Interactive display ads: Virtual Reality Advertising: Immersive Experiences: Virtual Reality in Interactive Display Ads

1. Introduction to Virtual Reality in Advertising

Virtual reality (VR) has emerged as a transformative tool in the realm of advertising, offering a novel way for brands to engage with consumers. By creating immersive environments, VR allows for interactive experiences that go beyond traditional media, enabling users to not only see but also interact with products and services in a simulated space. This technology has the potential to revolutionize the way companies advertise by providing a deeply engaging platform that can lead to higher conversion rates and a more memorable brand experience. The use of VR in advertising taps into the human desire for storytelling and experience, allowing for a more personal and emotional connection with the brand.

From a consumer's perspective, VR ads can be a delightful escape from the mundane, offering a chance to experience products in a way that's both entertaining and informative. For advertisers, the technology presents an opportunity to showcase products in a controlled environment, highlighting features and benefits that might be harder to convey through other mediums. Here's an in-depth look at how VR is shaping the future of advertising:

1. Enhanced Engagement: VR ads are not just viewed; they are experienced. This means that users are actively participating in the ad, which can lead to better retention of information and a stronger emotional connection to the brand.

2. Storytelling Potential: With VR, brands can tell stories in a 360-degree space, allowing for a narrative that unfolds around the user. This can be particularly effective for products that benefit from demonstration, such as cars or home appliances.

3. Targeted Experiences: VR technology can be used to create personalized ad experiences based on user data, ensuring that the content is relevant and engaging for each individual viewer.

4. interactive Product demos: users can interact with a product in a virtual space, exploring its features and benefits in a hands-on way. For example, a car manufacturer might create a VR experience that lets users test drive a new model on a virtual track.

5. Brand Immersion: VR allows for complete brand immersion, creating a branded environment that users can explore. This can be an effective way to build brand loyalty and awareness.

6. Data Collection: Interactive VR ads can collect valuable data on user engagement and behavior, providing insights that can be used to refine marketing strategies.

7. Accessibility: As VR technology becomes more accessible, it opens up the potential for widespread adoption in advertising. This means that smaller brands can also leverage VR to create impactful campaigns.

8. Global Reach: VR experiences can be distributed globally, allowing brands to reach an international audience without the need for physical presence.

9. Innovative Formats: VR enables the creation of innovative ad formats that can stand out in a crowded marketplace. For instance, a tourism board might create a virtual tour of a destination, complete with interactive elements like local cuisine tasting or adventure sports simulations.

10. Challenges and Considerations: While VR offers many opportunities, it also comes with challenges such as the need for specialized equipment and the potential for user discomfort. Advertisers must consider these factors to create successful VR campaigns.

virtual reality in advertising is not just a fleeting trend; it's a powerful medium that offers a range of possibilities for creating engaging and memorable ad experiences. As technology advances and becomes more integrated into our daily lives, we can expect to see even more innovative uses of VR in the world of advertising.

2. From Banners to VR

The journey of display advertising is a fascinating tale of technological innovation and creative evolution. It began with simple banner ads that dotted the early internet landscape, offering a rudimentary form of digital marketing. These banners were static, often garish, and limited in their ability to engage the user. However, they laid the groundwork for what was to come. As the internet grew, so did the sophistication of these ads. The introduction of Flash technology allowed for animated and interactive banners, which could capture the user's attention more effectively. This was a significant step forward, but it was just the beginning.

With the advent of social media platforms and the proliferation of mobile devices, display ads became more targeted and personalized, utilizing user data to deliver relevant content. The rise of programmatic advertising further refined this process, using algorithms to place ads in real-time, optimizing for audience engagement. Then came native advertising, which seamlessly integrated ads into content, making them less intrusive and more contextually appropriate.

The latest frontier in this evolution is Virtual Reality (VR). VR has taken display advertising into a whole new dimension, literally. It offers an immersive experience that traditional ads could never achieve. Users can interact with products in a virtual space, getting a feel for them in a way that is both engaging and informative. This is not just a leap forward in technology; it's a leap forward in user experience.

Let's delve deeper into this evolution with some in-depth insights:

1. Early Internet and Banner Ads: The first display ads were simple GIFs or JPEGs, often measuring 468x60 pixels. They were easy to produce and could be placed on various websites. An example of this is the famous "You Will" campaign by AT&T, which predicted the future of technology.

