Jason Chebib, VP/Consumer Planning at Diageo North America, offered a reality check about virtual reality (VR) during a session at the Association of National Advertisers' (ANA) 2017 Digital & Social Media Conference in San Diego.

While this channel has been touted as the next big thing for several years, Chebib argued that marketers may be overestimating VR's immediate potential as a mass medium, while underestimating its power for other uses.

"Despite the fact that global companies like Samsung have been investing in VR for over a decade, last year, in 2016, only 6% of Americans had a VR headset," Chebib reminded the ANA assembly. "And only 1% of the 6% owned an expensive headset like the Oculus Rift or HTC [Vive], which cost around $600 and $800 respectively."

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Jason Chebib, VP/Consumer Planning, Diageo North America