Since 2015 when major platforms such as YouTube and Facebook, and later Vimeo in 2017 began supporting 360 video there has been a substantial increase in its value as tool for marketing. This increase in support from publishers has truly opened the format to a wide audience. Writing in 2019 it is incredibly common to see businesses using 360 video to greater connect with potential customers. An excellent example of this is the case of immersive VR marketing ‘Try before you FLY’ by Thomas Cook a program that used virtual reality to let potential customers explore their dream destinations. Overall the travel agency saw an increase in their ROI by 40% and a 190% increase in their New York City bookings.
Whilst the best way to enjoy 360 video is through one of the many VR headsets available, there are still clear advantages of 360 video when viewed on a standard computer screen or mobile device. In particular businesses that want to showcase the experiential aspect of their offerings, such as hotels, leisure facilities and live events, enabling the audience to step inside the world a business has created remotely has huge advantages.
Some of the key advantages marketers have suggested about 360 video include:
Greater engagement and subsequently higher conversion rates
Quality content that stands out and holds your audiences attention
The more people engage with your video the more information you can collect about your audience.
More information for the consumer which creates greater consumer trust for your brand or business
There are however a few drawbacks to 360 video:
360 video is still relatively expensive to produce well, as the kit required to create good 360 video is very specialist and often requires specialist knowledge to operate.
Whilst 360 video can now be viewed on almost any device to some degree the best way to experience it is still through a VR headset and it is still the case that most people do not own one of these.
However everyday the barriers to 360 video are being chipped away at and we predict that it will continue to grow as a powerful tool in a marketers arsenal. We in particular are seeing more and more enquiries about 360 video and are constantly seeking to keep pace with the technology available to ensure we provide our clients with the best 360 video on the market.
Below are some examples of really excellent 360 video.
See Victoria, British Columbia in Stunning 360 | Travel + Leisure
Behind the scenes at a toy factory with the Nokia Ozo (360 video)
The screen is the new personal religion, always with you, omnipresent, omniscient; it is the reflection of our own psyches, a collective delirium. The screen is also the revelation: it is the mind, the collective mind, a mutual hallucination. The screen swallows us up. The screen world encroaches into our own, just as formerly Shakespeare’s characters and their subtle philosophies crept into our common imagination. The real and the cine-real follow endless inversions of each other. Life imitates art. Art imitates life. The screen shapes our cognitive processes and thus influences our perceptional tendencies: increasingly, we make sense of the world through a cinematic lens. Our thought processes employ the language of cinema in imposing order on life’s chaos. The filmic cosmos fills our world, filmic beings hovering in the middle distance between thought and experience, migrating from the screen to our collective subconscious, and contaminating our minds with nonsense. The twenty-first century psyche is peopled with Hollywood phantoms, its history, its sensibility, its capacity to feel, such as it is. These phantoms lay dormant in your head where they quietly evolve. Being born in the Matrix, our only notion of change is within the Matrix. We can rearrange the furniture, but the building remains the same. The dominant form of this this intellectual infestation is Hollywood cinema. Continue reading Hollywood: Factory Line Thought→
The twenty-first century psyche is peopled with cinema’s phantoms, abstract beings which secretly evolve inside us, working our hearts and our minds with a silent patience, a slow art, in much the same way the winds quietly carve mountains from absolute rock. Migrated from the screen to our collective subconscious, they thrive. Just as our ways of experiencing reality have become increasingly dominated by screen media, so too have our ways of understanding such experience – our ways of thinking and feeling – come into the orbit of these cinematic worlds. Of course, people have always turned to narrative constructs, to stories, in order to make sense out of life, complex and confusing as it can be. Stories give us an anchor-point in the confusion, helping us not to be lost. They provide moral, intellectual, and emotional guidance: various cognitive grooves through which to channel the great experiential variety of living.Continue reading A Psyche Born on the Screen→
We are all of us products of our environment, physically, intellectually and spiritually; let’s get that front and centre, so we can anchor what’s to follow in something approaching the practical. Continue reading The Screen is God→