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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.