While some reports from auditing firms might be going through a challenging time in SA, recent news from PwC should make marketing directors and their agencies sit up and take notice. PwC’s 2017 “Global Entertainment & Media Outlook” report paints a positive picture for the virtual reality (VR) market. It stood at US$869m in 2016 and is set to top $15bn globally by 2021. SuperData Research, which provides insight about interactive media, is even more optimistic, stating that by 2020 the VR market will reach $40bn. VR is set to play a major role in the media and entertainment sector, and growth will be aided by marketing and ad agencies wanting to draw people to immersive brand experiences. Consumers will be there Software such as Daydream, created by Google for higher-end Android phones, will soon have people spending more time in the VR space. It makes sense to get brand-linked content ready for them, because once in VR, consumers are engaged in one activity and one activity only –...

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