philip lelyveld The world of entertainment technology

Don’t Let Virtual Reality Ads Become Virtual Prisons for Consumers

The opportunities for virtual reality marketing are unprecedented, but so too are the potential exploitations. Imagine the unrelenting, optical bombardment of unskippable VR ads -- virtual prisons of advertising -- becoming the norm. Within the confines of these promotional cells, squadrons of lurid logos would assault reluctant retinae, and saccharine spokespersons would push their products -- literally and figuratively -- from every angle. Today's attentional escape routes -- a cursory cellphone glance, a new browser tab -- will no longer be available. With a completely monopolized field of vision, the consumer won't be able to multi-task her way out.

Cheese-maker Boursin released what was essentially a virtual reality rollercoaster ride through a Boursin-stocked refrigerator. ... There is nothing inherently compelling about being trapped in a refrigerator with spreadable cheese.

By producing quality virtual content -- content that audiences pursue of their own volition -- brand claims of "empowering the consumer" might become more than vacuous middle-management lip service. 

The question becomes: Are companies willing to take these risks? The modern parallel is obvious, and it doesn't bode well for the future of VR advertising; marketers tend to invest a disproportionately high percent of their budget on interruptive advertising, rather than quality branded content. This pattern lends a disquieting layer of plausibility to the dystopian state of advertising previously envisioned.

However, if virtual reality emerges as the paradigm-shifting medium that breaks the pattern of interruptive advertising, the business and cultural dynamics will be fascinating.

See the full story here: http://adage.com/article/digitalnext/avoid-horrors-virtual-reality-marketing/301135/