COLOGNE — Virtual reality is no longer in the future, it’s here and now – figuring out what that means is the next step.

To Suresh Vittal, the new VR immersion is a big deal, but also merely an extension of an approach companies should already have been heeding.

“Brands can achieve sustainable competitive advantage from focusing on the consumer experience,” the Adobe Marketing Cloud marketing VP tells Beet.TV in this video interview.

“It’s not about the product we sell anymore, it’s about the consumer’s experience – buying and using the product. The product is just along for the ride.”

Publishers like The New York Times, USA Today, Washington Post, Sky News, Facebook and YouTube are now gaining traction for their 360-degree and virtual reality video productions, with some of them hoping advertisers come along for the ride.

But the possibilities for VR branding are even greater – and more complex – than they are in the 2D world.

“VR creates yet another font of data,” Vittal reckons. “It’s very granular – every movement, every clenching of the fist, every emotion the individual expresses. VR is an amazing opportunity to bring rich experience.”

This interview was conducted by Furious Corp CEO Ashley J. Swartz.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.