As the advertising marketplace becomes more cluttered and young consumers opt out of receiving marketing messages, brand experiences are increasingly important. Virtual reality (VR) fully engages users in a digital word, without the distraction of competing screens. After years of promise, it looks poised to become a viable mainstream marketing tool with global communications brands such as Facebook and Google investing in virtual reality platforms and headsets.

Definition

Virtual reality marketing immerses consumers in a 360-degree digital environment. Today, VR is most commonly experienced via a headset (also called head-mounted display). It's important to distinguish between Virtual Reality and Augmented Reality. While the former immerses the user in a totally virtual world, the latter is the integration of the physical, real-world environment, with computer-generated digital information such as sound, video or graphics.

Key insights

1. 5G will enable even richer VR experiences