This IDC Perspective delves into advertising in augmented and virtual reality. Virtual reality (VR) advertising is slowly starting to reach a scalable audience, VR ad networks make placements easy, and new VR ad formats are very effective. Augmented reality (AR) is close behind, giving marketers a way to layer virtual marketing messages onto the real world.
"After years of promise, the future of VR advertising is slowly becoming the present," said Karsten Weide, VP of Media and Entertainment. "It is time for marketers to take a look at the new opportunities for advertising in AR and VR."