Advertising in virtual and augmented reality: between enthusiasm and doubt


  • Already conclusive advertising experiences
  • Advertisement: Could Pokémon Go be the new model?

It is indeed not surprising to see advertisers being interested in this new technology, which is constantly growing and developing at a high speed, to such an extent that virtual reality is now accessible to ordinary people (for less of 10 euros you can have a very efficient Cardboard). More and more important events will soon be present in virtual reality such as sporting or cultural events (football matches, visits to museums, concerts, etc.), which can be good anchoring points for advertisers.

Already conclusive advertising experiences

In the United States, the experiences of the New York Times, Vice and Fox Sports have shown that product placements and immersive ads can work., as long as the experience itself is satisfactory. The German car brand Mercedes has shown this year that an advertisement can work perfectly in virtual reality if the quality of the experience is higher than the advertisement itself. You can see this ad below.

But virtual reality offers the possibility of redefining advertising itself, an advertisement that would be totally different from the one we already know. Indeed, we can think of virtual exhibition rooms, an immersive travel guide or even an immersion in a virtual store, and these are only a small part of future examples of advertising, that virtual reality could offer us.

Advertisement: Could Pokémon Go be the new model?

Thus, virtual reality and augmented reality have the potential to offer a whole new way of advertising. This type of advertising is already a reality as shown by the example of McDonalds, which signed a contract with The Pokémon Company, to appear in the game Pokémon Go, which caused a sensation this summer and which continues its momentum. Other companies are currently in discussion to appear showing that this type of advertising is economically viable.

Virtual and augmented reality could therefore change the way we advertise, because the product which was until now only shown to consumers could be with the consumer, in the same room, profoundly changing the way of advertising. The majority of professionals in the profession seem optimistic that virtual reality will not be just a fad, but a new medium in its own right.

Of course, some brands are still reluctant to invest in such technology, which is not yet fully anchored in our daily lives. And advertisers must be careful that the advertisement does not become more intrusive than the experience itself, at the risk of offending the consumer, and therefore of undermining the advertisement. But the main concern of advertisers remains "motion-sickness", which could be a brake not only on virtual reality advertising, but also on the technology itself.

For all these reasons, the advertising will not be massive in the next few years in your virtual reality headsets, however, these advertisements should arrive more and more, and when the technology is perfectly in place, both technically and commercially, then that time, " commercial flood Will begin.

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