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The digital ad space is murky, and it's becoming increasingly clear that users aren't seeing as many ads thanks to ad-blocking technology.
And even when they do see ads, more than 60% of users say they find them annoying and intrusive.
Furthermore, people have been shifting to mobile as their primary media consumption device in the last three years, while ad spend lagged. In short, the industry is reactive rather than proactive. As a result, U.S. digital ad revenue has become Google and Facebook, followed by everyone else.
But immersive video through virtual and augmented reality could change all that.
Business Insider looks at the potential of immersive advertising.