How virtual and augmented reality ads improve consumer engagement


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).