Virtual reality, augmented and mixed reality was one of two technologies that dominated #SXSW2016. It has changed the way people connect, collaborate and communicate. Yet marketers lag behind this change believing that these technologies are limited to gaming geeks who sleep in googles in the basement of their parent's home. With the launch of virtual reality headsets to the masses virtual reality advertising is coming of age. This presentation shows marketers why VR is important and what they need to do to make it happen.
Engagement cinderella
AI, VR, AR - connect, communicate and collaborate
Engagement important
Enthusiasm and wide smiles
platforms to engage
Google - $500M - Magic Leap
Facebook bought Oculus Rift.
Democratisation of new reality
Distribution platforms scaling
Wevr, the YouTube of VR content.
Publish directly
Free and paid content
Accessible by any headset, including Google Cardboard, Samsung Gear VR,
360 cameras
Drive cost down
NYT transported
VR circulated
Unguided tour
Eerie quiet
Bombed buildings
Swapped toys
Childhoods - misery
War in Syria and Sudan
Lighter but amazing note
NASA computer scientists,
Space Station, that orbits 400km above us.
Collapsed lung
Mars
Mini adventure
To Mini thriller
Inspiring as this is,
Why important
Content
Limitless budgets
R&D focus of higher education institutions.
Engage and remain relevant
Success not reach
Depth of data and insight
Barriers of entry are for your competitors.
Girls want boy
Practitioners
Dubravac compared VR to wearables.
Specific use.
NYT - information puzzles.
Anthony Batt, Co-Founder of Wevr,
New advertising models.
Interrupting
Create the experience a brand wants to own
Product placement
Links on end frames
Tangible value exchange
Entertaining, inspiring, informing or educating people
Nonny de la Pena, journalist and CEO of Emblematic Group,
One dimensional, linear storytelling.
Immersed in the experience,
Freedom
Storyteller
Context important as narrative
Cohort of 3D-natives
Not bound 2D,
3D-migrants need to create in the same way.
To get buy in
need examples in front of them
The user experience
Commercials
Entire organisation
Ducks in a row
Persuade a CEO
Not brand's entire story.
With these new technologies
Mobile, print, digital, data visualisation,
Infographics, multimedia, video, gaming,
Podcasting, social etc.
Own idea
Experience it.