Vibrant News

Marketers are drawn to immersive technologies like augmented reality (AR) and virtual reality (VR), but when it comes to actually buying these ads for clients, a majority have yet to do so.

According to a February 2017 survey of US agency executives by Vibrant Media, more than three-quarters of respondents said they haven’t purchased VR ads for their clients. And almost nine in 10 hadn’t purchased VR ads.

That was the case even though the survey found plenty of enthusiasm for the technologies. Vibrant asked the executives which digital marketing channels consumers find compelling, if at all. For the most part, VR and AR ads were noted as “very compelling” marketing channels, cited by close to half of respondents.

There are a variety of obstacles to overcome for more of these marketers to commit advertising dollars to AR and VR. The first is the size of the audience.

For example, just 16% of internet users polled last August by YuMe said they had used virtual reality. Only 9% of respondents said they had experienced augmented reality.

---

You can read the full article here, as featured in EMarketer

Agencies see value in augmented reality advertising, while clients appear to be leaning toward virtual reality.

Overall, there seems to be general interest in adopting both AR and VR into advertising, according to a new study by Vibrant Media.

The study, comprising a survey of 43 agency executives, 76% of whom are between 25 and 34 years old, found that more than two thirds (67%) of agencies want to see more AR and VR in digital advertising campaigns.

Almost half (49%) said interactive and immersive experiences can prevent ad blocking and about the same (48%) said they believe augmented reality has given a new role to offline advertising.

When it comes to client work, virtual reality seems to have the edge. Of those who have purchased AR or VR ads for clients, more than two thirds (67%) said they went with VR and less than a quarter (17%) were AR.

Overall, there seems to be general interest in adopting both AR and VR into advertising, according to a new study by Vibrant Media.

---

You can read the full article here, as featured in Mediapost

Vibrant Media are hoping to use the recent ‘Insperience’ trend to change passive consumers into active participants when it comes to marketing and branding using virtual reality (VR) and augmented reality (AR)

Vibrant Media believes there is a strong demand for this. Their research team say that seven out of ten media planners and buyers want more AR and VR adverts incorporated into digital marketing campaigns. Half of the media agency executives surveyed expect the interactivity of VR and AR will reduce the use of ad-blocking.

Founder and Executive Chairman of Vibrant Media, Craig Gooding, had this to say; “Vibrant 360°/VR is the first product in our insperience range, as 360 degree VR technology is the fastest growing segment within digital media right now. We’re also seeing strong demand for VR products from media agencies. Our researchers also found that one in ten of planners and buyers have their own VR headset or viewer they can use to experience VR ads, and one in five of them are open to the possibility that VR will be better than the real world.”

---

You can read the full article here, as featured in VR Focus

Vibrant Media Pioneering Insperience Marketing

New user-initiated and controlled virtual reality (VR) ads can place consumers within branded 360 degree digital environments within editorial on any device. Vibrant 360°/VR from Vibrant Media, the LEAN native ad company, enables consumers to put themselves at the center of a brand, product, or place. Via the new format consumers can virtually visit a tourist destination; explore a computer game or movie from the perspective of the protagonist; view a show home; attend a fashion show, performance or special event; and a whole host of other possibilities.

It is the first new format being deployed in Vibrant Media’s future thinking approach to brand communications termed “insperience marketing”. ‘Insperiences’ are app-free, immersive branded digital experiences. Vibrant Insperience transforms consumers from passive viewers to active participants using either VR or augmented reality (AR) technology. They prioritise interactivity, personalisation, creativity, contextual targeting and measurable scale to powerfully connect brands with people.

Vibrant Media has identified strong demand for such formats. Their research team found that nearly seven out of ten media planners and buyers (67 per cent) want more Augmented Reality (AR) and Virtual Reality (VR) ads incorporated into digital marketing campaigns, primarily to improve consumer engagement. Half of these media agency executives (49 per cent) expect the interactivity of AR and VR ads will help to prevent ad blocking.

Already 29 per cent of media agencies are buying AR and VR ads for their clients. The respondents ranked Automotive, Gaming and Entertainment as the verticals most likely to benefit from both AR and VR campaigns. The Travel and Property & Construction sectors are expected to be prime beneficiaries of specifically VR campaigns, and FMCG and Fashion will benefit particularly from AR campaigns, according to the planners and buyers.

Vibrant 360°/VR insperiences are IAB compliant and can be launched from hyperlinked triggers placed natively within the brand-safe, contextually-relevant editorial of over 6600 premium digital publishers reaching 450 million consumers. Vibrant Media can create 360° content from brands’ existing 2D video or develop content from scratch.
Compared to standard 2D video ad experiences, Vibrant 360°/VR insperiences attain 600% higher interaction rates, 700% higher content recall, 2700% higher brand recall and 200% more product intent.

When a consumer chooses to interact with a trigger for a Vibrant 360°/VR insperience they either open a window to a single branded environment between the paragraphs of editorial or launch an interface of multiple brand environments. Each environment can be explored in full screen on desktop and handheld devices or consumers can get the total insperience by using a VR headset or viewer from the format’s one-touch VR mode.

“Vibrant 360°/VR is the first product in our insperience range, as 360 degree VR technology is the fastest growing segment within digital media right now. We’re also seeing strong demand for VR products from media agencies. Our researchers also found that one in ten of planners and buyers have their own VR headset or viewer they can use to experience VR ads, and one in five of them are open to the possibility that VR will be better than the real world,” said Founder and Executive Chairman of Vibrant Media, Craig Gooding. “However, our follow-up to Vibrant 360°/VR is a new AR product we’ll be adding to our insperience offering very soon. Consumers merely observe brand experiences. Insperiences involve them. Insperiences go far beyond enabling consumers to control brands’ digital content. Using very accessible app-free AR and VR technology, insperiences place consumers and their real world lives within branded digital environments. Without the need for additional applications on their device insperiences enable consumers to see themselves within the brand, to become personally connected to and part of the brand.”

Vibrant 360°/VR is the second new video format launched by Vibrant Media in the first quarter of 2017. It joins the new Vibrant Vertical format (launched February 2017) as the latest additions to the Vibrant Video portfolio as the company continues to compete with the world’s specialist video ad networks on viewability, scale, targeting and budgets.  An additional augmented reality insperience is expected to launch by the end of Q1 2017.

 

– Ends –

 

Notes To Editors

For further editorial information, interviews or images, please contact: vibrant@pwkpr.com or call +44 (0) 7904 414 889.

Research conducted by Vibrant Media with 43 media planners and buyers at leading media agencies.

About Vibrant Media

Formed in 2000, Vibrant Media is the original native advertising platform. Vibrant connects consumers in real time with engaging content and brand experiences cross-platform. Delivered directly off of words, images & video within a premium native environment, Vibrant’s solutions are designed to be viewable, relevant and engaging. With over 6,600 premium publishers, reaching more than 450 million unique users per month, Vibrant delivers native advertising at scale. Vibrant works with top brand advertisers such as Microsoft, Unilever, Chrysler and AT&T. The company was founded in 2000 and has offices in New York, Toronto, San Francisco, Detroit, Chicago, Los Angeles, Boston, London, Hamburg, Munich and Dusseldorf. For more information about Vibrant, please visit www.vibrantmedia.com , http://54.162.255.12/news/vibrant-news/, www.facebook.com/vibrantmedia  or www.twitter.com/vibrantmedia. Vibrant’s blog with insights on the digital marketing industry can be found at http://54.162.255.12/news/vibrant-blog/