HTC announced a new platform on Tuesday that will allow brands to know whether or not a user has looked at an ad when they are using one of its virtual reality (VR) headsets.
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HTC has worked out a way for brands to be able to tell whether you’ve looked at a VR ad
HTC announced its VR Ad Service at its annual Vive Ecosystem Conference.
HTC Vive Arcade Scotland
With the VR Ad Service, advertisers only pay for an ad after a user has seen it.
The service is strictly opt-in, meaning that ads will only show up in content where developers have decided to include them.
On its website, HTC writes: "Ads that appear in immersive VR environments can not only provide more effective impressions, they can also track whether the users have viewed them or have turned away their gaze."
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Some of the ad formats HTC announced include loading scene banners, 2D and 3D in-app placements, and app recommendation banners.
The website touts the benefits of eye-tracking for advertisers, saying it gives advertisers true viewability data and enables "precise re-targeting." Viewability is a top concern for advertisers when it comes to their digital ad spend as they want to ensure their ads actually had the possibility of being seen by a human.
HTC's Vive, which costs $799, is one of the leading virtual reality headsets that runs from a computer.
Alongside the launch of the advertising service, HTC Vive also announced it would be the exclusive virtual reality content distributor for the sci-fi movie "Ready Player One."
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