3. 77% of CMOs feel
they are not producing the right information
for the right audience, and delivering it at
the right time and correct format
“
“
BUT THEY’RE NOT GETTING IT RIGHT
Source: eMarketer
4. We create, craft and curate content that delivers a
valuable experience.
PUBLICIS MEDIA CONTENT
10. 3
Mobile VR Research partnership
• Seven month joint learning venture between Samsung and Publicis Media.
• This partnership combined expertise and resources of both companies to:
Better understand
the evolution of the
VR ecosystem and
User Experience
Leverage
insights to provide
recommendations for
creators and brands
looking to participate
in VR
11. USER EXPERIENCE
• 45 Panel Members
(Teens/Millennials) given
Samsung Gear VR headset
• In-home / In context of
daily life
• On-going 6 month
commitment
USA
Market
MARKET MOMENTUM
• Total sample of 6600 across 6 waves
(Census Rep)
• Collected momentum metrics across
devices
(awareness/interest/trial/barriers/purch
ase triggers)
IMPACT METRICS
• 72 participants
• Quantify biometric response to VR content across
genres
• Measure immersive impact of VR compared with 2D
and 360 mobile formats
Methodology: 3 Elements
VR Panel
Mobile
Ethnography
VR Monitor
Online /
Mobile
Tracker
VR Lab
Biometric
Analysis
12. Samsung Gear VR, VR ONE,
Fibrum, Freefly
(Android/iOS), Glyph
Research Scope
VR MONITOR
VR PANEL
VR LAB
TIER 1 TIER 2 TIER 3
Oculus Rift, HTC
Vive, Sony
PlayStation VR
VR: Google
Cardboard/Daydream, 360
Video: Android/iOS,
Laptop/Desktop
360 VIDEO MOBILE VR TETHERED VR
13. What did we learn?
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
USEREXPERIENCE
MEMORIES FOR
THE MAKING
How VR boosts recall
and creates empathy
shortcuts for Brands
DOWNTIME
IS VR UPTIME
How the most common
context for mobile VR usage
is during “down time”
NEWBIE GROWING
PAINS
How learning to use VR is
equal parts awesome and
awkward
DISCOVERY
ROULETTE
How VR users are stumbling
upon their own approaches
to curating new experiences
MOMENTUM & IMPACT
PUSHING THROUGH
THE HYPE
How adoption metrics
reflect steady momentum
for VR
CONTENT EXPERIENCE
RAISING BAR
ON SPORTS
How existing standards for
2D live sports coverage will
raise the bar for VR
audiences
NEW LENS
ON LIVE
How VR’s training audiences
to understand events in a
new, hyper-personalized
way
MISSING WATERCOOLER
EFFECT
How in today’s highly
socialized culture not
interacting with others is
counterintuitive
STORY REIGNS
SUPREME
How well-written
storylines keep audiences
coming back for more
FAKE NEWS
ANTIDOTE
How VR increases
authenticity and objectivity
of journalistic content
RISK AND REWARD
OF INTERACTIVITY
How interactivity is VR’s
greatest strength and
weakness.
15. Memories for the making:
VR boosts recall and creates empathy shortcuts for brands
• Biometric testing quantified that Mobile VR
content drives 2X more emotional engagement
than mobile 2D
• Mobile VR also drives close to 2X greater brand
recall power vs 2D and 360 mobile formats. VR
drove unprompted brand recall uplifts of +76%
Experiment in VR now to boost memory making
opportunities and empathy shortcuts between your brand
and audience.
INSIGHTSUMMARY
ACTION
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
18. Solo Experience: How in today’s highly socialized culture not
interacting with others is counter intuitive
• As people experience VR content they naturally anticipate and
hunger for moments where they can share and compare their
experiences and opinions with others.
• Not being able to share their experience was the #1 reason owners
gave for having a negative VR experience.
• But as VR is currently a niche solo activity and these conversations
aren’t happening. Being cut off is a user opportunity cost for this
medium.
INSIGHTSUMMARY
ACTION
Make your VR experiences inclusive & social. Develop easy-to-use
content capture in-goggle. Use 360 to scale buzz. Experiment with
Social VR.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
20. Discovery roulette: How VR users are stumbling upon their
own approaches to curating new experiences
• Searching and Browsing habits still in their infancy
• But as VR is still in its infancy, people are having to work harder to
curate new experiences of interest as discovery paths are still
manual and not yet automated.
• Users are often forced to develop their own approaches and
shortcuts to surface new content
INSIGHTSUMMARY
ACTION
Cross-promotion on social/review sites are integral to increase
the discoverability. Tailor content algorithms to user not just
promoted app.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
23. Story reigns in VR: How well-written storylines keep
audiences coming back for more
• Interactivity was the highlight of VR’s first episodic series “GONE” –
described like a game within a TV show.
• Adding a gaming element to the storyline meant how well users
paid attention directly impacted their ability to solve the mystery.
• While interactivity added immersiveness, it was traditional
storytelling that had audience’s coming back for more. 86% would
likely come back to watch Ep 3.
INSIGHTSUMMARY
ACTION
To increase repeat viewing, focus on storytelling first and then assess
how interactivity can deepen understanding of the story vs tech add
on.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
25. Raising the bar on sports: High standards for 2D live sports
coverage raise the bar for VR audiences
• The Rio Olympics demonstrated that VR has the potential to
personalize and democratize live sports events.
• People were excited to have a VIP Olympic experience and take part
in the action like never before – even if it didn’t always deliver.
• But the bar for live action sports is high. Audiences expect VR to
take existing 2D standards for live sports to the next level (e.g.
Control POV; haptic sensors; athlete acknowledgement of audience
presence)
INSIGHTSUMMARY
ACTION
Deliver 4K quality at a minimum. Prioritize how VR can enhance
2D with next level personalization, immersion and interactivity to
deliver a VIP sports experience you can’t get in other video
formats.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
30. vs.360 VR AR MRvs. vs.
XMAS 2017 AND 2018: THE OPTIONS EXPAND
31. LOS ANGELES
NEW YORK
LONDON
PUBLICIS GROUPE VR/AR CENTRE OF EXCELLENCE
A full-service virtual reality,
augmented reality, mixed
reality, and immersive reality
experience factory.
32. What is the role of VR/AR for your brand?
1. Drive your reputation as an innovation brand
2. Drive deeper associations with sports and entertainment
3. Add value for customers at retail locations
4. Use immersion to really embed your brand differentiation
A POWERFUL WAY TO BEAT YOUR COMPETITORS
33. Further inspiration and help
• Publicis Media Content Spain
o VR Experience Strategy & Project Management
o Full Mobile VR Research Study
o Newsletter on VR
• TILTSHIFT
o Our Groupe centre of excellence for innovation and VR/AR production
