Forrester: Virtual Reality is not yet ready for marketers
The research firm says it’s at least five years from being a mass consumer medium, although augmented reality, 360-degree video and mixed reality are acting as stepping stones.
If you’re a marketer rubbing your hands together in anticipation of the virtual campaigns you’ll run in virtual reality, you may want to take a breath.
The title of a recent Forrester Research report will likely slow you down: “Virtual Reality Isn’t Ready for Marketing Yet.” (Fee required for non-clients.)
The study finds that “critical-mass consumer adoption of high-end VR headsets is five years away,” although 360-degree video “will flourish on low-to-mid-end VR devices in the meantime.”
Generally, VR is considered to be immersive and generated environments that change as you move through them. Although 360-degree video can be seen on a headset as an immersive environment, it is a kind of “light VR” because it is a recorded spherical video that is always the same space and events.
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. MarTech is owned by Semrush. Contributor was not asked to make any direct or indirect mentions of Semrush. The opinions they express are their own.
Related stories