According to Google, global search interest on virtual reality grew 4x last year. Google states, “The promise of VR is what the industry calls “presence” — the feeling that you’re really somewhere else.” As a nod to the fast-paced consumer adoption of VR technology, Google developed Google Cardboard which allows users to participate with virtual reality in an easy, inexpensive way. After obtaining a cardboard finder, you can use different apps to experience virtual reality from your own home.
A few examples of existing VR apps:
- VR Roller Coaster
- Jurrasic VR
- VR Space Adventure
- Aquarium VR
- Sites in VR
The proliferation of this technology begs the question, how can advertisers work within a virtual reality environment to drive consumer results? The answer lies in creating a relevant consumer experience that can enhance a potential customer’s perception of your product.
- Perhaps you are looking for cars online at home. With VR, you could experience test-driving a car before actually visiting a dealership. Take a sneak peek at the car and enjoy a fun little virtual spin through the city.
- Imagine you are a resort trying to entice people to visit your destination. You can bring the experience to them. Let them jump into your world where they are at the beach taking in the sun and the sand in paradise. Show them your amenities and all the delights that your resort has to offer.
These positive brand experiences can increase overall purchase conversion. They can also serve to support engagement with other, paid advertising campaigns. Consider the possibility of making VR engagement the call-to-action within your paid execution. The ways that brands communicate and interact with their potential customers is always changing. As VR technology continues to flourish, it will be interesting to watch the evolution of its role in advertising.
