How Virtual Reality Will Impact the Agency World
By Kathryn Watson, Account Executive
Decades ago, movies would portray the future as a place with screens appearing in front of our eyes, a place where robots would take over the work of humans and a place where technology would rule the world. Now, with ever-changing technology, virtual reality may bring us into this future relatively soon. Virtual reality is an interactive form of technology that allows its users to go anywhere and do anything at any time. Most commonly worn as a headpiece, virtual reality devices provide people with an immersive experience that will lead their brain to the unimaginable.
Currently, advertisers rely heavily on popular social media channels to reach their target audiences, but before the Internet, advertisers relied on print sources such as newspapers and billboards. With the introduction of virtual reality to the public, there will most likely be a major shift in the way that advertising will be done.
People are lazy, but with virtual reality, people can be virtually transported to different places without even moving. Therefore, a person could be sitting in their house, yet be interacting with products as if they are in real life. This is a huge advantage for advertisers since one of their hardest challenges is figuring out creative ways to reach their target audiences.
Virtual reality will change the ways in which people consume media because instead of just being informed about a desired product or service, they will actually be interacting with products on an experimental level, while also enjoying the content. By creating 360 degree virtual reality rooms, users can interact with the advertised content in a distraction-free environment in which they can direct all of their focus towards the product.
Currently, advertisements look the same to anyone who views them; however, with the introduction of virtual reality, the user has autonomy. By choosing the direction of their own journey, they can connect to the product or service on a more personal level.
This updated technology will allow advertisers to track every little movement of their target audience such their eyes movement, brain wave activity and which products are interacted with. This information will be much more valuable than knowing how many “clicks” or “likes” an advertisement received on social media, as it will give direct insight into exactly what the customer wants.
Although virtual reality poses many advantages for advertisers in the future, there are possible disadvantages. For example, only big companies will be able to afford virtual reality which could cause a gap in the power of businesses. Likewise, only a fraction of the public will have virtual reality technology in their possession, most likely those of higher class, meaning that there may be a divide between socioeconomic classes.