Virtual Reality Is Grabbing Brands’ Attention but Not Their Ad Dollars

3-D video hits challenges before taking off

More than a year after Facebook's $2 billion acquisition of Oculus Rift and virtual reality's promise to transform digital storytelling, major marketers are taking the 3-D technology out for a test drive but are far from ready to shift their activations into high gear.

"This year we've probably got three conversations going on with clients about ways that they can use virtual reality," said Matt Powell, co-president of Kirshenbaum Bond Senecal + Partners. "Last year, we were having one conversation."

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