California-based Adobe is showcasing its latest virtual reality (VR) advertising project at the Mobile World Congress in Barcelona. Although still in the early stages of development, the project – aimed initially at cinema audiences – features 2D videos in a VR environment, offering the opportunity for tailored, immersive interstitial ad experiences for audiences, returning them to the real world when the ad is finished. Adobe Primetime director of product management Campbell Foster said Adobe could deliver a product in the end of 2016.
California-based Adobe is showcasing its latest virtual reality (VR) advertising project at the Mobile World Congress in Barcelona. Although still in the early stages of development, the project – aimed initially at cinema audiences – features 2D videos in a VR environment, offering the opportunity for tailored, immersive interstitial ad experiences for audiences, returning them to the real world when the ad is finished. Adobe Primetime director of product management Campbell Foster said Adobe could deliver a product in six to 12 months.