2. The Flash Era: Flash allowed ads to include animations, sound, and even basic interactivity. For instance, movie trailers could be played within a banner ad, giving users a taste of the film without leaving the webpage they were on.

3. social Media and mobile Advertising: With the rise of platforms like Facebook and Twitter, ads became more social. They also had to adapt to smaller screens, leading to the development of mobile-optimized ads. A notable example is the "Mini Stories" campaign by Mini Cooper, which used short, engaging stories to promote their cars on social media.

4. Programmatic Advertising: This automated the buying and selling of ad space, making the process more efficient and data-driven. An example is the use of real-time bidding (RTB) systems that auction ad space in milliseconds.

5. Native Advertising: Ads started to look less like ads and more like the content around them. BuzzFeed is a prime example of a platform that mastered native advertising, with sponsored posts that are indistinguishable from its regular content.

6. Virtual Reality (VR) Advertising: VR ads are not just about viewing content; they're about experiencing it. For example, the "Try Before You Fly" campaign by British Airways allowed users to experience destinations in VR before booking flights.

The progression from banners to VR represents a remarkable shift in how brands connect with consumers. It's a testament to the power of innovation and the endless possibilities that technology brings to the world of advertising. As we look to the future, one can only imagine what the next chapter will hold for display ads. Perhaps augmented reality (AR) will become the norm, or maybe we'll see ads tailored to our very thoughts and emotions. Whatever it may be, the evolution of display ads will continue to surprise and engage us in ways we can't yet foresee.

3. How VR is Changing the Game for Interactive Ads?

Virtual reality (VR) is revolutionizing the advertising industry by offering immersive experiences that traditional media cannot match. As consumers crave more engaging and interactive content, VR steps in to fill this demand with its ability to transport users into different worlds, stories, and experiences. This shift towards immersive advertising is not just a trend; it's a fundamental change in how brands connect with their audience. By leveraging the power of VR, advertisers can create memorable and impactful campaigns that not only capture attention but also leave a lasting impression.

From a consumer's perspective, VR ads are a breath of fresh air in a world saturated with banner ads and pop-ups. They offer a chance to interact with a product or brand in a meaningful way, turning a passive viewer into an active participant. For instance, a VR ad for a new car might put the user in the driver's seat, allowing them to experience the thrill of the ride without leaving their living room.

Marketers, on the other hand, appreciate VR's ability to generate valuable data. They can track where users look, how they move, and what they interact with, providing insights that go far beyond clicks and impressions. This data can be used to refine campaigns and create even more targeted and effective advertising strategies.

Advertisers are also finding that VR can lead to higher conversion rates. By creating a strong emotional connection and a memorable experience, VR ads can influence purchasing decisions more effectively than traditional ads. For example, a tourism board might use VR to transport users to a beautiful beach destination, inspiring them to book a trip.

Here are some in-depth insights into how VR is changing the game for interactive ads:

1. Enhanced Engagement: VR ads are inherently more engaging than traditional ads. Users wearing a VR headset are fully immersed in the content, with no outside distractions. This leads to higher engagement levels and a deeper connection with the ad's message.

2. Emotional Impact: The immersive nature of VR creates a powerful emotional response. Ads that tell a story or take the user on a journey can evoke feelings of joy, excitement, or even empathy, making the ad more impactful and memorable.

3. Interactivity: VR allows users to interact with the ad environment in real-time. This could be as simple as looking around a 360-degree video or as complex as using hand controllers to manipulate objects or complete tasks.

4. Memorable Experiences: The novelty and excitement of VR make the experiences more memorable. Users are more likely to remember an ad they've actively participated in, compared to one they've passively watched or scrolled past.

5. Brand Association: By associating their brand with cutting-edge technology, companies can enhance their image as innovative and forward-thinking. This can be particularly effective for tech companies or brands looking to reposition themselves in the market.

6. Storytelling: VR provides a unique platform for storytelling. Brands can create narrative-driven experiences that align with their values and message, engaging users in a story that subtly promotes their product or service.

7. Customization and Personalization: VR ads can be tailored to individual users, providing a personalized experience based on their preferences and behaviors. This level of customization is not possible with traditional ads.

8. Global Reach: VR content can be distributed globally with ease, allowing brands to reach international audiences without the need for physical presence.

