Too expensive an investment. Not enough consumer adoption. No scalable advertising opportunities. Marketers have many reasons to be cautious about building virtual and mixed reality experiences. With examples from its neuroscience studies, digital agency Isobar shares how it’s measuring the effectiveness of VR and MR projects, what marketing insights can come from 3-D experiences and if there’s hope for linking these efforts to return on investment.
Ad Age Next: What Neuroscience Says About VR