VR’s Future Still ‘Unknown,’ Says IAB Report
The Interactive Ad Bureau views this as a “watershed year” for virtual reality, which is “finally achieving mass scale,” as experiences “are expanding beyond the hardcore gaming community and into everyday mobile and desktop browsers via 360 video,” IAB reported…
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Monday. The future of VR “is still very much unknown,” it said. “VR could scale faster than ever, or fade into flash-in-the-pan obscurity." There’s an “extraordinary level of hype” about VR that may unnecessarily raise consumers’ expectations, making it harder for companies to wow the public, said the report, based on interviews with industry executives.