360 video and virtual reality are slated for explosive growth in 2018 as technologies become more accessible to the mainstream user. If you have a unique and visually appealing offering that could be turned into a virtual experience, immersive content is worth a closer look.

We recently reached out to our clients at Immersive Explorers – a 360 content creation and media company based in Whistler, BC – to learn more about how businesses can leverage 360 content. Here’s what they had to say:

Q1: Tell us a little bit about the current 360 video landscape (what are the trends, what’s the technology like, and who are the players)

A1: This is a very broad question since VR is growing across so many industries – we might have to write a book! Right now though, we would say that the growth of VR as a marketing tool has been evolving quickly. At first it was kind of a gimmick – think McDonald’s activation in March of 2016 in Sweden where they created a Happy Meal box that could be folded into a cardboard VR headset ( or Happy Goggles!) to play a VR game called Slope Stars.

With steep growth in users, organizations are embracing the opportunities that immersive content presents. The technology for both cameras and headsets is evolving and becoming more accessible, resulting in more content and broader adoption of the technology outside of the core user groups of “geeks and gamers”.

The main players right now are Google, Samsung, Facebook / Oculus, Microsoft, and Intel.

In the travel sector, the last two years has seen an increase in VR usage – Tourism Australia, Destination BC, and or Qantas have all made significant investments in virtual reality / 360 video content and reaped the rewards of being among the first to bring travel experiences in 360 to market.

Q2: How does the 360 experience compare to regular video content?

A2: We have found 360 assets to be way more engaging, providing double the average view times and a higher click thru rate than conventional assets. Recently, Destination BC posted a 360 video that we shot at Superfly Ziplines in Whistler. They had also posted a conventional video of dogs playing in the snow, taken at Silverstar Resort in that same week.

Just as background, after capturing content and working in Whistler Blackcomb’s PR department for many years we consider dogs playing in snow to be the holy grail of social content – it is super engaging – people love it.

Both videos were about one-minute long. The 360 video content outperformed the conventional video by receiving 175% more likes, 459% more shares and 159% more video views on the Destination BC page. To us, this is an incredible illustration of the strength that immersive content has to be super engaging and rise above conventional content assets.

Google partnered with or Columbia Sportswear to create an ad campaign using 360 Labs. Two campaigns were created using TrueView – one featured the 360-degree video format, whilst the other was a standard video format. The 360 in-stream video advertising underperformed for view-through rates across mobile and desktop.

However, click-through rates on 360-degree ads were higher compared to standard video. Interaction rates which includes tilting and scrolling, were also higher for the 60-second 360 ad. This led Google to conclude that 360 video formats drive engagement through interaction.

Indeed, the format attracted more views, shares and subscribers than traditional ads. Overall, the 360-degree video ad drove 41% more actions. Overall, the video had a 46% higher view count compared to the standard ad. That’s likely due to 360 being a more engaging and immersive format.

Q3.  How are consumers using 360 video in 2018?

A3: Well, first of all there is a lot of really terrible user generated 360 content on Facebook!

But seriously, the number of people engaging with immersive content is growing. NBC was showing the Olympics in 360 format, you can view news stories on the New York Times VR app, CNN has a channel and many brands are using immersive experiences to share stories and content about their products and experiences.  

As the price comes down for VR headsets and more content creators master the skills needed to create immersive content we can eventually see the VR headset becoming as ubiquitous as mobile phones.

Q4: What are some of the use cases for brands who want to leverage 360 video?

A4: The interest that we are seeing is coming mainly from hotels, destinations and adventure experiences.

Since 360 video allows for realistic spatial representation the inclusion of immersive content is a great balance to conventional photo and video assets. We can create utility-based content that can orientate people in spaces and show them the “lay of the land” without having to visit in person.  

Aspirational content drives that dreaming phase and engages people by putting them in the driver’s seat in the middle of the action so they can experience something as if they are really there. Since the content that is created can be used as 360 assets on websites and social channels (Facebook, Youtube and Vimeo) as well put in a headset for sales and demo purposes the ways you can leverage a project are almost limitless.

Q5: What are the most common distribution channels for 360 video?

A5: YouTube (they have a Virtual Reality channel with 2.8 million subscribers), Vimeo, Facebook, veer.tv, Kuula.com, apps that host collections of content such as the Oculus store or New York Times. We plan to have an app for in headset distribution in the future and our website features 360 video and photographs in 4K.

Q6: What should businesses keep in mind when considering 360 video?

A6: Finding the right team to produce the content. Since this technology is emerging and is just starting to get more traction there are a lot of video teams out there getting into immersive content creation.

The problem is, filming immersive content the same way you film conventional content will result in footage that will literally make people sick when viewed in a headset. So, it is important to look for a team that  has years of VR experience and can prove that they can capture immersive content free of sensory conflict.

A lot of immersive content relies solely on the “gimmick” that you can pan around and get the 360 view. The next layer that we are hoping to delve into with our clients is the storytelling aspect. Just because the content is super cool and immersive doesn’t mean we can’t layer in story to inspire the viewer.

Q7: What’s the best way for brands to get started with 360 video?

A7: My simple answer would be to give us a call! The price of capturing a short experience isn’t as much as people assume and working on a short experience is a great way to see the increased engagement that immersive content provides on website and mobile platforms.

Q8: Anything to add that we haven’t covered off?

A8: Immersive content is recalled in the brain in the same way as a memory is. Creating VR/360 content also separates you from your competitors, making you look like a forward thinking company.

