Is virtual reality putting us on the brink of a new marketing revolution? Google's creative think tank, Zoo, has initiated a study on VR in hopes of recognizing its full potential. Abigail Posner, who is the Head of Strategic Planning at Zoo, boldly believes that this new technology will show immense promise for marketers in just a few years. In this episode, you'll learn how some brands are already taking advantage of VR to go from storytelling to story living.

Here is a sample Q&A from the interview:

Drew: VR has been talked about for years and years and years as the next thing. Are we finally at the point where this is going to become at least semi-mass?

Abigail: I think it's a combination of a number of things. One is that we have enough experiences under our belt to recognize the value of it, whether it's gamers playing it, whether it's porn, whether it's the fact that doctors are using it. All of a sudden, there's a range of different worlds that are recognizing its value and it's hitting mainstream. That's number one. Number two, as we brought up before, the actual physical headsets themselves are becoming more accessible, whether it's accessible that we can wear them or accessible price wise. That helps. And then finally the technology itself is evolving. So it's becoming finer tuned. It's becoming more accessible so that we can use it on a number of different platforms integrated into our phones and so forth. It's a combination of a number of different factors. And then I just think generally we are becoming just more comfortable and agile with what it means to create a story in this space.