20 December 2018 | By Natalia Vasilyeva
An edited version of this article was published originally on AR Insider
VR and AR will transform several forms of visual media, even advertising. The opportunity is to boost ad effectiveness — or discover new ad strategies — through immersive formats. But could it also raise advertising’s (unloved) profile?
“We have the opportunity to restore advertising’s reputation,” Anzu.io VP Marketing Natalia Vasilyeva recently told ARtillry. “It’s a bit bad because of ad obtrusiveness and disruptiveness, but I do believe we have a chance to make it better in VR with native ads.”
Native is the key word, as we’ve examined. Anzu.io hangs its hat on that principle with ad-tech software built for immersive 3D media accross platforms, including analytics like ad tracking. It works primarily with 3D content publishers (like games), and helps them infuse ads naturally.
“We are immersive-first which I found is very important,” said Vasilyeva. “We didn’t start with mobile or desktop and then switch to the VR space. That’s a real differentiator because the core of the technology was built taking into consideration 3D space peculiarities.”
Though this native approach prevails in the company’s mission, Anzu.io also recognizes that AR & VR are young, so it has to adapt to advertisers’ existing creative. Its transformation engine can port and blend things like 2D banner ads into 3D spaces with dimensional accuracy.
It also broadens its addressable market by casting a wide net with different types of ad-supported content categories and verticals. Vasilyeva names entertainment as a natural starting point, including games, but 3D ad monetization can naturally extend to other contexts.