9. Cost-Effectiveness: While VR production can be costly, the reusable nature of VR content can make it a cost-effective solution in the long run. Once created, a VR ad can be used multiple times across various platforms.

10. Analytics and Feedback: The interactive nature of VR provides advertisers with detailed analytics about user behavior, which can be invaluable for measuring the success of a campaign and planning future strategies.

VR is not just changing the game for interactive ads; it's redefining it. By offering unparalleled immersive experiences, VR allows brands to engage with their audience in new and exciting ways. As technology continues to advance, we can expect VR to become an even more integral part of the advertising landscape, providing endless possibilities for creativity and connection.

4. Designing Immersive VR Ad Experiences

In the realm of advertising, the advent of virtual reality (VR) has opened up a new dimension of possibilities. designing immersive VR ad experiences is not just about translating traditional ads into a new format; it's about reimagining the very essence of engagement and interaction between the brand and the consumer. This requires a deep understanding of both the technological capabilities of VR and the psychological impact of immersive experiences.

From a designer's perspective, the challenge lies in creating an experience that is both captivating and unobtrusive. Unlike traditional media, where ads are often seen as interruptions, VR ads have the potential to be a seamless part of the virtual environment. For instance, a VR game could integrate product placements in a way that adds to the realism of the game world, such as a branded vehicle that the player can drive.

From a marketer's point of view, VR ads offer a unique opportunity to create a strong emotional connection with the audience. The immersive nature of VR means that users can experience a product or service in a way that's closer to real life than any other medium can offer. For example, a travel company could use VR to transport users to a beach resort, allowing them to explore the environment and even interact with services.

From the user's perspective, the value of VR ads lies in the experience being enjoyable and memorable. Users are more likely to remember an ad if it provides them with a novel and engaging experience, rather than just a hard sell. A well-designed VR ad can leave a lasting impression, making the user more likely to consider the product in the future.

Here are some key considerations for designing immersive VR ad experiences:

1. Contextual Relevance: The ad should feel like a natural part of the VR experience. For example, an ad for sports equipment in a VR sports game enhances the realism and can be interactive, allowing users to try out virtual versions of the products.

2. User Control: Users should have some control over the ad experience. This could mean the ability to choose when to engage with the ad or having interactive elements that users can manipulate.

3. Narrative Integration: The ad should tell a story that fits within the VR world. This could be a mini-adventure where the user helps a character solve a problem using the advertised product.

4. Sensory Engagement: Utilize the full spectrum of VR capabilities to engage multiple senses. For example, a VR ad for a new car might not only show the car but also let users hear the engine's roar and feel the vibration of the steering wheel.

5. Feedback Loops: Incorporate feedback mechanisms that respond to user actions. If a user interacts with a product in the ad, the system could provide immediate feedback, such as changing the color of the product to the user's preference.

6. Analytics and Adaptation: Use VR analytics to understand how users interact with the ad and adapt the experience accordingly. If users frequently interact with a particular feature of the ad, future versions could expand on that feature.

7. Ethical Considerations: Ensure that the ad experience respects user privacy and is transparent about data collection. Users should be aware of what information is being collected and how it will be used.

By considering these points, advertisers and designers can create VR ad experiences that are not only immersive and engaging but also respectful and valuable to the user. The goal is to move beyond advertising as a one-way communication, creating a dialogue where the user's actions and preferences shape the ad experience, leading to a more personalized and effective campaign.

5. Successful VR Advertising Campaigns

Virtual reality (VR) advertising has emerged as a groundbreaking approach in the realm of interactive display ads, offering a level of immersion that traditional mediums struggle to match. By engaging consumers in a fully realized 3D environment, VR campaigns have the unique ability to create memorable experiences that resonate on a deeper emotional level. This has led to a surge in innovative VR advertising strategies that have successfully captured audience attention and generated significant buzz.

1. Audi's VR Experience Showroom: Audi took car customization to a new level with its VR experience. Customers could configure their dream car and explore every detail in a virtual space, making the car-buying process more interactive and personalized.

2. IKEA's virtual Reality kitchen: IKEA's VR campaign allowed customers to step into their dream kitchen. Users could change colors, finishes, and layouts, giving them a powerful tool for visualizing their space before making a purchase.

