Adobe Primetime is experimenting in the field of virtual reality marketing, demoing how a brand could potentially interrupt a VR experience with an immersive ad at this year’s Mobile World Congress. But interestingly – and contrary to the industry’s blue sky thinking futurists - its director of product marketing doesn’t believe this offering will change advertising as we know it, and instead thinks augmented reality is the realm in which marketers need to focus. “I'm not sure that VR will change the advertising industry”, Campbell Foster told The Drum. “I think it's another screen. It's another way to communicate brand messages with consumers. But it's not revolutionary technology by any means. That's my personal opinion.” Instead, he believes revolution is more likely to come in the form of AR, because of its natural interaction with commerce. “If you're in the store, for example, and you get an overlay that pops up and says: ‘Don't forget to buy cereal if you're out…and this is your favorite brand…Oh and it's $2 off…’ That's going to be extremely valuable for marketers and for consumers as well. “VR ads that you'll see are really just a new way of doing a 30-second spot. It's not blowing the doors off of creativity. So I mean it's cool but it's not a game changer.” So why, then, is Adobe looking at the VR world and “not doing anything” with AR? “We responded to what large distributors and broadcasters are looking to do,” said Foster. “And right now as they dip their toes in the water, they're leaning toward VR.” Subscribe & Follow The Drum YouTube: https://www.youtube.com/user/TheDrumReel Website: http://www.thedrum.com/ Facebook: https://www.facebook.com/thedrumpage Twitter: https://twitter.com/thedrum Instagram: https://instagram.com/thedrummag Pinterest: https://uk.pinterest.com/thedrum/

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