‘Forrester report: VR is not yet ready for marketers’ – Martech Today
Barry Levine says, “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 defined as 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.
The report does acknowledge augmented reality and mixed reality, but it makes no predictions about when they will reach critical mass. It also makes clear that augmented and mixed reality are not immersive, and so are not really VR”.
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