Wall Street Journal By JACK MARSHALL, 23 June 2016 1:00 p.m. ET

In Cannes, media companies like Gannett, AOL pitch marketers on their ability to help create and distribute sponsored VR content.

Two of the shiniest objects in marketing in 2016 are branded content and virtual reality, so it’s no surprise that the two collided during the Cannes Lions advertising festival in France this week.

VR was a popular talking point among ad agency executives, tech companies such as Samsung were demonstrating their latest hardware, and online services such as YouTube were showcasing the content now available on their platforms.

Read more