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VR and 360-degree video are both compelling tools to create empathy and a greater sense of immersion that can increase the impact of the messages conveyed. However, a deeper level of interaction can be achieved with a true VR experience, something that even a 360-degree cannot provide - where the user is merely the observer. Unity, a VR development company, has experimented with creating specific VR experiences as a form of advertising. They have launched ‘Virtual Room’ which is a sort of ad network that allows brands to place ads across [[VR apps]], and partnered with Lionsgate to create a VR experience for the studio’s movie ‘Jigsaw.’ In the experience, players interact with objects and try to figure out how to avoid being killed. <ref name=”3”></ref> <ref name=”4”></ref> <ref name=”5”></ref>
VR and 360-degree video are both compelling tools to create empathy and a greater sense of immersion that can increase the impact of the messages conveyed. However, a deeper level of interaction can be achieved with a true VR experience, something that even a 360-degree cannot provide - where the user is merely the observer. Unity, a VR development company, has experimented with creating specific VR experiences as a form of advertising. They have launched ‘Virtual Room’ which is a sort of ad network that allows brands to place ads across [[VR apps]], and partnered with Lionsgate to create a VR experience for the studio’s movie ‘Jigsaw.’ In the experience, players interact with objects and try to figure out how to avoid being killed. <ref name=”3”></ref> <ref name=”4”></ref> <ref name=”5”></ref>


Agatha Bochenek, Unity’s head of VR/AR and mobile ad sales, referring to their VR ad for ‘Jigsaw’ said that what they are trying to play with “is doubling down on the things that can be entertainment. So, Jigsaw being a great example—it’s [not just] an ad: It’s a piece of entertainment in-and-of itself. The ad shouldn’t be boring. It shouldn’t just throw, ‘Buy Tickets’ in your face the whole time; it should make you feel what the movie feels like.” Another member of Unity, Julie Shumaker, Vice-president of advertiser solutions, explained that the company likes “to talk about the medium of VR advertising as a responsive storytelling ad. Instead of sitting and passively seeing a display or watching a video for a few seconds, this is a completely immersive and interactive experience, and we're able to value [things like] how does the user actually touch the ad unit itself and, ultimately, how much time did they spend with the brand." <ref name=”2”></ref> <ref name=”3”></ref>
Agatha Bochenek, Unity’s head of VR/AR and mobile ad sales, referring to their VR ad for ‘Jigsaw’ said that what they are trying to play with “is doubling down on the things that can be entertainment. So, Jigsaw being a great example-it’s [not just] an ad: It’s a piece of entertainment in-and-of itself. The ad shouldn’t be boring. It shouldn’t just throw, ‘Buy Tickets’ in your face the whole time; it should make you feel what the movie feels like.” Another member of Unity, Julie Shumaker, Vice-president of advertiser solutions, explained that the company likes “to talk about the medium of VR advertising as a responsive storytelling ad. Instead of sitting and passively seeing a display or watching a video for a few seconds, this is a completely immersive and interactive experience, and we're able to value [things like] how does the user actually touch the ad unit itself and, ultimately, how much time did they spend with the brand." <ref name=”2”></ref> <ref name=”3”></ref>


Virtual rooms as VR advertising campaigns differ from other virtual reality advertising such as a 360-degree immersive video; the user can interact with the content whenever inside the VR experience. This means that companies can create unique VR sandbox applications, telling interactive stories that can engage and build a relationship with the customer. An evaluation of the users’ response to the Jigsaw’s interactive VR content found that they experienced a higher elevated heart rate, sweating, and muscle activation associated with smiling when compared to those who only watcher the trailer in VR. This means that the interactive aspect of the VR ad contributed to an increase inthe emotional and physical response of the users. <ref name=”2”></ref>
Virtual rooms as VR advertising campaigns differ from other virtual reality advertising such as a 360-degree immersive video; the user can interact with the content whenever inside the VR experience. This means that companies can create unique VR sandbox applications, telling interactive stories that can engage and build a relationship with the customer. An evaluation of the users’ response to the Jigsaw’s interactive VR content found that they experienced a higher elevated heart rate, sweating, and muscle activation associated with smiling when compared to those who only watcher the trailer in VR. This means that the interactive aspect of the VR ad contributed to an increase inthe emotional and physical response of the users. <ref name=”2”></ref>
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Aaron Luber, writing for Think with Google, proposed four questions that brands should consider before investing in VR technology. The following is reproduced from his article, ‘What virtual reality will mean for advertising.” <ref name=”4”></ref>
Aaron Luber, writing for Think with Google, proposed four questions that brands should consider before investing in VR technology. The following is reproduced from his article, ‘What virtual reality will mean for advertising.” <ref name=”4”></ref>


- ''Will VR give viewers an experience that they otherwise couldn't have? The subject matter should truly take advantage of the medium—transport people to a place, immerse them in a world, and compel them to explore.''
- ''Will VR give viewers an experience that they otherwise couldn't have? The subject matter should truly take advantage of the medium-transport people to a place, immerse them in a world, and compel them to explore.''


- ''Could virtual reality ads give shoppers a better feel for your product? According to a study from Ericsson ConsumerLab, shopping was the top reason worldwide smartphone users were interested in VR, with "seeing items in real size and form when shopping online" cited by 64% of respondents. This doesn't just apply to retail brands. Cadillac is already using VR to create virtual dealerships.
- ''Could virtual reality ads give shoppers a better feel for your product? According to a study from Ericsson ConsumerLab, shopping was the top reason worldwide smartphone users were interested in VR, with "seeing items in real size and form when shopping online" cited by 64% of respondents. This doesn't just apply to retail brands. Cadillac is already using VR to create virtual dealerships.
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