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VIRTUAL REALITY

VIRTUAL REALITY

Why Virtual Reality Now?

  • WHAT IS VIRTUAL REALITY?

  • WHY SHOULD MARKETERS CARE?

  • HOW CAN IT HELP YOUR BUSINESS?


Virtual reality (VR) is the term used to describe a three-dimensional, computer generated environment which can be explored and interacted with by a person. That person becomes part of this virtual world or is immersed within this environment and whilst there, is able to manipulate objects or perform a series of actions.


VR was in the realm of science fiction until fairly recently when advances in technology have made VR experiences highly engaging and realistic. For marketers, VR presents a tremendous opportunity to ‘demo’ new products to consumers in a fun and interactive manner.


VR can help to drive revenue by providing consumers with the ability to ‘test drive’ or visualize the products they are considering. For example imagine you are considering buying a house and one real estate company provides 3D virtual reality tours and the other only provides static images; which do you think consumers will interact with more?

ANA Marketing Futures focuses on the innovations and trends that will shape the future of marketing to prepare brands for the challenges and opportunities that lie ahead. Virtual reality technology has become portable and inexpensive enough for marketers to consider using it to create completely immersive interactive experiences to surprise and delight consumers. We spoke to marketers and experts across industries to get their opinion on the value and viability of this emerging trend.

Virtual Reality Expert Insight

“As with all new technologies, the most important question to ask is why the experience is better in VR than another media, such as video. Since the cost of developing in VR is still relatively high, and the reach is not massive, it’s important to have a clear purpose in mind and a vision for the world you are trying to create in VR.”

Rori Duboff

Managing Director of Content Innovation, Extended Reality 

Accenture

Virtual Reality Expert Insight

Rori Duboff

Managing Director of Content Innovation, Extended Reality

Accenture

“As with all new technologies, the most important question to ask is why the experience is better in VR than another media, such as video. Since the cost of developing in VR is still relatively high, and the reach is not massive, it’s important to have a clear purpose in mind and a vision for the world you are trying to create in VR.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content 

Want to take a deeper dive into VR? ANA Members have access to brand stories, case studies, and expert webinars you won’t find anywhere else.

Lockheed Martin: Field Trip to Mars

ANA. September 2017

Lockheed Martin brought the first generation that will walk on Mars closer than ever to the Red Planet via the first-ever group virtual reality experience and used their excitement to spark a passion for space across the nation. The brand changed how VR is experienced, shifted the Mars conversation and got noticed by the innovation and technology community.

Virtual Reality

ANA. June 2018

It should come as no surprise that using virtual reality (VR) to engage with consumers is the next big trend in the marketing and advertising world. According to a report by Goldman Sachs, the VR and augmented reality (AR) market will reach $80 billion by 2025. While adoption among consumers is still gaining traction as more affordable devices reach the marketplace, brands are using VR to create custom immersive experiences that range from 360-degree gaming environments to exploration of a travel destination to a deep-dive demonstration of an automobile interior.

 

Miracle on the Hudson: An Aerial Virtual Reality Experience

ANA. September 2017

To promote the film Miracle on the Hudson, Warner Bros. created an aerial virtual reality (VR) and 360-degree experience which recreated the flight path and landing of flight UA1549. The video gained 3.9 million views and helped the film gross $240 million worldwide.

 

Be sure to visit our full virtual reality content library for more great resources!

Get ANA's Virtual Reality Report

Virtual reality technology has become portable and inexpensive enough for marketers to consider using it to create completely immersive interactive experiences to surprise and delight consumers.

 

ANA Marketing Futures spoke to marketers across the industry to weigh in on VR, and created a guide to help brands better understand VR, and learn how to develop immersive, unforgettable experiences for customers.

Download the full report today!

Download the full report today!

ANA Marketing Futures: Our Story

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business. 

About the ANA

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes nearly 2,000 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually.

 

Learn more at ana.net

 

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