In recent months, large amounts of investment funds have poured into content-oriented virtual reality startups such as Within (VR video content production platform) and Lucid (VR game company). At the same time, VR technology companies focused on advertising business are basically located in the "edge zone", they want to wait and see for some time, waiting for VR to become a more mainstream consumer market.
And a sign on Wednesday shows that this era is not far away from us. Vertebrae, an advertising technology company focused on virtual reality technology, announced that it has just received a $10 million capital injection to promote its eponymous advertising platform. The Santa Monica, Calif.-based company declined to disclose its investors, but said investors are non-media companies.
Vertebrae's current development momentum is very good. A week before the financing news came out, the company cooperated with Lions Gate’s marketing department and held the first advertising campaign for the movie Witch Blair. The company’s competitors include Immersv, Kiosked, Omnivirt and VirtualSky (basically both VR advertising platforms), which are also startups that have attracted large amounts of investment funds in the near future.
Some industry observers predict that as the "adhesion" of VR headsets gradually increases, the advertising industry will experience a greater change - advertising may continue to upgrade as the content develops. In March of this year, TechCrunch reported that the scale of global VR and AR technology investment has reached one billion US dollars.
In particular, Vertebrae claimed that its platform has the advantage of "device unrelatedness", which means that the platform can be used to promote trendy VR headline advertisements such as Oculus Rift and HTC Vive. Lions Gate Studios is also working hard to promote an avant-garde VR movie trailer full of magic (in this case, "Witch Blair"), which allows fans to experience 90-second intrigue and terror. In addition, Vertebrae also collaborated with VR Entertainment's Otherworld Interactive to create a 360-degree mobile advertising campaign for the Witch Blair project.
Vinte Cacace, CEO of Vertebrae, stated: "We will not announce that this task has been completed or ended after we have built an advertising experience. In fact, we are building a complete channel to display all the components of the entire ecosystem. â€
But Jessica Peltz, a partner at venture capital agency KBS Ventures, expressed his suspicions about the capabilities of the system: “360-degree mobile video in front-page ads is indeed a commendable improvement, but it is still a static experience. People will soon feel bored.†But Peltz also pointed out that more powerful measurement and feedback technology may be the key to persuade investors and brands and promote the development of VR advertising.
Established 1 year ago, Entrypoint is a VR advertising company that focuses on VR communication and analysis and collaborates with creative agencies and content stores. The startup, based in New York City, said it has completed the first round of financing. Entrypoint CEO Carissa Flocken thinks that "playing results is the best condition for persuading investors": "We have received the warmest welcome in the market. The obvious reason is that the biggest reason is that we have the ability to satisfy investors. Rating requirements."
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