Forrester report: VR is not yet ready for marketers

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.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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