Gaze-based technology "can also track whether the users have viewed them."
Are you upset because the virtual world has generally been lacking the ever-present advertising experiences that infect our everyday lives? Fear not! HTC is now rolling out its own VR ad serviceto developers on its Viveport platform, intended to "maximize your ad revenue while maintaining a great user experience."
Viveport developers can now easily place video ads, banner ads, 360° video and simulated "big screen video" ads into their virtual experiences, either as integrated parts of "in-app scenarios" or during loading screens and "end scenes." Ads can even be placed directly onto in-game 3D models, just as they can be plastered all over every surface in the real world. Now that's immersion!
HTC is already selling VR ads as a new, more effective way for marketers to get a targeted, memorable message through our ever-evolving personal filters. As the company puts it, "Ads that appear in immersive VR environments can not only provide more effective impressions, they can also track whether the users have viewed them or have turned away their gaze... Compared to ordinary Ad impressions, Ads that are seen by users in an immersive VR environment can not only meet the user’s needs by means of precise re-targeting, but can also be detected if they are viewed effectively by users".
For now, the initiative seems to be limited to HTC's own Viveport marketplace, a separate app store that operates alongside the SteamVR interface most Vive users engage with. The in-world ads are also limited to free-to-play VR experiences for now. Ads that start in the free-to-play space tend to make their way into paid experiences before too long, though, as we've previouslyseen with traditional, monitor-bound video games.
As we all know, in-game advertising definitely works and makes brands cooler, so this is assuredly a win-win situation for both VR developers and users. Thanks, HTC!