3. Marriott's Teleporter: Marriott created a 'teleporter' which used VR to transport users to exotic locations, offering a taste of travel without leaving the hotel lobby. This innovative use of VR in the travel industry provided an immersive preview of potential holiday destinations.

4. The North Face: This outdoor apparel company partnered with VR to transport customers to Yosemite National Park and Nepal, enhancing the shopping experience by connecting the brand with adventure and exploration.

5. Tommy Hilfiger's Virtual Catwalk: Fashion retailer Tommy Hilfiger brought the excitement of a New York Fashion Week show to its stores via VR, allowing customers to sit front row and view the latest collection as if they were there.

6. Coca-Cola's Santa's Sleigh Ride: In a festive campaign, Coca-Cola offered VR sleigh rides, giving users the experience of flying with Santa Claus. This campaign combined the magic of Christmas with the novelty of VR to create a delightful brand experience.

These examples demonstrate how VR can be leveraged to create ads that are not just viewed but experienced. By transporting users to different worlds, letting them interact with products in new ways, and providing unforgettable experiences, VR advertising has the potential to revolutionize the way brands engage with their audiences. As technology advances, we can expect to see even more creative and immersive VR campaigns that push the boundaries of what's possible in advertising.

6. Measuring the Impact of VR in Display Advertising

Virtual reality (VR) has revolutionized the way brands interact with consumers, offering immersive experiences that traditional display advertising could never achieve. By engaging users in a three-dimensional environment, VR in display advertising has the potential to significantly enhance brand awareness and customer engagement. This technology allows advertisers to measure user interaction with a level of precision that was previously unattainable, providing valuable insights into consumer behavior. The impact of VR on display advertising can be assessed from various perspectives, including user engagement, emotional response, brand recall, and conversion rates.

From the user engagement standpoint, VR ads tend to have higher interaction rates compared to standard display ads. users are more likely to spend time exploring a virtual environment, which leads to deeper engagement with the advertised product or service. For instance, a VR ad campaign by Tommy Hilfiger allowed users to attend a virtual fashion show, resulting in a 50% higher engagement rate than their traditional online campaigns.

Considering emotional response, VR's immersive nature can evoke stronger feelings and a sense of presence that traditional ads cannot. This was evident in Charity: Water's VR documentary, which led to a 100% increase in donations, showcasing the power of VR to elicit empathy and action from viewers.

When it comes to brand recall, VR advertisements create memorable experiences that users are more likely to remember. A study showed that VR experiences have a 70% higher recall rate compared to two-dimensional media, highlighting the effectiveness of VR in creating lasting brand impressions.

Lastly, conversion rates can be significantly boosted with VR ads. Users can virtually try products before purchasing, as seen with IKEA's VR kitchen experience, which led to an increase in online sales and in-store visits.

Here's a detailed look at the impact of VR in display advertising:

1. user Interaction metrics: VR allows for the tracking of new metrics such as gaze tracking, interaction time, and behavioral patterns within the virtual space. These metrics provide a deeper understanding of user interest and engagement levels.

2. Emotional Engagement Analysis: By using biometric sensors, advertisers can measure a user's emotional response to VR content, giving insights into what resonates with the audience on an emotional level.

3. Brand Engagement: VR experiences often lead to social sharing and word-of-mouth promotion, extending the reach of the campaign beyond the initial user base.

4. Conversion Tracking: With VR, it's possible to track a user's journey from initial interaction to final purchase, offering a clear picture of the VR ad's effectiveness in driving sales.

5. A/B Testing: VR environments allow for controlled A/B testing of different ad elements, from colors to messaging, to determine what works best in capturing user attention.

6. long-Term impact: Studies can be conducted to assess the long-term effects of VR advertising on brand perception and loyalty, providing insights into the sustained value of VR campaigns.

Measuring the impact of VR in display advertising involves a multifaceted approach that considers various metrics and user responses. The immersive and interactive nature of VR provides advertisers with a powerful tool to capture user attention, evoke emotional responses, and ultimately drive higher conversion rates. As VR technology continues to advance, its role in display advertising is set to become even more prominent, offering unprecedented opportunities for brands to connect with their audiences.

