360-degree video- a growing market
The 360-degree video has truly opened up a new world of possibilities and produced a new method of advertising.
As you’re reading this, newer technologies are improving, making 360-degree photography and video a more and more innovative way to explore all angles and truly capture real-life experiences from a fresh perspective.
Google, Facebook and YouTube continue to dominate the digital ad space as creators are using the medium of 360-degree video and VR across industries.
According to Aaron Luber -Google representative – the company made a bet on 360-degree video on YouTube, providing users the possibility of seeing the video from every angle just by swiping or moving the phone or tablet around, with no headset required.
A post-Mobile World Congress write up on Marketing Tech highlighted that mobile advertising would change as we are “going to see a rise in 360-degree video ads and even ads that incorporate the mobile device itself – touch and vibration”.
360° video and VR will continue to grow and will become prevalent in a variety of additional industries to marketing technology over the coming years.
Does 360- degree video advertising actually drive more engagement?
According to a report from BI Intelligence, 360-degree video presents an opportunity for advertisers to reach massive audiences while allowing viewers to engage with ads as they see fit. The format also has the potential to generate longer viewing times.
In a partnership with Columbia Sportswear, Google made an experiment to find out whether 360- degree video advertising drive more viewer engagement than standard video advertising.
They created two similar campaigns using TrueView, YouTube’s choice-based ad format. Each campaign featured a 60-second spot for Columbia Sportswear; one version was shot and presented in 360 video, and the other was a standard format video ad. Both ads included CTAs in the lower-left corner that drove to an extended version.
Surprisingly, the 360 in-stream ad underperformed the standard ad on view-through rate, across desktop and mobile, indicating that viewers aren’t always in the mood to interact with 360- degree video if they’re primarily watching standard video.
But, the 360 ad also had a higher click-through rate, meaning that viewers were more interested in checking out the full-length version of the video. The interaction rate was higher than the view-through rates for the 60-second 360 ad, meaning that the 360 ad drove engagement via interactions, even if people didn’t watch 30 seconds or more.
Another finding was that 360 video has the potential to drive more viewers to share, subscribe, and view other videos. In total, the 360 ad drove 41% more earned actions than the standard ad.
This experiment showed 360-degree video has the potential to drive engagement in promising new ways and the novelty of that viewing experience not only makes people want to watch 360 videos, it also makes them want to share.
Virtual Empathy: opportunity for non-profits to boost their efforts through 360- degree video
Ahead of Nielsen Global Impact Day, an annual day of service in Nielsen communities around the world, Nielsen conducted a pro bono analysis to help nonprofit organizations make better use of this emerging technology as they engage audiences.
Nielsen studied the effectiveness of 360 video compared to more traditional forms of advertising, and the content characteristics that drive donations and other desirable measures for charities.
The ongoing research has found that 360 video is extremely effective at communicating charity brands to consumers, with over four in five consumers (84%) being able to recall the featured charity across the content tested, significantly more than were able to recall the brand from traditional ad pods (53%).
Advertising across Platforms
According to a research published in the Journal of Advertising Research (JAR), campaigns featuring television and digital ads deliver a “kicker effect” on return on investment when compared with using TV alone. In their study, when digital was added to television, the return on marketing investment increased by 60% for the average campaign measured against utilizing TV alone.
Another research conducted by IAB, the Cross-Media Ad Effectiveness Study found that Mobile In-App + TV + Print emerged as a very strong driver of increases in lower funnel metrics, particularly for brand consideration. Another key finding was that TV exposure contributed to increased Brand Opinion and Purchase Intent while mobile drove top of mind Awareness.
To see how 360-degree video can be integrated successfully in cross-screen advertising campaigns, we present two campaigns, one from Turkey and another from Mexico.
Spark Brilliance- a multi-channel effort that used cutting-edge technology to integrate television commercials and audience mobile devices
To build excitement for the Turkish National Team’s new sports jersey, Nike launched a multi-channel campaign that used cutting-edge technology to integrate television commercials and audience mobile devices.
“Spark Brilliance” campaign was centered on Arda Turan, coach of the Turkish National Team and current player for FC Barcelona, one of the world’s best football (soccer) teams. The campaign gave fans an inside look into Turan’s halftime speeches, using his inspiring words to ignite a nation.
The objective of the Spark Brilliance campaign was to engage Turkish National Team fans through digital channels to ramp up excitement for the team’s new sports jersey. Nike also wanted to differentiate itself from other brands by using innovative technology.
Campaign content on the most popular sports channels in Turkey gave fans an inside look into the Turkish team’s locker room to hear Turan’s rousing halftime speech. In addition, Nike used Tagvance Media’s second-screen technology to sync mobile devices to the TV broadcast. This gave the audience 360-degree views of the locker room during Turan’s speech, making it feel like they were there with the rest of the team. The 360-degree experience was also extended to Nike physical stores through virtual reality experiences.
Nike wanted the audience to transition seamlessly from the game to the locker room experience just after the halftime whistle. As soon as the locker room campaign began on the TV, the audience’s mobile devices were triggered by Tagvance Media’s second-screen technology, featuring the halftime speech via the 360-degree video on the mobile screen.
Nike’s campaign was so effective that it sold out of the new jerseys on Nike.com and parts of Turan’s speech even became part of the Turkish team’s motto.
The 360-degree video generated 14 million views and the No. 1 viewed video in Nike Turkey’s football history
“Login”- giving access to a 360- degree camera, so that your viewers don’t miss any detail
In 2016, Televisa decided to launch a sequel of a previous campaign- Logout- their first fully interactive TV in order of taking viewer interactivity via the app a step further, with a new story, new characters and an updated app interface with more features designed to make the experience even more interactive.
The campaign was launched offline and online including promotion across Televisa’s broadcast and pay TV channels, along with space on regular programs and newscasts.
The webpage was a critical source of interactive content before the broadcast that helped educate the audience days before the series aired, containing links to download the app within different OS store environments.
A bumper entry at the beginning of each chapter within the series itself asked viewers to open the Login application. Also, an onscreen “icon” was used to alert people that the scene they were watching used integrated technology and something was about to happen on their device within the app.
The simple design of the focused on the new features. Visitors could weigh in on the actions of some characters and story situations. They could access views from 360-degree camera angles, so no detail went unnoticed and they could visually place themselves inside the screen.Using codes, they could unlock a message from characters via a video call and answer questions.
The show integrated voice recognition technology that hadn’t previously been used by Televisa and created a more social experience with quizzes whose results could be shared on social networks. A Help Center was created with video tutorials, FAQs, and all the information necessary for the user to get the most out of the experience.
Within the first chapter, Televisa had 1,813 active unique users that lived the new way of consuming content via a second-screen experience.
The campaign changed the paradigm of how to present content on different screens, delivering a new path for series entertainment to take advantage of technology and viewer experiences in consuming content.