The digital ad industry’s biggest trade group says consumers want to see more commercials they can immerse themselves within — as long as they’re done right.

A new report from the Interactive Advertising Bureau on Monday pointed to substantial growth potential in the nascent world of virtual reality advertising, despite some marketers’ concerns that the technology is destined to stay a niche offering.

The IAB reached its conclusion through dozens of interviews with key people in the publishing and advertising industries as well as software and hardware firms. Read more…

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Virtual reality ads are in high demand — when done right