7. Challenges and Considerations in VR Ad Implementation

Implementing virtual reality (VR) in advertising presents a unique set of challenges and considerations that advertisers must navigate to create effective and immersive campaigns. Unlike traditional media, VR ads offer an interactive and engaging experience that can significantly enhance brand recall and customer interaction. However, the immersive nature of VR also introduces complexities related to user experience, technology integration, and content creation. Advertisers must carefully consider how to balance the immersive qualities of VR with the practical aspects of ad delivery to ensure a positive and impactful user experience.

From the perspective of user experience, the primary challenge is to design VR ads that are intuitive and enjoyable. This involves creating content that is not only visually appealing but also easy to interact with, avoiding common pitfalls such as motion sickness or user disorientation. For instance, a VR ad for a travel agency might transport users to a virtual beach, allowing them to explore the environment in a natural and comfortable way, thereby enhancing the appeal of the destination.

Technological integration is another critical consideration. Advertisers must ensure that their VR ads are compatible with a wide range of devices and platforms. This can be particularly challenging given the rapid pace of technological advancement in VR hardware. For example, an ad created for a high-end VR headset may need to be adapted for mobile VR platforms to reach a broader audience.

Content creation for VR ads requires a different approach compared to traditional media. Advertisers must craft narratives that leverage the 360-degree environment and encourage user interaction. This often means investing in higher production values and considering how to guide the user's attention within the VR space. A successful VR ad might feature interactive elements that prompt users to engage with the product, such as a car advertisement that allows users to customize the vehicle's features within the VR experience.

Here are some in-depth considerations for VR ad implementation:

1. User Comfort and Accessibility: Ensuring that VR ads are accessible to users with varying levels of experience with VR technology is crucial. For example, providing adjustable settings for motion sensitivity can help prevent discomfort and make the experience more inclusive.

2. Engagement vs. Intrusiveness: finding the right balance between creating an engaging ad and being overly intrusive is essential. A VR game that seamlessly integrates product placement, allowing players to interact with the brand in a meaningful way, can be more effective than a disruptive pop-up ad.

3. Measuring Effectiveness: Unlike traditional ads, the effectiveness of VR ads can be challenging to measure. Advertisers may need to develop new metrics, such as tracking user gaze and interaction within the VR environment, to gauge the success of their campaigns.

4. Privacy Concerns: With the ability to collect detailed user data, VR ads raise privacy concerns. Advertisers must be transparent about data collection practices and provide users with control over their personal information.

5. Cost and ROI: The high cost of producing quality VR content can be a barrier for some advertisers. It's important to carefully consider the return on investment (ROI) and whether the immersive experience will lead to tangible business outcomes.

6. cross-Platform compatibility: Creating ads that work across various VR platforms can be technically demanding. An ad designed for the Oculus Rift might need adjustments to perform well on the HTC Vive or PlayStation VR.

7. Narrative and Storytelling: Crafting a compelling narrative that takes advantage of VR's immersive properties can enhance user engagement. For instance, a VR ad for a new film could place viewers in a scene from the movie, creating a memorable experience that builds anticipation for the release.

By addressing these challenges and considerations, advertisers can harness the power of VR to create ads that are not only captivating and memorable but also drive meaningful engagement and brand loyalty. As VR technology continues to evolve, the potential for innovative advertising strategies in this space is vast, offering exciting opportunities for brands willing to embrace this new frontier.

8. Trends in VR Interactivity

Virtual reality (VR) is transforming the landscape of advertising by offering immersive experiences that engage consumers in ways traditional media cannot. As VR technology becomes more accessible and affordable, advertisers are exploring its potential to create interactive display ads that captivate audiences. The interactivity of VR allows for a level of engagement that goes beyond passive viewing, inviting users to become active participants in the advertising narrative. This shift towards interactive storytelling in advertising is not just a trend; it's becoming a new standard for how brands connect with their audience.

From a consumer's perspective, VR ads offer a break from the clutter of traditional advertising, providing a novel and memorable experience. For advertisers, the data generated from these interactions is invaluable, offering insights into consumer behavior and preferences. The ability to track a user's gaze, interaction time, and emotional responses opens up new avenues for personalized advertising. Meanwhile, creative professionals see VR as a canvas for innovation, pushing the boundaries of what can be achieved in digital marketing.

Here are some in-depth insights into the future trends of VR interactivity in advertising:

1. Personalized Storytelling: VR ads will increasingly use data analytics to tailor experiences to individual users. For example, a VR car advertisement might take you on a test drive through your favorite landscapes, curated based on your social media activity.

