The future of VR is branded content and utility

Brian Carruthers

This article explores views around the use of virtual reality as an advertising medium.

The hype cycle is getting faster. Mobile held "The year of ..." title for several years in succession, virtual reality (VR) managed only one year and has already been superseded by artificial intelligence. But VR hasn't gone away – the tech giants haven't invested huge sums on a whim. The foundations are currently being laid for what they expect will be a mass market audience, according to Nigel Gwilliam, head of emerging technology at the IPA.

Even if headset sales have underperformed expectations – some 6.3 million were sold in 2016 against a predicted 9.6 million – they are still...

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