Consumer adoption of VR devices is rising as they become more affordable and accessible. VR is predicted to have its largest impact within businesses for training employees and improving efficiency. While VR in advertising does not need stories, experiences must provide value and excitement for users.

1. Consumer adoption of VR devices is on the rise, and this will continue as devices become more affordable and
content becomes more widely accessible. However, the largest use of VR is predicted to be within industry, with
businesses using the technology to educate employees and improve efficiency. Virtual Reality within advertising
doesn’t need to be a story, but it must provide a valuable and exciting experience for the user.
Virtual Reality (VR) is a three - dimensional, computer generated environment which can be explored and interacted with by a
person. That person becomes part of this virtual world, or is immersed within this environment and, whilst there, is able to
manipulate objects or perform a series of actions.
Headsets are either mobile or PC. Here are a few examples:
Sony PlayStation VR
HTC Vive
Oculus Rift
Google Daydream View
Samsung Gear VR
There are varying degrees of interactivity,
from basic 360 video through to fully
interactive experiences, such as Tilt Brush.
1883
VR was first explored
with a pair of mirrors
at 45 degrees, each
reflecting an image.
1939
View-Master
Rotating cardboard
disks containing
image pairs.
1968
The first VR and AR
head-mounted
display systems.
1977
A virtual simulation of
Aspen, Colorado in
which users could
wander the streets.
1991
The first mass-produced,
networked, multi-player VR
location-based system launched
at $73,000 per system.
2014
Google released Google
Cardboard; a fold-out
cardboard smartphone
mount.
2015
Facebook created
the Oculus rift and
began to push for
VR content.
2017
London’s first VR
cinema launched.
Those using
VR are using
it to:
Watch
videos
61%
VR content can be:
Exact controller
engagement
User Path
Eye tracking (Gaze
time)
Exit Poll
(custom questions
and voice feedback)
Biometric
data
Brand study
Almost 100 millionVR
units were shipped in 2016,
96% of them were Google
Cardboard.
1/5
3/10
of owners are
‘second wave’
are
‘mainstream’
in coming years,
making it the fastest
growing UK
entertainment and
media market.
set to grow at an
annual rate of
The UK VR sector is
6%
of the British
population
own VR
headsets.
VR is gender
neutral
Consumers can engage
with content by gazing on
specific objects
Users can also use
their controls to move
and select items.
2021
16m
By
there will be
VR headsets
in Britain.
And
UK revenues will be
72bn
2019
VR cinemas and
arcades launch in
large numbers.
2024
VR hits
mainstream
adoption.
2023
VR in the
workplace is
standard.
The past, present and future of Virtual Reality:
Play
Games
75%
Experience
travel
Attend music
events
View theatre
shows
Be a part of or
watch a movie
Watch sporting
events
Watch
documentaries or
news
TheywouldliketouseVRto:
As uptake grows, VR commerce
will come to the fore.
29% for professional purposes
of those using VR are using it
Short Form Content
Long Form Content
Pre-Roll
VR video
Branded
Content
Events Short films
Training
exercises
The content can be stored:
Payscout make
in-VR payments
a reality
A home décor
line that
include VR
payments
Medical VR
training
Architectural VR
training
Users (DAU, MAU,
Retention, New
Users)
Our NextTechNow partners are:
On a landing
page
On social
media
In an app Measurement
Examples:
Retail try before
you buy experience