According to Vibrant Media's latest research, the need for additional software, applications, and hardware is the biggest obstacle to preventing people from experiencing virtual reality (VR) and augmented reality (AR) digital advertising.
A study of more than 3,000 consumers in the U.S., U.K., and Germany found that it is not known where to find VR and AR ads, and that these ads may consume mobile data traffic is the second and third largest obstacle.
Vibrant Media's survey found that 34.4% of respondents viewed 360-degree video, but only 15.4% of consumers experienced advertising in VR, and only 10.4% of respondents saw AR advertising.
78% of consumers rated it as good or very good after viewing 360-degree videos and images. Moreover, immersive ads have an interactive rate that is 600% higher than that of 2D ads, a content recall rate of 700%, and a brand recall rate of 2700%.
However, in order to achieve such a good dissemination, marketers preferred to address the obstacles faced by VR and AR advertising.
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