Dive Brief:
- Virtual reality (VR) technology allows users to become get right in the action during live events like fashion shows and sports games, but the technology is also collecting information that could lead to new personalized ad opportunities.
- For example, live VR broadcast firm NextVR was able to determine with a heat map during an NBA Clevland Cavaliers game that the highest concentration of eyes was on Lebron James.
- Information on where sports fans are looking could be used to place digital ads in specific camera angles during a live virtual reality sports experience, and directly in front of the right set of eyes.
Dive Insight:
Marketers are finding creative ways to leverage virtual reality technology. From live fashion runways to sports events, VR has been able to deliver realistic experiences outside tents and arenas. And now firms like NextVR are finding ways to monetize that technology in a manner that really speaks to user behavior. Makerters stand to benefit from the data that they in turn can put to use in bringing unique, personalized promotions to their targeted consumer base.
