We live in a world where our senses are overloaded. Images and messages bombard us constantly whether we’re online, watching TV or even just walking down the street. With all this transitory and conflicting noise battling for our attention, how can brands hope to get their name and their message to stick in our minds?

Research suggests that VR immersive experiences could be the answer. Studies conducted by YuMe and Nielsen compared how viewers responded to the same content delivered through VR,360 degree flat screen and 2D flat screen experiences.

• VR elicited 27% higher emotional engagement than in a 2D environment and 17% higher emotional engagement than a 360-degree video on a flat screen.
• VR viewers were also emotionally engaged 34% longer than with 2D and 16% longer than with 360-degree video on a flat screen.

Recall

Emotional engagement relates to recall. If we’re engaged in something we are more likely to remember it. In this respect video content has always worked well (if it’s good enough, of course) in any environment.

This preference for video seems to spill over into the VR world. Another study looking at VR gaming compared the impact on recall of pre roll video, branded logos inserted in-game and 3D branded objects included in interactive game play.

The video content scored significantly higher on same day (90%) and next day (80%) aided recall. Corresponding performance for in game logos was 67% and 50%, and for 3D objects is was 50% and 25%.

So, what’s the message? Load video content into a VR environment and all’s well? Sadly, not that simple.

The Guided Narrative

In a VR environment, users have more control over their experience; how they navigate through it and where they focus attention. Which could mean your VR experience helps them immerse themselves in detail that have nothing to do with your brand or message.

Guiding users to and through the content you want them to notice, while still letting them control the experience adds complexity beyond the linear experiences brands are used to creating.

Part of the trick will be integrating VR ads into experiences and game play so that it is less intrusive. This could be the biggest opportunity for VR as ads in 2D game play or content tend to be anything but non-intrusive.

The challenge isn’t just about putting messages into a VR environment, its about optimising the immersive experience to make the most of the emotional engagement and recall opportunities presented.