COLOGNE — 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. Could advertisers do the same?

In this interview with Beet.TV, Starcom Worldwide Global Brand President Lisa Donohue joins the excitement with an emphatic ‘yes’. But how should brands and agencies use this new technology, now that it is finally shaping up?

“VR and AR… is the number-one topic in our industry right now,” she says. “We’re really starting to see things that could scale.

“VR enhances storytelling by making it a more immersive experience. It’s not like ‘here’s another channel that we need to shift money to’, here’s a technology that can enhance our storytelling. That’s fitting with our position as a human experience company.”

Some of the publishers cited are on-record as seeking brand advertisers to bankroll their VR content. What could that look like? Donohue calls out some examples of campaigns she says work really well in the format:

“Think about that range – wow. Any brand can use it to enhance storytelling.”

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