2. Gamification: Incorporating game elements into VR ads can significantly boost engagement. A sportswear brand could create a VR experience that challenges users to a virtual workout, with rewards for completing certain tasks.

3. Social Integration: Future VR ads could become shared experiences, connecting users with friends or other participants in real-time. Imagine attending a virtual concert sponsored by a brand, where you can interact with others as if you were there together.

4. Sensory Engagement: Advancements in VR technology will allow ads to engage more senses, such as touch and smell. A perfume brand could create a VR garden that lets users explore different scents.

5. Interactive Product Demos: VR will enable users to try products virtually before buying. Furniture stores could use VR to let customers place virtual furniture in their homes to see how it fits and looks.

6. Narrative Depth: VR ads will evolve to have more complex narratives, where user choices affect the outcome. This could be used in movie trailers, where users explore different story paths, leading to unique endings.

7. real-Time customization: AI-driven VR ads could adapt in real-time based on user reactions, ensuring the experience is always engaging and relevant.

8. Ethical Considerations: As VR ads collect more personal data, there will be a greater focus on privacy and consent. Advertisers will need to navigate these issues carefully to maintain consumer trust.

9. Accessibility: Efforts will be made to make VR ads more accessible to a wider audience, including those with disabilities. This could involve adaptive interfaces or alternative control schemes.

10. Measurement Metrics: New metrics will be developed to measure the success of VR ads, going beyond clicks and views to include engagement depth and emotional impact.

These trends highlight the dynamic nature of VR in advertising, where the possibilities are as limitless as the technology's potential. As VR continues to evolve, it will undoubtedly shape the future of advertising, offering interactive experiences that are not only engaging but also deeply personal and impactful.

9. Embracing VR for Next-Gen Advertising

As we delve into the conclusion of our exploration of virtual reality (VR) in advertising, it's clear that VR is not just a fleeting trend but a transformative force in the marketing landscape. The immersive nature of VR creates a fertile ground for interactive display ads, offering a sensory-rich experience that traditional media cannot match. This technology has opened up new avenues for brands to create deeply engaging narratives that resonate with consumers on an emotional level. By leveraging VR, advertisers can craft experiences that are not only visually stunning but also interactive and personalized, leading to higher engagement rates and stronger brand recall.

From the perspective of consumers, VR offers an escape from the noise of conventional advertising, providing a unique and captivating experience. For advertisers, it's an opportunity to break through the clutter and capture the undivided attention of their audience. Meanwhile, creative agencies find VR a playground for innovation, where they can push the boundaries of storytelling and design.

Here are some in-depth insights into embracing VR for next-gen advertising:

1. Personalization at Scale: VR allows for personalized ad experiences that can adapt in real-time to the viewer's reactions and choices. For example, a car manufacturer could create a VR test drive experience that changes the car's color and features based on the user's preferences.

2. Enhanced Emotional Engagement: The immersive quality of VR can evoke stronger emotional responses compared to other media. A charity campaign using VR can transport users to the heart of its cause, creating a powerful empathetic connection.

3. memorable Brand experiences: VR creates memorable experiences that users are likely to share with others. Take, for instance, a travel agency offering VR tours of exotic destinations, which can lead to increased word-of-mouth marketing.

4. data-Driven insights: VR interactions generate a wealth of data, providing valuable insights into user behavior and preferences. This data can be used to refine marketing strategies and create more effective campaigns.

5. bridging the Virtual and physical: Retailers can use VR to bridge the gap between online and in-store experiences, like virtual try-ons for clothing or virtual tours of real estate properties.

6. Interactive Storytelling: Brands can leverage VR to tell interactive stories where the user becomes part of the narrative, such as a mystery game that unfolds differently based on the user's decisions.

7. long-Term engagement: Unlike one-off ads, VR experiences can be designed to bring users back multiple times, offering new content or rewards on each visit, similar to how video games engage players.

Embracing VR for next-gen advertising offers a multitude of benefits, from personalization to long-term engagement. As technology continues to evolve, we can expect VR to become an integral part of the advertising toolkit, providing brands with innovative ways to connect with their audience and stand out in a crowded market. The key to success will be in creating VR content that is not only visually impressive but also meaningful and relevant to the consumer, ensuring that the novelty of the medium translates into real value for both brands and users.