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Research: Consumers Are Open to Immersive Experiences

  • 28 July 2017
  • Nathan Kay

An “immersive experience” became a key buzzword in marketing in 2013. Today’s interpretation of the term differs somewhat to account for technological and software updates. A completely immersive experience today is highly visual and evident on every platform. Interactive websites, social media, and other technologies form an imaginary world around the user who will become completely immersed in the content.

Virtual reality (VR) and augmented reality (AR) are becoming integral parts of the sector, as are 360-degree videos. Immersive experiences are key to marketing success today as consumers search for the latest innovative content. The race is on to deliver exceptional marketing campaigns that captivate an audience and drive business.

Immersive Experiences Have a Positive Connotation

According to Martech Today, consumers are positive about immersive technologies. Video advertising agency YuMe conducted a survey and found that most respondents had heard of VR, AR or 360-degree video. YuMe’s Seeing Is Believing Survey questioned 811 US-based online users. Results showed that 86% of recipients had heard of either VR, AR or 360-degree video but only 29% had tried one or more. VR was the best known of the three, followed by 360-degree video, then AR. Desktop or mobile VR was tried by 16% of the recipients, 360-degree video by 13% and AR by 9%.

360-degree Videos are the Next Best Thing

According to Impact, leading brands are using live video feeds and 360-degree videos to increase their content scope. Instagram, Snapchat, Facebook 360, and YouTube are being used to stream advertisements, marketing and PR content, event information, host Q&As, product demos, and are proving extremely popular.

Marketing Tech says many leading brands are turning to immersive content for attention-grabbing marketing and advertising campaigns. Brands have benefitted from VR and 360-degree videos: Jaguar, Volvo, McDonald’s and Etihad Airways, to name but a few.

Facebook, Google, and YouTube remain the ‘BIG 3’ platforms to stream 360-degree videos. They are also proving successful when linking up to VR and AR content. In 2016, Google representative Aaron Luber confirmed the success of 360-degree videos.

“On YouTube, we made a big, early bet on 360-degree video. This means viewers can see the video from every angle just by swiping or moving the phone or tablet around — no headset required. Uploads of 360-degree videos continue to grow and have doubled over the past three months,” Luber said.

The ‘BIG 3’ are Transforming the Marketing Industry

VR, 360-degree videos and AR are already transforming the marketing industry. Marketing executives up and down the country are already incorporating the ‘BIG 3’ into groundbreaking marketing strategies, and big organizations are lapping up the latest inclusions to their all-around campaigns.

AR, VR, and 360-degree videos are a game changer for marketing executives. They’re becoming the most important technologies of the 21st century and have opened new doors for the marketing industry.

The Future is Bright

Experts predict that both the marketing and advertising industries will change as 360-degree videos become more popular. Interactive elements which will allow user participation are key to consumer engagement and a marketing dream. According to Forbes, roughly 30 percent of marketers will experiment with 360-degree videos, VR or AR applications this year.

Immersive Tech is Growing

According to YuMe, consumers have a positive view of brands that have utilized some form of immersive tech. “The appetite is growing rapidly,” Tripp Boyle, YuMe VP of Emerging Platform, said. 360-degree videos, AR and VR will continue to grow and dominate not just the marketing industry but other industries around the world. Immersive technology is key to success in the marketing industry. Consumers continue to search for the latest innovative content to keep them entertained.

Four advantages to Creating an Immersive Experience

According to Brand Agent, there are four advantages to creating an immersive experience:

1. Engaging – Ensure the consumer is part of the experience.

2. Memorable – Make sure your content is memorable. There are so many campaigns out there so make it unique.

3. Fun – Make it fun so the consumer enjoys the experience and remembers your brand in a positive light.

4. Creative – Be creative to reach the consumer in new and exciting ways. There’s nothing worse than a dull marketing campaign.

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