Advrty Creates Native Advertising Platform for Virtual Reality

Pop-up ads, aka ads that suddenly appear and often cover most of the content presented, in my opinion is one of the destructive elements user experience. No matter how interesting the ad is, I'm sure users must have felt annoyed when they were busy reading an article and then were interrupted and the reading was simply covered.

The situation gets worse when the medium involved is Virtual Reality: having fun exploring the world Interactive, suddenly a massive advertisement appears in front of the eyes which instantly spoils the sensation immersive that is felt. But without ads developer content must be difficult to survive, especially considering the slow growth of the VR market.

The solution, according to a Swedish company called advrty, is native advertising. Reflecting on the concept native ads, Advrty created platform monetization designed so that developer can insert ads into their content without ruining the impression immersive that was it.

Advrty's initial idea was to use images or videos as product placement on billboards, posters or spot another is like a cup inside game. So that the ads presented can feel relevant, Advrty also creates a special system that can recognize context.

The system was designed to prevent, for example, an advertisement that was supposed to be for billboards from landing on a drink can. Another example is preventing the advertisement of a smartphone appeared in game with setting was medieval.

The ad placement is also adjusted to the which way do users usually look, or with what objects they generally interact. Everything is intended so that the ads can remain well exposed, but at the same time not interfere with the session Gaming user.

So far Advrty has executed this interesting concept with Coca-Cola, whose advertisements are tucked into game Merry Snowballs masterpiece Hatrabbit Entertainment, In game During the snowball shooting, it appears that the Coca-Cola advert that is displayed also adopts a Christmas theme.

Coca-Cola is definitely a sizeable client. But this isn't too surprising considering that the coke maker has also recently experimented with advertisements for game which is not limited placement only, but also tied to the storyline of the game.

Platform Advrty made so far only compatible with game made using engine Unity, but they are currently busy delivering support for the Unreal Engine. How about augmented reality (AR)? Advrty is new to focus on VR, but they also have their own plans for AR, although there are still a number of challenges to overcome.

Above all, placing ads on AR content is difficult because settingits not the world Interactive, but rather the environment around users that varies greatly – the exception is advertising pop-up that was annoying.

Sumber: VentureBeat.