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SpinDistribute.com Article Directory

The following article was published in our article directory on August 21, 2015.
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Is VR for PR?

Article Category: Business

Author Name: Samuel

Virtual reality has been predicted as the next big thing in the world of entertainment and in the world of advertising. The developments in VR made the technology �palatable� for the world of branding and advertisement. The once forgotten technology in the 1990s has been recently reborn and remade, making its first step into the world of gaming. However, this is likely to change as marketers and advertisers are seeing the technology of virtual reality in a new light. In the recent Ad:Tech in San Francisco, marketers and advertisers are already hailing the potency of virtual reality technology as an effective communication medium. But challenges are still creating chasms that separate the immersive world of virtual reality and the world of marketing.
Chasms and barriers
Internet and television advertisements have a passive push approach to people, thus requiring them to tolerate the ad while waiting for their video or television program. Meanwhile, the virtual reality advertisement requires a seductive pull because people make a conscious effort to invest their time in participating in a virtual reality experience. This poses a big challenge as virtual advertisements should make the immersive experience engaging and unforgettable. Otherwise, virtual reality as an effective communication medium will be in danger of saying goodbye at such an early stage. But innovators and visionaries are stepping in to change the storyline, attempting to make virtual reality advertisements as engaging as virtual games are.
Bridging the gap
Retinad, a company co-founded by Samuel F Poirier and Anthoy Guay are one of the thought-leaders seeking to bring the immersive world closer to the advertising and brand world. Their virtual advertising technology and analytics platform are indispensable tools for advertisers and application developers who wish to engage their users and consumers in engaging and memorable virtual reality experience. While the aim is to monetize, experience is foremost.
Catalyzing change
Retinad is bringing a pre-roll approach which presents users with an immersive advertisement at the start of the immersive game or experience. The commercial which can be a photo or a 360 degrees video are included with gaze-based action points wherein users can control the ad while they are enjoying their virtual application. Although the ad is an immersive experience, the company boasts that it does not hinder the virtual game or application experience of the users. This distances them from those annoying and invasive advertisement banners seen in the computer simulated world. Moreover, the company offers an analytics tool which provides heat-based maps. These heat-based maps which are represented through colored blotches are representations of the user�s gaze. By doing so, game developers and advertisers can have a deeper look into the behavior of their targeted market.
Virtual reality as a medium for advertising is still relatively new but developments are trickling in fast. In the limitless world of technology and in the vast realm of imagined world, virtual reality can be an effective medium for PR and the brand world.

Keywords: Samuel F Poirier, Retinad, Virtual Reality, Advertising,

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