The travel industry has plenty to gain from augmented reality (AR) and virtual reality (VR) advertising, according to research from Vibrant Media. In its survey of 3,000 respondents across the US, UK and Germany, Vibrant found that almost three-quarters would find exploring travel and holiday destinations via VR and AR immersive ads to be a compelling proposition.
Entertainment marketers might likewise find a receptive audience for their immersive advertising, as close to two-thirds of respondents would find it very or fairly compelling to experience event such as a concerts, exhibitions or sports using these new applications.
Other immersive ads that a majority would find compelling include:
- Viewing a property, such as hotel room or house for rent or sale (63%); and
- Driving or piloting a vehicle (56%).
The potential for VR applications in the automotive industry has popped up recently in other research, too. In its Cars Online 2017 study, Capgemini found that roughly 6 in 10 people surveyed across 8 countries say that besides traditional methods of research, they’d like to use VR presentations when searching for information about vehicles.
Digital Entertainment Experiences Have Appeal
Despite the potential for AR and VR ads, people rank them below immersive experiences from other types of companies. In ranking 8 different types of content experiences, respondents ranked experiences from brands, shops and advertisers such as Unilever, Proctor & Gamble, L’OrÃ©al and Volkswagen 6th on the list. Advertising-based experiences ranked ahead of only social media companies and newspapers on this measure.
Instead, when it comes to immersive content, people are most interested in experiences provided by film makers and cinema companies, followed by on-demand TV and film companies such as Netflix and Amazon Prime.
Consumer Education Needed
The biggest obstacles to experiencing AR and VR ads don’t relate to their availability, according to the survey’s respondents. Instead, its the need for additional software, apps or hardware to experience them, along with a lack of knowledge about where to find such ads.
Similarly, participants were more likely to say that their inexperience with these ads (leading to difficulty using them) would be more of a hindrance than companies and brands not targeting them with the immersive experiences.
That brings to mind a recent report from YuMe, which demonstrated that consumers’ receptiveness to brands’ VR applications could increase once they’ve gained exposure to them.