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Adobe takes the first steps to bring its Marketing Cloud into virtual reality

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Wayne Strickland
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Virtual cinema, now supported in part of Adobe s Marketing Cloud

Adobe s Marketing Cloud sees the writing on the wall.

The tech giant has announced, for the first time, that it is supporting virtual reality media in its Marketing Cloud, initially in Primetime and Analytics.

Primetime, which provides tools for online video on demand, linear TV and multi-device playback, has recently become a fuller citizen of the Cloud.

There s also 360-degree video, either recorded 360 as on Facebook, where you can look around an unchanging sphere as the action unfolds, or 360-degree VR video, where you re actually inside a VR environment, with live interaction that can be different every time.

Several types of ads for VR are also coming to Primetime.

One tool, which is still in beta, will allow brands to add physical objects or signage to virtual cinema, such as a Drink Coke sign inserted into a wall at a virtual concert.

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Wayne Strickland
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