According to a new study by Vibrant Media, people are increasingly interested in AR and VR for advertising.
The study interviewed 43 acting executives, of whom 76% were between 25 and 34 years old. The study found that more than two-thirds of agents (67%) wanted to see more AR and VR technologies in digital advertising.
Almost half of the respondents (49%) said that an interactive and immersive experience prevented advertisements from being blocked, while roughly the same proportion (48%) believed that AR allowed new identity for offline advertising.
However, on the customer side, VR seems to have its advantages. More than two-thirds (67%) of people who ordered AR or VR advertisements for their customers indicated that they were willing to choose VR and less than a quarter (17%) chose AR.
However, agents have different views on AR and VR success. More than half (58%) of agents said that this year, AR will be more successful than VR, and 42% will hold the opposite view.
The main goal of using media for AR and VR seems to be the same. Increasing the sense of consumer involvement is the top priority for both, followed by building brand awareness.
Hardware availability may also be one of the influencing factors, and most respondents (90%) stated that they did not have their own VR Headset.
When demonstrating company VR video, less than two-thirds (60%) of agents stated that they used VR headsets. The remaining 40% did not explain how to display their sample.
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