Five Reason Why Virtual Reality Is Going To Drastically Change Advertising
Virtual reality is the new big thing brands are jumping on. In this opinion piece Nathan Fischer, trading manager at media agency OMD Sydney reckons it’s going to be a massive shift for adland. Here are his reasons why.
Media and advertising, like technology, is an ever evolving, dynamic environment which has many facets, sub facets and specialties attached to it, with innovation usually positioned at its core. It is not surprising that with the rise of digital advertising in the 1990’s and programmatic trading in the latter part of the 2010’s, we are now experiencing yet another evolution of the ever expansive, dynamic wing of digital advertising: virtual reality.
With each iteration or subset of advertising technology we see entering the industry, proponents of said industry are also exposed to (in some cases) drastic, exciting and sometimes never before seen changes. In each instance these adaptations or advancements have the potential to change how media or content is consumed. And as a result, how advertisers differentiate themselves and evolve their corporate strategies to proliferate their brand, drive performance and advocacy, and stay relevant in the eyes of the consumer.
Virtual reality offers something different, and below are five reasons why I believe it will change the future of marketing:
- Differentiation at a personal level – VR has the power to shift the orientation of a user or potential customer from simply being an observer of a brand, as is the case today, to being placed in the centre of the brand’s world.
- An immersive experience vs bystander – With the advent of VR, brands have the power to create even more powerful, immersive, persuasive experiences that engage a user’s emotions and full range of motion. This is in contrast to the current environment, where a user is sitting in the proverbial football stands rather than being on the field!
- Familiarity through native first integration vs intrusive and obstructive media – It is now possible for brands to create a positive, brand-led experience where they can integrate their content or advertising amongst a wider experience. This may provide the user a platform of familiarity and comfort, and allow them to explore a virtual world at their own leisure by choice – resulting in a more welcoming, seamless journey.
- Leveraging low barrier access, curiosity and clever, seamless integration – As with most new technologies and shiny things, curiosity will be piqued, and with clever, seamless integrations brands will be able to connect with their customers in a unique way, that will drive higher levels of engagement. Additionally, as this technology proliferates, the economies of scale will allow for more competitive pricing resulting in (potentially) widespread adoption and access.
- Effect of VR on other media mediums such as TV (shared experiences), Digital in general and online Shopping – VR has the potential to fundamentally shift the way users watch their favourite TV shows or movies, as well as their online buying behaviour. For example, a user could be brought to an online shopping centre or store where, through the VR platform, they can see how a new jacket or watch may look before buying.
Another example could be shared experiences through TV viewing, i.e. whereby virtual rooms are created for friends or family who reside in different locations to experience the show “together”, allowing them to discuss the show in real time.
All of the above touch on the real world effects that VR imparts on a user all while they are in the privacy of their own homes or in public. Virtual reality unveils opportunities for advertisers to engage the right potential customers at the right time. Using data and technology as their rod and sword, VR will help to drive advertiser goals, such as brand association, advocacy, familiarity, performance and relevance in an evolving, dynamic digital marketplace.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.