USA Today Network is betting that virtual reality will eventually go from hype to reality — and that advertisers will want in on it.
For the USA Today Network, which includes the flagship USA Today plus 92 smaller local newspapers, Gannett is launching GET Creative. The studio will aim to create all types of branded content for advertisers, from sponsored articles to online videos. But as virtual reality and 360-degree video content grows in importance at the publisher, GET Creative will also open up this capability to advertisers.
GET Creative is led by Kelly Andresen, a Washington Post digital ad vet who joined Gannett as its vp of branded content. Included in her staff of about 10 are two devoted exclusively to VR and 360-degree video. GET Creative expects to collaborate with USA Today’s applied technology staff and its video production team, which already has four staffers dedicated to VR.