Virtual reality is real and will play a key role in the future of online marketing, according to senior executives from Viacom’s MTV Networks and Nickelodeon media properties speaking yesterday at the first annual Virtual Worlds Conference. Jeffrey Yapp, executive vice president of MTV Networks, talked about the various MTV branded online environments and how these spaces allow brands to market directly to consumers. He cited the Laguna Beach environment as a positive destination for Pepsi, where 95 percent of consumers in the online world purchased Pepsi products to drink. “Virtual reality may seem like a niche oriented space, but it will play a critical role in the mass culture of many,� Mr. Yapp told attendees.

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