UK less in favour of VR/AR & digital ads than US

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Research from Matrix Solutions has revealed one in four UK consumers are annoyed that brands and media companies are injecting ads into originally produced VR and AR content, compared to one in five US consumers. Research also revealed UK consumers are more indifferent to advertising in AR or VR than American consumers, with over half (53 per cent) of UK respondents indifferent compared to just over one third (38 per cent) in the US, suggesting advertisers need to do more to get UK audiences engaged in VR/AR.

With video content creation becoming even more sophisticated, including more efforts toward AR and VR content, digital video advertising opportunities are increasing as well. Media companies are already experimenting with AR/VR content, like the BBC during the 2018 World Cup. American attitudes are becoming increasingly positive toward ads living in either a virtual or augmented reality environment, but UK viewers are still showing more of their hallmark cynicism toward VR/AR advertising. Other key findings include:

  • UK consumers much less excited VR advertising – Just seven per cent of UK consumers are excited about the prospect compared to 13 per cent of US consumers
  • UK and US consumers broadly aligned on fairness of VR/AR ads – 14 per cent of UK consumers think it is fair for media companies to sell ad opportunities to brands around originally produced VR and AR content, slightly lower than 17 per cent in the US
  • US respondents more interested in the potential of VR or AR ads over traditional digital video ads – 13 per cent of US consumers are interested compared to seven per cent in the UK

Mark Gorman, CEO of Matrix Solutions, commented: “Media organisations need to understand how the needle is moving on both sides of the Atlantic in terms of consumer receptiveness of AR/VR advertising to make the right decisions at the right time, especially those that are undertaking, or planning on undertaking, M&A activity.”


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