March 15, 2017 By Brad Phaisan
OmniVirt Delivers 360° Video into IAB Standard Banners Across Yahoo, Bustle, and Google Doubleclick AdX.
On March 8th, 2017, OmniVirt announced that it supported the first television network to promote and programmatically drive exposure to a 360 Video experience at scale to promote the new drama series titled, “Time After Time.”.
Based on the novel and movie “Time After Time,” executive producer/writer Kevin Williamson’s show delivers a fantastical cat-and-mouse adventure through time when famed science fiction writer H.G. Wells is transported to modern day Manhattan in pursuit of Jack the Ripper. Once H.G. arrives in New York City, he finds a world he never thought possible and a young woman who captivates him. The new ABC Drama stars Freddie Stroma, Josh Bowman, Genesis Rodriguez, Nicole Ari Parker, Will Chase and Jennifer Ferrin. See the 360° VR video below:
Created to tout the show’s adventurous, genre-bending and complex storyline, 360° Video provides a fully immersive canvas that brings the new show to life in a captivating and realistic way. This marks the first time a TV network has utilized 360° Video programmatically to launch a new series.
The immersive 360° Video experience brings viewers into the world of “Time After Time.” The video, produced by ABC Studios, opens on a cobbled street in Victorian London where the viewer enters H.G. Wells’ Time Machine and flashes into the future. The viewer then exits the time machine to find themselves in bustling Times Square, New York City. A chase between H.G. Well’s, and Jack the Ripper begins. After the adventure, the show’s trailer plays in full.
OmniVirt a virtual reality and 360° Video distribution platform for brands and publishers brought the programmatic 360° Video campaign to life.
“These immersive experiences need to find an audience,” notes Michael Rucker, Chief Operating Officer of OmniVirt. “Its great to see marketers having the strategic foresight to think about a robust digital distribution strategy for their immersive content.”
OmniVirt converted the 360° Video into IAB compliant ad units that could run across screens. The campaign was then able to deliver these experiences across the Yahoo Homepage, Bustle, and even programmatically across DoubleClick Bid Manager.
Designed to generate awareness and drive tune-in to the show every Sunday. The campaign creative adheres to the IAB’s new advertising guidelines for emerging content experiences, including Virtual Reality & 360-Degree Video guideline that was released in September, 2016.