for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
‘An entirely new experience’: What top marketing and publishing execs expect from VR
Is virtual reality the next big thing or the next big fuss over nothing? In advance of our one-day deep dive event WTF Virtual Reality in New York City on May 11, Digiday caught up with four speakers about whether VR is really here to stay.
Ben Kosinski, head of collaboratory, iCrossing
Facebook, Google, Samsung, Microsoft, Sony and HTC are all building hardware and platforms in VR. Their involvement, resources and audience scale will make this the next great storytelling platform for brands.
Sebastian Tomich, svp, advertising and innovation, The New York Times
VR is going to be something, but my gut is that in the near future, hardware will resemble little of what we see right now. There’s no doubt that being able to twist and turn, interact, and transport yourself to a new experience advances what we can do as creators. I don’t see any fad there. Putting a heavy box on your head to do that? Seems short-term to me.
Niko Chauls, director of applied technology, Gannett
VR is not a feature, a feature enhancement or even a product. It is a new medium. It will live alongside print, radio, film and Internet, not replacing any of them but establishing itself as a new form. When you think about VR as a medium, you begin to understand the power and impact it will have on all of us.
Cory Key, vp, interactive, Discovery Communications
Virtual reality doesn’t just build on an existing medium. It’s an entirely new experience. Being completely immersed in an environment allows users to suspend disbelief in a way that has never been done before, and transports them to locations they may not experience otherwise. Watching others try virtual reality for the first time, you quickly realize this is game-changing moment in technology.
To learn more about WTF Virtual Reality, click here.
More in Announcement
Uber, Time and eos are 2026 Future Leader Awards finalists
The Future Leader Awards, presented by Digiday, Glossy and Modern Retail, recognize the next generation of leaders making a significant impact in their industry, with 10 years of experience or less. This year’s finalists represent a new wave of leadership defined by forward-looking strategy and cross-functional execution. Their work is grounded in measurable outcomes, delivering […]
YouTube, CBS Sports and The Walt Disney Company are among the 2026 Digiday Video and TV Award Winners
This year’s winners highlight how brands are reshaping video and TV through storytelling, collaboration and technology. Campaigns leaned into emotional narratives and creator partnerships to build deeper audience connections, while advances in ad tech and other emerging tools enabled more seamless integration with content. Across platforms, social video played a central role in driving engagement […]
Adobe, Nasdaq and Samsung are 2026 Digiday Video and TV Awards finalists
The 2026 Digiday Video and TV Awards finalists reflect a shift toward more immersive, audience-driven storytelling, where participation is as important as reach. Brands, publishers and agencies are embracing entertainment-first formats and designing content that extends beyond single moments, building sustained engagement across platforms. Premium video and original programming are increasingly amplified through omnichannel strategies […]