Dive Brief: 

• Brands like Coca-Cola, Nissan, and HBO are making a bet that virtual reality devices will take off and are now testing out advertising ideas. 
• The gadgets — like smart glasses and head-mounted displays — are starting to gain traction, according to a MarketsandMarkets forecast that predicts sales will hit $1.08 billion globally by 2018.
• Those advertisers getting in on the ground floor are still restricted to showcasing their developments at events like South by Southwest and the Detroit Auto Show. 

Dive Insight:

Besides the struggle of waiting for virtual reality devices to catch on — if they even do — brands also have to discover what advertising and storytelling works with virtual reality. That's where the brands that get in early will have an advantage, because they are able to showcase and test out what they have developed before the market takes off. It's a big leap of faith, but could really pay off for the early adopters in the long run.