54% of VR headset owners block ads

The potential of VR for marketing has sparked a race among companies to find the best way to present users with branded content while they are immersed.

But new data from Global Web Index, who surveyed thousands of headset owning consumers, shows that a significant portion of users are not currently receptive to ads. The min use case for VR marketing would be in putting branded content in front of consumers.

Branded content is an increasing instrumental part of the marketer’s toolkit. The Global Web Index data, which took in 97,000 consumers, found that 27% are motivated to purchase a product or service by exclusive content, and 27% use videos in their purchase research.

But, VR marketing is still very much in its experimental phase, and users are experiencing some frustrations. The data shows that while 31% of headset owners watch branded videos, and a quarter use and download branded apps, over half of those survey actively block ads.

The main grievances, perhaps unsurprisingly, relate to ads being an active barrier to immersive experiences. Ads that block a person’s view or fill up a disproportionally large amount of space are not likely to promote a positive brand image among consumers.

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