Create a New World of Marketing with 360 and Virtual Reality Video

When Google introduced Google Cardboard, marketers were taken aback by this highly accessible virtual reality tool. A simple piece of cardboard that attaches to smart devices, Google Cardboard introduced the concept of everyday virtual reality (VR). As technology improves, new trends are developing in the world of immersive experiences. Content like 360 and VR video are at the forefront of digital marketing, and as its capabilities evolve, they are transforming into innovative marketing tools.

Placing users in a set foreground captured by special cameras, 360 video is a mobile-compatible way to let users interact with a specific location or setting. With 360 video, navigating a new home or event space is as easy as opening an app on your smartphone. To explore a location, users simply drag their finger or click their mouse across a screen, creating a highly immersive experience. This user-friendliness makes 360 video an ideal choice for realtors, commercial developers, architects and designers.

If you plan on developing 360 video content, there are a few tips to keep in mind. As creating a seamless and immersive environment is key when producing 360 footage, ultra-high resolution cameras that produce top quality footage, ideally in 2K, 4K or 8K, are a must. CES 2017 proved to be a launching point for some innovative 360 cameras that maintain superior video quality. For example, the Vuze camera runs for $800 and offers 3D and 2D VR content, automatically optimizing content for all platforms and VR headsets upon capture. At the other end of the spectrum, the Nokia Ozo, which retails for a cool $60,000, has already been eyed by major film production studios and is capable of producing crystal-clear stereoscopic content that easily integrates audio and video.

A term that comes up frequently during the 360 video editing process is “stitching” or the integration of footage taken from every angle. Stitching is what makes 360 video look seamless and synced. Purchasing a camera that includes built-in editing tools for stitching will make video producing a much faster process. Once your video has been recorded in high-res and edited, it can be shared on online. YouTube has already amassed an extensive selection of 360 video and Facebook has opted to host 360 experiences that work in tandem with VR technology from Oculus Rift or Samsung Gear. This new layer of social capability could prove to open a whole new world of highly accessible 360 video.

Compared to 360 video, virtual reality offers a somewhat different set of benefits. While 360 video puts users into a real-world environment, virtual reality comprises a simulated environment. With virtual reality, anything is possible – designers can create imaginative worlds that users can move through and freely interact with. Considering this seemingly endless world of possibility, it’s no wonder companies like Budweiser and Jaguar are experimenting with virtual reality marketing campaigns. That said, this immensely immersive experience requires a lot of processing, so much so that VR headsets need to be tethered to a PC for computing power. This caveat limits the about of mobility possible during a fully VR experience.

Considering the growing number of virtual reality and 360 video experiences, it’s safe to say that this trend is here to stay. As technology becomes increasingly accessible, using VR for marketing and advertising purposes is proving to be a cutting-edge strategy for brands. Whether you want to send users on a tropical vacation or put them behind the wheel of a new car, virtual reality and 360 video is making marketing more immersive, innovative and creative than ever before.