A new storytelling platform requires new thinking. With the removal of the frame, and the introduction of the 360° sphere, creators get to re-imagine and examine new storytelling principles. OmniVirt has powered over 100+ 360° VR advertising campaigns for brands and publishers. Based on the data and delivery of these campaigns, here are our best practices for delivering a successful 360° video advertising campaign.
1. Editing and Camera Motion: Smooth Wipes and Fades
360° video gives an unprecedented opportunity to tell a brand’s story in a more immersive way. Although all regular video editing and filming rules apply to 360° video we recommend smoother camera movements and lighter editing dynamics as it will create a better experience for your audience without disrupting their attention. Viewers are already immersed and may already be facing fatigue, so adding camera instability to the equation can completely break the experience. Camera stabilization can be handled through the use of tripods or camera mounts. They will make a world of difference!
2. Video length depends on distribution strategy
360° video is much more engaging than regular video. As a result creators are tempted to create very lengthy experiences. If you are planning a 360° video media campaign we recommend the creation of :15 :30 and :60 content edits that will maximize the distribution opportunities to its fullest. Through these shorter experiences audiences are given the option to “click out” to the full experience that can be 2–5 min long. Learn more about 360° video campaigns performance
3. Decide on POV
Some 360° videos don’t necessarily direct viewers down a particular path, but instead leave them to visually explore the environment on their own. Others provides a more directed experience, with visual cues and camera movement. Each bring value, so it’s just a matter of deciding which makes the most sense for you. If you do decide to provide a more directed experience, be sure to include visual cues in the video to orient your viewer’s gaze. Remember, you have no control over where they’re looking, so you need to pave the way.
4. Lighting: Embrace ambient light
The general rules of traditional video lighting no longer apply when you can’t place lighting gear just out of the shot. For 360° video, it’s all about practical lighting and embracing ambient light. Flat lighting is your very best friend. In an ideal situation, each camera will expose for each part of the scene equally. This will have the highest likelihood to produce a seamless stitch.
5. Acting: Keep your distance
Actors in 360° also need to employ new techniques. Audiences are now more intimately connected to actors as they can better perceive movements and physical details. Like stage actors, actors in VR will often need to use their whole body to communicate, but instead of projecting their character across vast theatre distances, the director can control how far or close characters are to the viewer. And, as viewers get closer, subtle movements are magnified. Rule of thumb, if the acting feels unnatural on set, it will feel un-natural in 360°.
6. Keep it interesting
360° video is a teleportation medium that will transport your audience anywhere! That’s amazing — but you shouldn’t rely on one single location. Diversifying the experience with different settings and environments will render it more interesting and engaging. Through OmniVirt’s platform you can easily add interactive hotspots that can turn simple 360° experiences into engaging stories and adventures.
7. Determine your call to action
360° video content is not only a medium to drive awareness but also one that can drive performance. As a matter of fact people who are exposed to 360° content are more likely to click through to a website and take action. If you want your audience to perform a specific action make sure to find the right call to action. The OmniVirt Design team will help implement it inside your experience seamlessly as a call to action button. See example here.
8. Learn from analytics
Digital advertising is a numbers game. Although we might have already accumulated a lot of knowledge about 360° media we never stop to learn. With OmniVirt advertisers can track all classic video metrics as well as have access to a 360° interactive heatmap. Ask your OmniVirt account manager if you would like to set up an A/B test.
9. Craft effective banner design and titles
If you are leveraging display inventory for your 360° video campaign make sure to choose the most powerful hero thumbnail image that will become the banner background. It’s the first thing people will see. The OmniVirt Design team will help you with that choice and implement your custom HTML display banner overlay design for your allowing your 360° content to coherently embrace the look and feel of your entire media campaign.