Jon Collins is global president of integrated advertising at Framestore. He will be speaking at the Dubai Lynx on What Four Years of VR Have Taught Us.
Virtual reality (VR) is the most exciting new platform to be introduced into marketing, entertainment, education and healthcare for many years. Yet brands still struggle with committing to a budget, largely due to concerns about return on investment (ROI).
90 per cent of chief marketing officers I’ve spoken to in the last six months asked the same basic question: “If I spend a dollar on a VR project, can you guarantee me a return of $1.50?” The answer is that I can’t. No matter how good the creative or execution, if it doesn’t answ
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