Newland, speaking to Marketing at the Direct Marketing Association’s Pull 2015 event last week, said that agencies need to ‘warm people up’ to new technologies as advertising evolves.
He said: "We know there is nothing new with virtual reality technology but all of a sudden with Oculus they’ve made it more accessible and I think one of the interesting things is, it’s great these experiences are happening now but we’re very close to everyone having one in the home. So we’re kind of warming people up essentially."
Charlotte Childs, strategy director at Smart Cookie, spoke of technology’s ‘versatility’ in marketing.
She said: "Once we’ve created that [CGI] model then we can create an environment, a digital set if you like, and the once you’ve actually created that you have the versatility where you can use it in all manner of ways."
Graeme Burton, operating direct at Eyei Interactive, believed interactivity was the key to success of their ‘cross channel tool’.
He said: "It allows consumers to really interact with brands, not just from printed material but from moving image TV advertisement."