Instead of trying to force that behavior on consumers, advertisers are better off trying to take the best parts of VR (allowing consumers to truly immerse themselves in content) and express that in different ways. Companies have increasingly added augmented reality ( AR ) to their campaigns to ensure they are being noticed by consumers . For example , ad agency Ogilvy worked on an AR campaign to help launch the film " Hidden History " . Users could hold up their phones to 150 statues of white , male historical figures in the US to see AR statues of notable female figures . The level of interaction AR offers is " like the new QR code " , said Michael Himmelsbach , head of digital and innovation at Ogilvy . Unlike AR , virtual reality requires extra hardware , and will not prove as useful to consumers , Himmelsbach added .
Companies have increasingly added augmented reality ( AR ) to their campaigns to ensure they are being noticed by consumers . For example , ad agency Ogilvy worked on an AR campaign to help launch the film " Hidden History " . Users could hold up their phones to 150 statues of white , male historical figures in the US to see AR statues of notable female figures . The level of interaction AR offers is " like the new QR code " , said Michael Himmelsbach , head of digital and innovation at Ogilvy . Unlike AR , virtual reality requires extra hardware , and will not prove as useful to consumers , Himmelsbach added .