Reading through some old articles and found these quotes of mine from articles back in 1995. I think the key points still remain true today.
The first lesson for using any technology in marketing, he says, is to make the technology invisible and work on the content, not forgetting that people like to have fun.
It's obvious really. Polinchock uses what is becoming a wellknown metaphor in North American marketing: "If you went to a book conference and said you thought content was important, they'd look at you as if you were a moron. Yet we're talking like content is something new."
"Plus, a lot of ad agency people I've spoken to are intimated by the process of creating a VR experience. The trick is understanding the non-linear aspects of VR. And in the advertising world, that's an enormous, cognitive leap."