The Mad Men of VR are coming. Google just released ‘Advr,’ a virtual cube that will show ads by a user tap or gaze. The idea is much like a pop-up but for VR platforms. The SDK is available on an invite only basis but it gives a glimpse of the new normal for VR Advertising. However, human behavior is what will truly drive change in Advertising. We already know that the user or in this case, audience comes first. So the ad must be easy to engage with. We also know if the user journey or touchpoints can provide insight into user/audience ‘intent’ then we can meet the want or need better. As a result, the ad must serve a purpose within context. And finally we know that timing is everything. If a person is searching for a specific product or service and has only a limited amount of time then an ad of convenience would be perfect. Smart and creative ads will connect with users/audience in these moments in VR just like they do in traditional platforms. But just like on traditional platforms, nobody necessarily likes any old pop-up.
Join Google and other VRARA members including ADVR, AdVir, burgeon(digital), Kitestringviz, Llamazoo, Orange, Retinad, Yahoo, You Are Here, YuMe in our Advertising Committee to work on best practices, guidelines, and standards for VR in advertising.