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.
A test drive in a VR car showroom
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.
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