Most publishers and brands are still learning about the possibilities for virtual reality ( VR ) , with the cost of hardware and a limited set of skills when it comes to creating ads for the medium among the barriers to wider adoption . When it comes to virtual reality, few publishers are as committed as The New York Times, with its dedicated VR app and Daily 360 feature, helped by funding from tech giants Samsung and Google. While the New York Times and USA Today both employ software , with clients including Macy ##y , 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 .
Most publishers and brands are still learning about the possibilities for virtual reality ( VR ) , with the cost of hardware and a limited set of skills when it comes to creating ads for the medium among the barriers to wider adoption . While the New York Times and USA Today both employ software , with clients including Macy ##y , 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 .