The digital advertising world is murky and it is gradually becoming very clear that users don’t bother to see every single ad appear in their newsfeed. Thanks to ad-blocking technology that has made it possible.
And even when they do see ads, approximately 60% of users say that those ads are annoying and intrusive. Users have been shifting to mobile as a primary media consumption device from the last few years. In reality, the digital ad industry is reactive than proactive.
But video through augmented and virtual reality has totally changed the game. Many brands are turning into immersive video, particularly 360-degree video for providing attention-grabbing and unique experiences to their consumers.
Brands across many industries are getting the most out of 360-degree, VR and Live videos.
Let’s take an example of Hong Kong Airlines, it has created a 360-degree ad that was 35X more effective than any other traditional 2D ad.
Google, YouTube and Facebook continue to dominate the digital ad world as brands are using these mediums for sharing their 360-degree videos, virtual reality and augmented reality experiences across different industries.
Google officials stated, “We created a 360-degree video on YouTube by allowing our viewers to see the video from every angle simply by moving the phone or tablet around.”
More and more brands are investing in this rising trend of immersive videos and live videos to bring consumers in the fold.
Immersive Video is a Growing Market
A research report for Business Insider analyzing how augmented reality, virtual reality and immersive videos are shaping the future of content creation suggests that the global VR market is predicted to grow at approximately 81% CAGR from 2016 to 2024.
This prediction is one that most of the digital marketers agree with. Marketing Tech also revealed that advertising would change as digital marketing space is going to see a significant rise in 360-degree video ads and even ads that integrate the mobile device itself, touch and vibration.
This smart integration of mobile devices into 360-degree content creation is now easily available through action cameras, such as Kodak Pixpro camera model SP360 has potential to use a complimentary Remote View App for Android and iOS devices. So, it’s a great news for camera lovers to see exactly what they are actually recording through their smart device. Viewers can then upload their 360 photos and videos to social media accounts.
Immersive Video is the Future of Digital Advertising
It’s interesting that more and more consumers are watching more digital videos these days compared to previous year. Therefore, advertisers and publishers must be better prepared to invest more to greatly increase engagement with some new formats and technology to amaze your audience.
There are many brands who are paving the way for providing truly amazing immersive video experiences that reach customers. To create better user engagement, advertisers and publishers should come up with some strategies and formats that are well-suited for their platforms.
They must create personalized content and tell brand stories to customers by framing it in the best way possible. Ad publishers including, mobile app development companies, web development agencies, fashion brands, ecommerce stores and other technology industries should clearly understand their audience, test and learn with new content stream by utilizing the emerging technologies.
If truth be told, they can bring digital ad industry to new heights by sharing insights and helping brands transform their content in this amazing new world of immersive videos. Brands need to stay ahead in this increasingly saturated internet world by creating memorable experience of consumers and incorporating immersive formats such as VR, Live and 360-degree videos.
Drive More Emotional Engagement
VR content has great potential to elicit more emotional engagement than traditional 2D videos. Let’s take an example of IMAX that have generated impressive revenue from its VR Centers. In the first quarter of 2017, IMAX got more than 25,000 admissions and generated revenue of $15,000 per week from its single VR Center. And with nearly 1000 centers, IMAX predicts it would make approximately $25 million revenue per year.
Due to the rising demand for 360-degree cameras and the great impact of VR on digital world, Kodak Pixpro will soon launch the virtual reality camera 4KVR360. This camera can capture 360-degree interactive photos and videos that can easily be shared on social media.
Immersive video and virtual reality will continue to grow rapidly and will become prevalent in marketing technology and different other business industries over the coming years.
If truth be told the digital video revolution is amazing. Modern consumers have remarkable amounts of data, news and content at their fingertips. The rising technology is continually reshaping and transforming the ways businesses operate and foster relationship with their customers. Immersive video formats such as VR and 360-degree blend the physical and digital worlds to create a seamless, memorable storytelling medium.
So, brands are advised to better engage their consumers and bring them along on the user journey that will take them to a whole new world, time and level. This type of engagement is what most digital marketing businesses need to tap into to better engage with their customers.