How virtual reality is reshaping digital advertising

Virtual reality (VR) allows users to experience virtual worlds in real time within their immediate physical environment.

By providing customers with experiential brand demos, VR in digital advertising can change the way people create and view ads.

Marketing through digital platforms such as websites, social media, mobile apps, emails, and search engines is digital marketing. As a widely used means of marketing and advertising, digital marketing has proven to have considerable influence on target audiences. However, using social media to promote products, services, or brands can also be intrusive and inconvenient for customers. Virtual reality technology in digital advertising promises to overcome these issues, and others like it.

The role of virtual reality in digital advertising

Virtual reality complements digital advertising by showing users almost any product or transaction in three-dimensional form. Virtual reality not only adds depth to the content that advertisers want to publish, but also provides viewers with a real-time immersive experience. The technology allows companies to interact with customers, display facts and figures, and stimulate instant feedback. Therefore, companies have begun to use virtual reality in digital advertising to improve the relationship between companies and consumers, as well as effective brand marketing.

Virtual reality in marketing allows for a shift from real-life depictions to achieving abstract perceptions to enhance customer engagement. Here are some of the ways virtual reality can benefit a business or brand’s marketing strategy.

1. Immersive content replication

Seeing is believing. Virtual reality uses simulation technology to provide users with a real-time view of the product. 360-degree panoramic images are always better than two-dimensional pictures and infographics. They can not only help potential customers understand the product but also help them make an informed decision. Oreo, a well-known cookie brand, uses VR technology to advertise its new chocolate sandwich cupcake flavored cookies.

2. Virtual laboratory experience

VR can also be used to build virtual showrooms for a better retail experience. Brands like Marks & Spencer and Alibaba's Buy+ are investing in software that provides customers with a virtual tour of the store, allowing them to experience shopping indoors. This software can help customers walk through the aisles of the store, check and compare different products, try them on, and finally buy. It helps save logistics, improve inventory and stock management, and enhance customer service.

3. Interactive character elements

Another way VR is revolutionizing advertising is by promoting entertainment. The best example of this is Warner Bros.’ IT-FLOAT. The trailer for the film used a cinematic VR experience and 3D sound technology to give audiences a first-hand experience of interacting with Pennywise the Clown.

As consumers increasingly use digital devices, virtual reality is here to stay. By creating experiences, rather than just ads, VR can help build stronger relationships between brands and customers. Therefore, brands need to be more imaginative and find ways to incorporate VR-based advertising strategies into their business.