Experimenting with VR Ad formats at Area 120

Area 120, Google's internal workshop for experimental ideas, is exploring new native, mobile VR ad formats to help developers monetize their VR applications. The team is focusing on creating ad experiences that are non-disruptive, easy to implement, and customizable for developers while being engaging and non-intrusive for users. Their initial concept involves a cube in the VR environment that users can interact with to trigger a video ad, which can be easily closed after viewing. Encouraging results have been seen with initial test partners, and Area 120 is inviting VR developers to participate in an early access program to further refine and test this ad format across platforms like Cardboard, Daydream, and Samsung Gear VR. An early-stage SDK is available for developers interested in joining this initiative.