Personalization can help combat these issues by providing information and products that are relevant to the viewer, according to AdGreetz. The company helps brands create personalized video and display ads by using geolocation information, social media accounts, retailer-provided shopper history, and other data to tailor certain aspects of a video to the viewer.
The greatest challenge for marketers in VR remains scale and distribution. There is no doubt that the immersive nature of Virtual Reality is appealing to every marketer. From putting your customer in the drivers seat of the new car, the lobby of the hotel you want them to pick, or in a burning building when promoting the importance of fire insurance, the impact of storytelling in this new medium is not in question. However, when marketers invest in creating that story, it is critical that their target customer sees the message. This is the role that we are playing at OmniVirt. Today, we have built the largest premium 360° VR distribution solution across the web and in-headset. Our goal is to make it easy for marketers looking to launch a VR marketing campaign to launch that campaign seamlessly.
Before the explosion of the internet, Lonely Planet’s guides served as one of the primary sources of useful information for travelers seeking to explore new destinations. The brand has undergone quite a transformation over the years, and is now focused on creating compelling digital content to compete for eyeballs. And as a part of a recent partnership with Samsung, Lonely Planet is producing 360-degree travel videos as part of its annual “Best in Travel.”
“How do you make slime?” Strangely enough, that’s a top query on YouTube in some parts of Southeast Asia, and it’s another indicator of the vast array of content competing for attention. It may not seem that Netflix would have a relevant ad for the slime conversation, but by using Vogon, it was able to take a slimey scene from Stranger Things, layer on the copy that references the person’s search, and make a highly relevant ad.
Another company that effectively uses 360 videos to involve users with its products is Mercedes. During this year’s IAA Motor Show in Frankfurt, the car manufacturer presented some concept cars, as well as other models. Mercedes didn’t want the experience to be exclusive to event attendees only, so they created this video as a way to increase user engagement and extend the reach of their message.
Machine learning can do much of the heavy lifting, not to mention save on costs. Criteo’s Kinetic Design personalizes one core video ad format that can then be shown to thousands of individual consumers. Machine learning eliminates the need to create thousands of different videos. Instead it offers personalized programmatic video ads, automated with growing precision.
I agree that the technology to make this happen already exists. Storybulbs is an easy to use platform that allows the creation and distribution of Personalized videos at scale. Much like a Mailchimp, we are entirely browser based and put full control in the hands of the customer. We even have the ability to pull data into the video through APIs, perform analysis and decisions as well as render HTML elements.
That's a fair point. However, I think our creepiness radar (in general) is become less sensitive. This started the inception of retargeting (especially with Amazon) and that people are finally realizing that their entire life is public (thanks to Facebook). I think the more interesting use of personalization is through the use of product placement instead of your name.
Another misunderstanding about 360 VR advertising is that it’s either an app-only solution or a social media solution. While 360 VR advertising can exist in the digital ad spaces of your apps or even social media accounts, it’s much bigger than that. When we say that 360 VR ads take advantage of the existing ad ecosystem, we mean that they can also be browser-based ads. This means that even when you’re reading an article from a news site or you’re scanning through content from other publishers, the ads you see on the sidebar or in the middle of your content can very well be a 360 VR ad. Because of this, your reach is much greater because you can basically reach anyone who has internet access.
You can gain massive reach without advertising spend by letting users push their personalized video of your brand to their own Facebook timeline. Via a domain of your choice, users can give their permission to use their profile data for a personalized video. Based on that data, we then generate a personalized video and push this to the users timeline. This will look like an organic post by the user, generating, on average 300 views per video. With little budget, you can reach lots of people. Also known as the famous snowball effect. This is often used to create awareness and buzz, boost your brand, or introduce a new product. Do you already collect data from your users in an app? Integrate Facebook with your app, this way you can create even more personal and more relevant videos.
In the video, actor Major Attaway, who plays the Genie, belts out “Never Had a Friend Like Me,” to Aladdin (played by Telly Leung). The viewer watches the video seemingly positioned at the end of the stage, making for an even better view than you’d get in the front row. Special effects, “a new layer to the experience,” according to a release from Disney Theatrical Productions, also enhance the campaign. These include a very Disney-esque golden, fairy dust-like shimmer, as well as captions sharing secrets and background information about the production that appear on the screen. As viewers watch, they’ll learn that the actor who originated the role of the genie on Broadway, James Monroe Iglehart, won a Tony for his performance, or how many crystals appear on the dancers’ gold pants (over 1000).
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.