among respondents who have bought AR or VR ads for clients, 67% chose VR versus 17% who opted for AR. The top two priorities listed for both AR and VR are creating consumer engagement and building brand awareness. Industry verticals expected to benefit most from AR/VR advertising, per the study, include automotive, gaming, and entertainment. Fast-moving consumer goods (FMCG) and fashion are anticipated to gain the most from AR ads, while travel and property/construction verticals will likely benefit...