There's no arguing that VR is still in its infancy and brands may be wary of spending on such a new Blade Runner-esque platform but a recent study from Greenlight VR found that the majority of consumers (71 per cent) thought the use of such tech made brands seem 'forward thinking and modern,' with 53 per cent noting they'd be more likely to buy from one that uses VR than from another that doesn't.ДЄlthough, despite the seemingly endless uses for the technology, and the fact it gives advertisers the a way to innovate their brand values, Jack Morton's Azor says that despite a few exceptions it's still quite difficult to justify VR providing a practicial return on investment. The immediacy and empathy of a great retail service experience, but available anytime, anyplace, and on the customers' terms, giving them amazing choice and control,' he muses. 'VR is perhaps the perfect medium to deliver that. Glyn Britton, chief strategy officer at innovation agency Albion believes that VR could be the best place to serve up what he describes at the 'fourth era of customer service,' which combines the best of local retail with the best of the internet.

For example, imagine shopping for a new sofa and getting the chance to see what it would look like in your lounge, or 'visiting' a selection of potential wedding venues without having to travel. In terms of retail, e-commerce and live experiences, there are almost limitless opportunities this could offer up to brands and consumers. Within that space, users can do things like pick up a menu, or make a reservation. Little is yet known of Carmel, but one of the demos shown on stage by Zuckerberg during his speech was a product called Photo Spheres, which uses 360-degree photography to make users feel as though they are in a restaurant or a foreign location. 'Right now the large risk is whether or not VR will ever be a mass experience, which is yet to be proved but if VR hits critical mass they are onto a good thing.' 'Perhaps its now making an early move with VR which will come with its own risk and rewards,' he adds. Facebook reads and plans for future trends better than anyone else in its space and reacts accordingly.вЂќД®lsewhere, Ben Little, co-founder of innovation consultancy Fearlessly Frank argues that Facebook was a bit late to the game with mobile and video, and now faces growing competition from the likes of Snapchat as a result. ItвЂ™s not a coincidence that Facebook has continued to grow while other social networks have come and gone.

вЂњSince Facebook was initially launched, it has gone through a relentless cycle of innovation and evolution. вЂњThere is absolutely a parallel between this pivot to VR and the pivot Facebook made to mobile a few years back,вЂќ notes Adam Azor, senior vice-president of integrated and digital Marketing at global brand experience agency Jack Morton Worldwide. But will the chief have the same Midas touch when it comes to VR, and what does that mean for marketers? ItвЂ™s also worth noting,that the last time Facebook doubled down on a fresh channel, Zuckerberg rebuilt the entire social network around mobile, which proved to be a triumphant move since 85 per cent of its total ad revenue now comes from those devices. Sky, meanwhile, has just released a VR app, and the Guardian has enlisted an entire VR division to work with brands. Big names like Taco Bell, Sony Entertainment, and Visa have been toying with the channel.

Once a nice-to-have, FacebookвЂ™s investment in the space could soon see VR taking its first steps to becoming a valuable part of the marketing mix for brands and media owners.

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