VR/AR Advertising: Preparing for the Spatial Web

The screen is disappearing. We are entering the age of Spatial Computing. Ads will no longer be "rectangles on a webpage." They will be objects in your room.

Augmented Reality (AR) Ads

This is already here via Snapchat and Instagram filters. "Try on these sunglasses." "See how this sofa looks in your living room." This works because it offers utility, not just promotion. IKEA and Sephora are winning here.

Virtual Reality (VR) Billboards

In the Metaverse (or gaming worlds like Roblox/Fortnite), advertising mimics the real world. Virtual billboards in a racing game. Virtual branded skins for avatars (Nike selling virtual sneakers).

The Engagement Metric: "Dwell Time"

In VR, we don't measure "Clicks." We measure "Interaction." Did the user pick up the branded object? How long did they look at it? It is a deeper, more immersive metric than CTR.

Preparation

You probably don't need a VR strategy today. But you DO need 3D assets. Start getting your products modeled in 3D (GLB/USDZ files). You will need them sooner than you think.