VR Marketing is about brands telling better stories using technology that enables an entirely new canvas for creative content. It’s about letting audiences engage more deeply with content, outside of the confines of a 300X250 “boxed” ad. And the best part? It’s about getting better campaign performance across all KPIs.
VR Marketing uses the new technology medium of virtual reality to tell more creative, banner-breaking brand stories that deepens user engagement. VR ad units typically comprise 360° photo or video, often with interactive hotspots, that can also be viewed in “VR Mode” (with a headset).
Why VR Marketing? Content is progressing to more interactive formats, ones that break past the fixed rectangle of a standard photo or video viewers and lets users use the gyroscopes in their mobile devices to view full 360° content. Users didn’t want to just read content, so pictures became important. Users didn’t want to just look at static images, so videos became important. And now, viewers don’t want to just be passively guided by average video content, they want to explore and engage with outstanding content by looking around and interacting. VR content is now becoming important, and branded content can lead the way.
Brands face a distribution challenge for their VR content. Facebook and YouTube are good options for a social distribution strategy, but commercial content on these platforms is being deprioritized. Brands want to diversify their media spend outside these walled gardens.
How to do this? Many brands choose to create a native VR app and we’ve seen some awesome branded VR app experiences. This approach has one serious limitation, however. Downloading an app to access the experience is a serious friction point that can quickly lose potentially interested users, especially when a campaign goal is awareness. And for some content that is headset-optimized, users without headsets miss out.
But another option exists: distributing VR content on the web, across desktop and mobile, that can also be viewed as a 360° video. This means a user can scroll through their favorite website and come across a 360° VR ad.
Contact OmniVirt to start a VR marketing campaign that’s distributed across targeted, premium publisher inventory, accessible without an app or headset
Once the user comes across an ad, how do they interact with it to get an immersive experience? This depends on circumstance.
Users move their phone around to view the full experience. This is easier to access for users since they don’t have to take the additional step for putting their mobile device in a Cardboard headset.
Users select the headset icon in the VR player embedded in the ad unit and put on a headset to become fully immersed in the content.
Click around a 360 video—you can try it here with this Gucci 360 experience.
Several brands have used 360° VR brands to tell interesting stories. View these successful, innovative, and results-driven campaigns for inspiration.
Two angles for these case studies’ creative stick out:
Coach brought users to its exclusive fashion show and gave insight into the build up to the show in the days before.
Want more examples? Read for our picks of the top 10 VR Marketing campaigns
VR isn’t just buzzy new technology—it’s a storytelling tool that leads to improved campaign performance. 360° VR videos are proven to perform better across all metrics: CTR, Video Completion Rate, and Viewability.