Read our guest post on Nativo’s blog
As content has progressed from text to photo to video, a new format has emerged: immersive. This exciting new method of engaging with content includes interactive 360° photos and videos, interactive 3D models, and virtual reality (VR) and augmented reality (AR) experiences. Users either fully immerse themselves in a piece of content or interact with digital content overlaid natively in their natural environment.
Immersive content sets the stage for deeper, more active user engagement, which is why advertisers are lining up to deploy immersive storytelling — namely, 360°, 3D, VR and AR — as part of their digital marketing arsenal.
Advertisers looking to launch immersive ad campaigns have faced two hurdles: distribution and scale. Many branded immersive experiences require users to download a separate app and put on a headset. While the headset user base is expected to reach almost 171 million this year, app download and headset requirements provide enough friction to prevent campaigns from achieving goals focused on performance and reach.
Facebook and Snap have traditionally led the way when it comes to new ad formats, especially involving immersive content, with Facebook’s 360° and 3D posts and Snap’s AR ad formats, for example. But as advertisers increasingly worry about brand safety, privacy concerns, and PR issues, they are looking for ways to scale immersive ad experiences outside of relying on tech giants.
Publishers, too, are getting into the game. Publishers are starting to question their own reliance on Facebook and Snap for content distribution, especially given News Feed algorithm changes: a Facebook product manager’s quick change to an algorithm can have drastic impact on a publisher’s business. Publishers also share the same privacy, PR and brand safety concerns as advertisers.
To fight against the tech giants and rethink their monetization strategies, publishers are turning to immersive advertising as a way to better invest in their owned and operated properties and innovate their ad product offerings. For example, The New York Times, Wall Street Journal, Meredith/Time Inc. and others have doubled down on their onsite and mobile experiences and now offer 360° ad formats to their advertisers.
For advertisers to amplify their campaign’s reach and for publishers to offer innovative ad formats to those brands, a new solution is needed.
Enter Nativo and OmniVirt. For publishers, Nativo’s tech stack for direct-sold campaigns on publisher-owned and operated properties now supports the OmniVirt product suite which powers immersive ad formats. Publishers may also access the Nativo exchange to achieve even greater reach and audience engagement on behalf of their clients. For direct clients and advertisers, Nativo and OmniVirt are partnering to amplify these immersive ad experiences at scale across Nativo’s full native ad format portfolio and publisher exchange.
With this partnership, both advertisers and publishers now benefit from distributing their 360° VR advertising to better meet campaign goals and (finally) move outside the walled gardens of Facebook and Snap. Immersive content is the next big wave in media, and advertisers and publishers can now lead it.