Yanira D. Kivi 
NEW YORK, Oct 20 (Reuters) – Toyota Motor Corp is testing a new kind of ad by running the first commercial designed for viewing in USA Today’s new virtual reality program.
Toyota’s 2017 Camry ad will debut Thursday when it sponsors the first episode of “VRtually There,” show creator Gannett Co Inc told USA Today. The show, announced in March, can be seen on USA Today and YouTube apps with a VR headset such as Alphabet Inc’s Google Cardboard.
Each episode will be about five to seven minutes long and will feature mostly inspirational and adventure stories, Niko Chauls, director of applied technologies for USA Today Network, said in an interview.
Virtual reality, the panoramic technology derived from video games, is still in its infancy and has yet to become widespread. Content creators like Gannett and advertisers are trying to figure out how to make money with virtual reality content and advertising.
Gannett wanted to pioneer virtual reality and set the standard for ads in emerging technology, Chauls said.
Chauls dubbed Toyota’s ad a “cubemercial”, because viewers see the visuals as if they were placed on four walls around them with empty space when turning their heads toward the floor and ceiling.
More brands will advertise in future episodes, said Kelly Andresen, Gannett’s vice president of branded content. She declined to provide further details.
To tap potential revenue streams, Gannett’s bet on virtual reality is part of an expansion beyond the declining print business. The company is testing new digital content and advertising formats, while making acquisitions in the press sector to expand its presence.
After the premiere, the new show will air at 2:00 p.m. EDT (6:00 p.m. GMT) every Thursday.
Gannett’s debut show includes three segments with adventure and travel experiences such as the landing of an F18 aircraft carrier and the annual hot air balloon festival in Albuquerque, New Mexico.
The show can be accessed through the USA Today app, the USA Today Network’s VR Stories app and on the “VRtually There” YouTube channel, USA Today said. Those without VR headsets can watch the show on mobile devices and desktop computers that can display the video in a 360-degree view.
Reporting by Malathi Nayak; Editing by Lisa Shumaker
