There’s a buzz around virtual reality (VR) and it’s easy to see why. VR is “the next big thing” in entertainment, marketing and industry training. Since the emergence of VR headsets such as Oculus Rift and Samsung Gear among others, VR has really captured the public’s imagination.
Subsequently, we are beginning to see a broader range of clients spanning numerous industries. Forward-thinking companies can see the value this exciting new technology offers on multiple levels.
VR is not only for gaming and making films pop to life. Organisations are using VR technology to create real-world training programs for employees and marketers provide customers with fully-immersive experiences.
Brands that have already adopted VR for marketing campaigns saw an ad success rate of 29.8%, significantly more than mobile (1%) and desktop (0.4%). VR adoption is not even widespread yet, but given 81% of user tell their friends about it, VR is expected to grow exponentially in the next two years.
Even if you don’t know much about virtual reality or the technology, you probably know enough about VR to recognize its potential. But what should your business expect from virtual reality, and is the technology worthy of all the hype?
1. VR video is not the same as traditional video
The first challenge you will face when switching to VR is you need to change your mindset. Creating virtual reality videos is not the same as traditional video, therefore the way you create your content has to be slightly different.
For example, VR is a tool that enables marketers and trainers to provide a fully immersive experience. You can place the end-user in a real-life situation wherever they are. This removes any danger that could possibly be involved in the video and prepare people for the conditions.
Whereas traditional video is often used in advertising for pre-roll and mid-roll spots, VR is not suitable for quick-hits. People need to be allowed the time to enjoy the experience. When making VR video ads, consider placement, time span and how you should approach the content. What experience do you want end-users to have?