×
You will be redirected back to your article in seconds

Adobe Is Developing Advertising Solutions for Virtual Reality (EXCLUSIVE)

Adobe is starting to dip its toes in the water with regards to virtual reality advertising: The company is showing of a project for advertising in VR at the Mobile World Congress (MWC) in Barcelona this week.

The project is at this point only a prototype coming out of the company’s research labs, but Adobe Primetime Director of Product Management Campbell Foster told Variety during a recent interview that the company could deliver similar solutions to publishers within the next 6-12 months.

The project shown off at MWC was kick-started by Adobe Engineering Manager YS Shin during one of the company’s recent garage week events, which encourage employees to explore new ideas over the course of a few days.  It’s focused on theater-style viewing of 2-D videos in a VR environment, similar to the way Netflix, HBO and Hulu make their existing catalogs available on headsets like the Samsung Gear VR and Google’s Playstation View.

Adobe’s VR is a takeover of a theater-style 2-D movie. Courtesy of Adobe

A clip shown in this fashion is paused for an interstitial for Coca Cola, which takes over the entire theater, and displays a set of information cards that could be used to deliver additional information about the product, promise coupons or even tweet from within the app. At the end of the interstitial, the take-over gradually fades out again, making room for the video to continue.

Foster said that Adobe purposefully focused on this theater setting at first, as opposed to more immersive 360 or 3-D experiences. “With 360, it’s not clear what content is going to look like beyond gaming,” he said. He also said that Adobe wanted to focus on mobile VR because of availability issues, as opposed to higher-end headsets, or even augmented reality (AR) technologies. “For entertainment, VR is a lot more promising than AR,” he said.

The ad unit includes a set of information cards that could unlock coupons and more. Courtesy of Adobe

This isn’t Adobe’s first foray into virtual reality. The company also has VR initiatives as pat of its Creative Cloud unit, which focuses on content creation tools, and is now making it possible to edit VR video in Premiere Pro. And Adobe’s Document Cloud unit is working on bringing PDFs to VR.

The advertising project shown off this week is still in its early stages, but Foster said that it could eventually take advantage of many of the same features that Adobe today offers for traditional video advertising, including detailed analytics as well as the ability to target consumers and dynamically swap out content based on the viewer. “If it is someone under 21, don’t show the Budweiser ad,” he said.

Foster also said that these ad units could eventually also take viewers out of the theater setting and beam them into an even more immersive experience, only to teleport them back when the ad is over. “There is a lot of room for creativity with the format,” he said.

Adobe’s Primetime team, which is part of the company’s marketing Cloud unit, has been doubling down on video advertising as media playback and other areas that have long been mainstays of the company are increasingly getting commoditized. At the end of 2016, Adobe acquired video ad tech company Tubemogul for $540 million.

More Digital

  • Livenation AR Live stream

    Live Nation to Debut AR Live Stream at Music Midtown Festival

    Come September, Live Nation is set to begin streaming live events in augmented reality. The entertainment giant will debut live AR broadcasting at the Music Midtown festival in Atlanta, Georgia, where attendees will also be able to unlock filters and other AR effects. Live Nation announced the new initiative at the Cannes Lions festival Thursday, [...]

  • Adam Driver appears in The Report

    Amazon’s ‘The Report’ Gets U.K. Theatrical Release Ahead of Streaming Launch

    Amazon Studio’s “The Report” will be released theatrically in the U.K. three weeks before it lands on the Prime Video streaming service. The Scott Z. Burns film tells the story of Daniel J. Jones, a U.S. Senate staffer who worked to reveal that truth about an “enhanced interrogation” program run by the CIA in the [...]

  • Netflix HQ LA

    Netflix Engineers Developed a Rumble Pack Feature During Latest Hack Day

    A duo of Netflix employees had a unique idea for making the service’s shows even more stirring: They added a rumble pack option to the Netflix app as part of the company’s latest hack day. When watching shows like “Voltron,” the feature makes phones vibrate in sync with the action on the screen, similar to [...]

  • Apple - iPhone-XR-launch-Covent-Garden-London

    Apple Warns New Tariffs Would Impact iPhones, iPads, Macs

    Apple has told U.S. trade representative Robert Lighthizer in a filing that all of its major products would be impacted if the U.S. enacted a fourth round of tariffs in its escalating trade war with China. CNBC was first to report about the filing Thursday. “The proposed tariff list covers all of Apple’s major products, [...]

  • Amazon Music

    Amazon Music Launches on Comcast's Xfinity X1 Set-Tops

    Amazon Music is rolling out on Comcast’s Xfinity X1 — the first pay-TV distribution deal for the ecommerce company’s music service. The cable operator’s addition of Amazon Music comes six months after it added Amazon Prime Video to the X1 lineup. Prime Video quickly became one of the most-used apps on the service, which prompted [...]

  • The Frontier

    Conecta Fiction: Project Pitches Prizes Passed Out in Pamplona

    On Wednesday evening the Spanish city of Pamplona was overrun, not by bulls, but by hopeful TV creators who had spent the early week pitching their projects at Conecta Fiction, and who anxiously waited to find out the titles which would take home silverware. Meanwhile, “Monzón,” a Disney-Pampa-Incaa production portraying the tragic violence of Argentine [...]

More From Our Brands

Access exclusive content