Most publishers and advertisers are still learning about the possibilities for virtual reality (VR), with the cost of hardware and a limited pool of skills when it comes to creating ads for the medium among the obstacles to wider adoption. The VR market is expected to grow at an annual rate of more than 50 percent over the next five years, according to research firm IDC Group.
Most publishers and advertisers are still learning about the possibilities for virtual reality (VR), with the cost of hardware and a limited pool of skills when it comes to creating ads for the medium among the obstacles to wider adoption. While the New York Times and USA Today both employ VR, attracting brands including Macy’s, Nest and Honda, thanks to funding from tech giants Samsung and Google, smaller publishers have turned to the cheaper, but less immersive technology of 360 or augmented reality video.