LAS VEGAS—It's no surprise to see virtual realty is yet again on the tops of marketers' minds at CES this week in Las Vegas. After all, in the year that's passed since CES 2016, quite a few ad agencies and brands have created some of their first VR experiences using some of the hottest headsets like HTC Vive, Oculus Rift and Samsung Gear VR.
But while many have begun to slowly experiment, some say the future of VR is in the hands of the content creators—that without good content, there is less of a reason for consumers to spend hundreds of dollars on headsets. And while the hardware itself is still in somewhat of a relative infancy stage, the next few years could see a shift from clunky devices to something a little more transportable.
For example, just this week, Intel announced Project Alloy, its first VR headset, which promises to be cheaper and also wireless (bypassing a constraint that some other powerful devices have). Lenovo also debuted its own headset, which is expected to compete with the HTC Vive.
Adweek caught up with Trevor O'Brien, chief technology officer at Deutsch in New York, to talk about how VR has evolved since he first began attending CES nearly a decade ago. He said that while it began with the shock of being able to see in all directions, the content has now begun to include storylines that turn the experiences into true narratives.