Virtual Reality Is Becoming the Next Great Storytelling Canvas – Brands use it to strengthen consumer relationships
In the current state of modern media, where ad blocking and viewability have emerged as major challenges for the ad-buying community, the immersive nature of VR offers some unique advantages. That said, establishing a scalable (and seamless) ad model will be vital in ensuring ongoing investment and exploration. In my view, the most elegant path forward embraces a native marketing sensibility that emphasizes both context and creative. Plus, focusing on native content experiences allows for more organic social engagement.
For brands, the temptation to explore the creative boundaries of this immersive technology will be more than challenging to resist. And while "empathy" has emerged as the new "authentic" in content marketing circles, the fundamentals remain the same: Respect your audience, deliver tangible value and clearly establish your editorial authority to best preserve the long-term vitality and integrity of the canvas.
See the full story here: http://www.adweek.com/news/advertising-branding/virtual-reality-becoming-next-great-storytelling-canvas-172797