High spend, high reward. Ultimate flexibility with how products are presented, and a teleportation of the user into your narrative. Ultimate flexibility with narrative, and high-end client retention are benefits of this medium. Virtual reality advertisements have been found to increase levels of presence when the experience is a narrative rich with clear branding.
There are multiple forms of VR advertising. Sponsorship requires little effort on the part of the brand. Advertisers can request virtual objects be placed into an experience, where 3d models and 2d art can be turned into virtual objects quickly. These objects can be inserted by paying game/metaverse developers. The virtual goods can be offered for free or for sale. In this sense, the traditional advertising techniques and marketplace leak into the metaverse. Exclusivity, word of mouth, traditional paid advertising spots, custom-built experiences that excite users, and practical B2B experiences thrive here.
Tima Miroshnichenko
Industries
- Automotive
- Luxury Products
- B2B products
- Hospitality and Tourism, immersive tours (Veer, VR social digital twins, 360 photos.)
- National food brands (in-experience advertisements for food, beverage which can be delivered to users in major cities)
- E-commerce
- consumables
- Gaming: sponsored experiences (VR gamers want new and exciting games, why not sponsor them if high-end users are your target?)
- Architecture projects such as renovations
- Events
- Fashion
Ideal VR ad targets and conditions
- National/International campaigns
- Brand image boosting campaigns
- High-end Users
- Early adopter products (gadgets)
- Immersive Storytelling (narrative)
- High spend budget
Apparel:
There are in-store and show-floor VR experiences deployed in the world today. Such as this demonstration of hiking shoes from Merrell. They stressed “4d elements” such as wind, and shaking ground to be important to this experience. The use of show floor space and virtual space allows for B2B or shopping experiences that increase brand favorability and drive higher sales. The research on the subject called this factor “increased purchase intention.”
Retail has been a part of the metaverse for a long time, letting users choose what their avatar might wear and purchase those items of apparel with real money. Recently, these purchases can convert into real-life clothes being shipped to your door! The future for VR apparel is bright
B2B:
There’s incredible utility for VR in the B2B space. VR experiences are great for boosting sales success rates with luxury clients. Getting to try products at conventions and in workspaces which are hard to bring to those spaces are some of the best applications, such as ANA’s show-floor demonstration of their redesigned cabins for first class business travelers.
Show floor B2B experiences such as Air Nippon Airlines found that brand favorability increased
after users experienced their airplane cabin in VR.
Automotive:
The automotive sector is a perfect fit for customizable options and advertising the benefits of an interior.
Cadillac and All Things Media teamed up to create an experience that allows users to customize their virtual vehicles to order.
All Things Media and Cadillac created a Virtual Showroom to demonstrate the power of this level of interactivity. High-definition models of
cars and customizable lighting, interiors, paint jobs, and more make this project stand out. The luxury market already has the funds to
create this type of media, and soon the technology may become cost-effective for smaller brands. This performant example has benefits
to both the user and manufacturer. The user is allowed to choose from a wider variety of customization, and the manufacturer can
construct the customized vehicle to order without surplus stock. This is an element of the virtual economy that will increase productivity and save on brands’ bottom lines.
Create VR experiences if you have a luxury product or an immersive experience of your product which you can’t bring to the user easily. Use this technology to wow the customer with the experience.