2017 is expected to see a large push for Virtual Reality (VR). With VR becoming more appealing through upgraded technologies, this new medium is less of a sci-fi obscurity and more stylistically accessible.
“Today, we’re looking at things from a video game engine experience,” promoted Trevor O’Brian, CTO of Deutsch. “If we look at what is happening today, video games drive the purchase of the device, right? So the content needs to drive the purchase of the device. It’s in the hands of content creators.”
In the same sense that drove various “console wars” such as Xbox and Playstation, VR will be presenting itself as a frontier for new experiences. The essential “path” that video games follow will be taken back to give users a more diverse experience as they pioneer the medium’s landscape.
As for how traditional digital methods are concerned, this new frontier will bring about a more creative focus. The presence of a fully immersive environment opens doors to think outside the box, and with VR acting as a catalyst of sorts, it’s beginnings will feature a “sideways” approach to content.
“View thru’s and how long you viewed it, that’s the wrong way of measurement. If we end up back there in terms of how to effectively measure VR, then we failed. What we should be looking for is the quality of content.”
How VR companies will rate the successfulness of content is still up in the air, but it is still important to look at in terms of advertising. By creating a fully immersive world, the ability to slide advertisements in front of users should be more subtle. Instead of having a pop up while climbing a volcano in Hawaii, users might witness a billboard promoting a specific brand based on their preferences.