GroupM brings new reality to advertising

GroupM has struck a strategic agreement with Happy Finish, an augmented reality and virtual reality focused company, to develop creative solutions in the VR space for its clients.As the virtual reality sector heats up globally with hardware, software and creative services solutions, advertisers are starting to explore opportunities for a new type of consumer engagement with immersive VR experiences.The partnership gives GroupM’s agencies and clients in Asia access to Happy Finish’s creative and technology resources to develop VR campaigns.Virtual Reality simulates physical presence in the real or imagined world and a number of marketplace developments indicate the technology is at the precipice of mainstream adoption by 2020.The Oculus Rift VR headsets are expected to start shipping in Q1 2016 and total sales for the category are expected to hit 11 million users in 2016, according to SuperData.Additionally, Google’s Cardboard VR headset is anticipated to allow consumer participation in VR at almost zero cost.