About Immersive Explorers

Immersive Explorers is driven to create and widely share 360 content that allows past, present and future travellers to have deeper connections with destinations and experiences. Anyone, anywhere can explore a new place or revisit a beloved location; this is the richness of experience VR and 360 content enables. Immersive Explorers and its social channels feature and amplify editorially-driven virtual reality and 360 video or photo stories created in partnership with destinations, activity operators, and experiences.

This custom VR content is featured on both Immersive Explorers’ platforms, as well as those belonging to the partner.

We know content marketing is a crucial component of the marketing mix for brands in the tourism sector. Immersive Explorers provides VR and 360 custom content solutions for both headset technology and digital platforms. As VR technology becomes more accessible and consumer uptake increases, this is the time to invest in these exciting digital marketing assets. Besides full-service content development, Immersive Explorers offers distribution to ensure the asset is easily discovered, as well as the technical expertise and support partners require to maximize the opportunity immersive content presents.

Visit them online at immersiveexplorers.com Facebook, Twitter.  or Instagram.

A few months ago, we wrote about how analog is making a comeback. Perhaps it’s this rejuvenated appreciation for simpler times that is also fuelling the audio revolution. Influencers, brands and media are capitalizing on an auditory renaissance as podcasts creep slowly from niche to mainstream.

When I was a little girl travelling the world with my family, nothing was more comforting than listening to talk radio or music on CBC AM Radio or hearing the iconic chimes of BBC’s World News broadcast. It felt – though thousands of miles away – I was connecting with humanity from my remote location.

It wasn’t just me, though. For generations, families and colleagues crowded around radios to listen live as events shaped our world. We experienced the sound of wars, presidential elections, assassinations, rising music stars and even groundbreaking fiction, such as War of the Worlds.

But, gradually, the radio star died and video reigned, as televisions turned from black and white to colour; from high def to 4K and so on.

Now, the once-forgotten art form of audio storytelling is storming back onto the scene – and brands are taking notice. Podcasts have become a lucrative medium for both advertising and brand experience. In 2017, Edison’s annual research report indicated that 24% of Americans had listened to at least one podcast in the last month. With several viral podcasts bursting onto the scene in 2018, this number is expected to leap exponentially for 2018.

Public awareness about podcasts has nearly doubled over the last decade and the number of users who’ve listened to a podcast has nearly tripled. Today’s podcast listeners skew slightly male, over-index in the 18-34 age group, are highly educated and have a higher-than-average income.

Media have been early adopters of podcasting; Outside Magazine, the LA Times and Harvard Business Review, to name a few. Podcast stars have carved their niche and drawn cult followings, leading them to go “on tour” for live recordings in front of thousands of enthralled viewers.

But, what is more interesting is how big brands like General Electric and Shopify are captivating audiences by offering intriguing, value-added content to their audiences.

So, what’s all the fuss about? Here’s why audio is an effective content marketing touch point for your business:

Cost Effective Production – When you weigh the costs of video production, podcasts are a cost effective way to produce and self-publish content. All you need is a quality microphone or recording equipment, basic editing software, simple artwork and time. Publishing to iTunes, Google Play, Spotify and other podcast listening platforms is simple and free (or at least very reasonable).

Longer Dwell Time– Podcasts are inherently long form, often ranging from 10 minutes to an hour in length; or even produced as an episodic series. The average podcast user listens while they’re commuting, walking or working, so you can bet that in their earnest attempts to kill time, they can easily crush an entire season of episodes in less than a week. More time with your brand creates a sense of connection and loyalty for customers.

Combat Algorithms – As we know, social media organic reach is shrinking and news feeds are cluttered. It’s difficult to get in front of your audience, let alone capture their attention for longer than a second. Podcasts are often discovered through earned means, such as word of mouth, reviews and media coverage. A great concept that resonates can generate free exposure and gain traction quickly.

A Robust Brand Experience – When you’re building for the 3-second audition on Facebook, your content must be short, snackable and snappy. While it can be a great chance to drive action or build awareness, it doesn’t leave much time for in-depth brand building. A podcast, provides a blank slate for businesses to build multi-dimensional brand experience that includes music, visual aesthetics, tone, and personality.

Partnership and Collaboration Opportunities – In the podcast world, collaborations and co-creation are common and encouraged. Publishing networks like NPR or Wondery often create teaser episodes that are distributed to other like-minded podcast shows; and hosts often give shout outs to up-and-comers or new season launches. Leveraging the power of like-minded podcasts is a great way to reach new audiences organically and authentically.

Intimacy – Audio storytelling cultivates a sense of intimacy. It’s just you and the listener – no newsfeed to contend with, minimal distractions, and a certain level of concentration that only listening to a story can provide. Intimacy creates an emotional connection and listeners are more likely to regard your brand with the comfort and familiarity of an old friend. After all, your podcast has become part of their daily or weekly ritual.

Advertising – If producing a podcast isn’t the right fit for your business, another consideration is to advertise on an already established one. In fact, 60% of podcast listeners buy products highlighted in the ads, according to Midroll – a media buying platform for podcast advertisers.

Regardless of where you sit on podcasting for business, here are some of our favourite podcasts to whet your appetite. Do you have any to add to our list? Comment below!

• • • How I Built This
    • Stuff You Should Know
    • Dirty John
    • S-Town
    • TED Radio Hour
    • 99% Invisible
    • HBR Ideacast
    • Adventures in Design
    • Marketing Over Coffee
    • Tropical MBA