Marketers are always searching for new ways to reach and engage new audiences – and we think Virtual Reality (VR) may be their next tool in growing acquisition.
With the VR market expected to hit $30 billion by 2020, it comes as no surprise that big players like Google and Facebook are heavily investing in their own offerings.
How VR can help marketers
Marketers are turning to VR in the hope of overcoming challenges around engagement and awareness.
VR offers an impactful experience leading to less distractions and more focus on the desired message. Initial research demonstrated that users exposed to VR show greater emotional connection than traditional media, leading to increased behavior change.
As the VR technology becomes more affordable and accessible, VR content and ads are expected to grow rapidly.
In a similar vein, 360 videos are a simplified version of VR experiences that are attracting the attention of an expanding number of brands.
Although not as immersive, 360 videos ads are effective and have been adopted due to their versatility and high levels of user engagement.
360 videos are recorded videos that enable the viewer to control the viewing angle in a 360-degree vision field by moving and pointing their mobile device around.
It simulates being at a scene or location by just holding a device and looking around, which can also deliver a much more interactive way to consume content than traditional video.
Brands are using 360 videos to showcase products, promote destinations, share adventures, enhance video blogging, showcase events, produce short films, develop music videos, and create immersive television.
ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of specialised Social Media agency Online Circle Digital where he works with large and medium size brands in developing their digital marketing strategy and execution. He is considered a thought leader on digital marketing authoring articles in digital innovation and social media strategy, speaking in seminars and judging global awards.