Advrty set to release ‘immersive advertising platform’
Ad tech company Advrty is set to release the beta version of its native advertising platform for VR at next week’s XR Connects event in Helsinki.
The platform integrates immersive ads into the 3D virtual worlds created by game and app developers. It looks to solve the problem of brands and advertisers being able to connect with consumers in new and innovative ways in VR experiences, without actually taking away from the user experience itself.
Advrty want digital advertsing in VR and AR to become ‘as visually powerful as traditional physical advertising’ but with the added benefit of being truly interactive for the users and measurable for the brand.
“Powerful advertising shouldn’t have to be intrusive. In VR the playroom is big enough, so let the consumers find the ad and decide their level of commitment toward it,” said CEO and co-founder Niklas Bakos.
Advrty has caught the attention of Coca Cola, one of the world’s most recognisable brands and an advertising juggernaut. The company is Advrty’s first advertising partner.
The trajectory of VR and immersive experiences is only beginning. As the technology improves, more users will come along. But we can't assume that what works for advertising in the real world will work in the virtual world. So it's important for Coca-Cola to understand and measure user preference. And Advrty gives us the ability to do just that,” commented Tyler Torti, Digital Innovation at The Coca-Cola Company.
The key to advertising success is measurability. The platform utilises a patent-pending algorithm that is able to measure where the users are looking at when they view objects and surfaces. This means that advertisers using the platform only pay for actual views or interactions.
The platform is available as a Unity plugin, and there is Unreal Engine support incoming. This makes it applicable to over 90% of VR content that is currently available.
“It’s very rare for a new medium to emerge. We want to offer pioneering marketers the opportunities to take advantage of this new technology,” Bakos said.