LA-based virtual reality startup Immersv launched its ad platform yesterday, which offers VR some of the same advertising techniques common to mobile apps. According to Variety, “Immersv ad units respond to the gaze: Look at them long enough, and you’ll be taken to a virtual movie theater where you got to see video ads for other VR games and experiences.” Users can also visit the VR platform’s app store without taking off their headset. Co-founder and CEO Mihir Shah claims Immersv has seen completion rates of 80 percent, about double the effectiveness of traditional mobile ads.