Over the past month we’ve seen many media and entertainment platforms develop new infrastructure to add support for both VR and 360. Many of the big players in the game are trying to get to the forefront of this technology and shape how it will be used as an entertainment platform.

Advertising agencies including, Condé Nast and media companies like Vice have been using the technology as a storytelling device that they think has a huge scope for selling ads. In order to facilitate this , they’ve been making deals with both headset and software manufacturers. I guess we would have been foolish to think that it would be a while before the marketers got involved and we started seeing virtual advertisements.

Jules Urbach, the founder of Otoy, a company operating in special effects and virtual reality, has even gone as far to say “Not a single media company isn’t thinking about what happens when the rectangle goes away” and he firmly believes that “everyone needs a strategy”. Whilst we currently can’t escape from screens in our day to day activity, we could only be about 10 years away from a complete revolution where we no longer view media through this conventional medium.

Otoy have created a platform thats allows users, to create virtual reality video, and process it in the cloud. They also offer a service that can distribute the content out to viewers, making it a full end to end solution. They are essentially a web store for virtual reality graphics with a marketing strategy/ ad-agency add on.

This type of technology could have many outputs whether it was just easy access of special effects for entertainment purposes or as a way of creating content for brands that could be easily marketed to owners of virtual reality headsets. Either way, it’s clear to see that the media and adds industry have got their finger firmly on the pulse when it comes to VR.

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