Inventory of four VR advertising platforms: Will change the future advertising model
The pace of development of the virtual reality advertising platform continues, and vendors can now provide analytics data for built-in ads for 360-degree video, virtual reality games, and other virtual experiences. Vendors are also constantly experimenting with the types and locations of advertisements to increase users' acceptance of VR advertisements.
1, VirtualSky
VirtualSky, based in Denver, USA, recently introduced a feature that allows the system to know the direction of the user's gaze in the virtual environment.
Cameron Peebles, VirtualSky's director of marketing, said: "Analyzing data is the cornerstone of virtual reality. We will be able to send analysis reports including hotspots to advertisers."
VirtualSky can insert advertisements in the natural gap of 360-degree video or between game levels in the place where advertisements appear.
2. Immersv VR
Immersv VR is a very competitive virtual reality advertising platform, they can now monitor the "view-through rate", which corresponds to the "click-through rate" of traditional online advertising.
Christine Lee, general manager of Immersv and vice president of global business development, pointed out: "Our VR ads perform far better than mobile ads, with an 'attack rate of 80%' and 30% participation."
In contrast, a previous report published by video marketing company Innovid showed that the hit rate of traditional online advertising was between 0.3% and 1%.
Lee said Immersv will now measure the number of people who watch ads and the number of people who make certain actions based on advertising.
She said: "We have always listened to developers and advertisers for data or analysis. Some future plans include supporting third-party tracking permissions."
However, Lee also warned that traditional advertisements cannot simply be cut and pasted into the field of virtual reality.
She explained: "We can't simply insert a banner advertisement in a 360-degree environment, and we can't simply throw someone in a 360-degree experience."
Virtual reality allows advertisers to avoid committing some of the same mistakes that traditional online advertisers make. For example, banner ads can affect the user experience and force users to install ad blocking software.
Lee said that her company is trying to make advertisements not too annoying.
She goes by saying: "From the optional advertising experience to the rewarded virtual reality advertising experience, we are trying different ways for users to experience advertising."
3. Retinad
Retinad is also monitoring users' browsing, navigation, and purchasing behavior, and organizes a report for advertisers.
Samuel Poirier, co-founder of Retinad, stated: "Our next feature is likely to be related to emotion tracking and behavioral data."
At Retinad, virtual reality ads are integrated into the experience and do not prevent users from continuing to browse. Advertising forms include banners, image pop-ups, 360-degree video, photo carousels, and more. These ads can be controlled by the gaze mode.
4. Vertebrae
Another virtual reality advertising platform, Vertebrae, uses a heat map to track the user's gaze. Vertebrae revealed that they have just completed a $10 million financing.
Vertebrae now plans to support more ad formats, and they are also working with the U.S. Interactive Advertising Bureau to develop virtual reality and augmented reality ad standards.
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