Posts by Damian Collier

All-Round Success: Here’s How Brands Use 360º Video to its Full Potential

Damian Collier / 7 months ago

The average consumer is exposed to around 5,000 ads per day, making it harder than ever before for advertisers to achieve cut through with traditional advertising formats, such as still imagery and standard 2D video. Advertisers, brands and online publishers need to grab attention in new ways and 360º video offers a solution. There has been much talk about immersive technologies, such as virtual reality (VR), as a tool to rejuvenate advertising and marketing campaigns. The market has gathered a lot of interest from a consumer, particularly in the Asia-Pacific region. By 2023, Asia-Pacific is forecast to deliver around half of AR/VR global revenue. Yet despite its growing popularity among consumers, it’s still difficult for brands and agencies in the region to harness the power of VR. Using VR can be costly and labor-intensive to deliver. And even then, the content can only be viewed by a niche audience that has invested in a headset.

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Top campaigns that untap the potential of 360° video in the APAC Region

Damian Collier / 7 months ago

Virtual Reality (VR) and other immersive technologies have gained a lot of interest in recent years, particularly in Asia Pacific where forecasts predict that around half of AR/VR global revenue will be delivered in the region by 2023. Despite VR’s growing popularity among consumers in Asia Pacific, it’s still difficult for brands and agencies to harness the power of the format. There are a number of barriers for the adoption of VR, including the cost and time to create and deliver VR content, as well as the necessary devices needed for the consumer to view the content. 360° video has emerged as a unique medium that gives consumers the opportunity to take control, look around and discover more when compared to standard 2D or still imagery. Research from Google shows that 360° video delivers a 5X higher engagement rate than standard 2D video when used in advertising campaigns. It also encourages more repeat views, as consumers can have a different experience each time. While VR is still emerging as a popular medium, brands can use 360° videos in order to create and publish immersive content easily. For consumers, this type of content is also easier to access through desktop or mobile devices without needing to put on a headset. Across the Asia-Pacific, 360° video is already being used successfully today by forward-thinking brands and agencies to help them offer deeper and more meaningful connections with consumers. We have selected some of the best examples of how the medium has been used, why it works and most importantly, how this can be applied by marketers to create compelling campaigns in the future. Hong Kong Airlines: Enabling a virtual “try before you buy” experience Hong Kong Airlines has utilized the benefits of 360° video in its campaign to offer potential customers the chance to walk through business class and experience premium travel. The airline worked with Kiosked to use 360° video in banner ads that provided an immersive experience to show, rather than tell, its audience about the possibilities of premium travel. By allowing consumers to experience this premium service before buying, the airline’s ad was 35 times more effective than Kiosked’s traditional display ad counterparts and prompted consumers to upgrade their seats to upper class. AirAsia: Using 360° video to unearth hidden gems Last year, AirAsia launched a 360° video campaign to boost tourism in the region and commemorate the Association of Southeast Asian Nations (ASEAN)’s 50th anniversary. The videos aimed to provide consumers with an insight into the quirks and iconic features of all ten ASEAN Member States, with highlights including island paragliding in Vang Vieng, driving Lamborghinis in Singapore, hot air ballooning over Myanmar’s Bagan Temples and swimming with Turtles in Indonesia. By producing these videos, AirAsia allowed consumers from across the world to experience the full beauty of each of the ASEAN nations as if they were there. Furthermore, 360º video was able to highlight the beauty of lesser known gems in the region to inspire people to visit. Art Basel: Using 360 video for an all-inclusive experience Art Basel Hong Kong, is the largest contemporary art fair in Asia. It attracts over 70,000 visitors and offers a platform for artists from all over the world. When Art Basel Hong Kong opened its doors to the general public in March earlier this year, it also opened its virtual doors by creating a 360° interactive tour with photos and interviews with artists and collectors. The tour was designed to transport art lovers, who were unable to attend, to the fair and enable them to enjoy the highlights. This is a great example of a brand using 360° video to create an all-inclusive experience for consumers. While the Art Basel, Hong Kong attracts a huge number of physical visitors it recognised it could increase interest and sales by creating an online experience that allowed virtual visitors. In the digital era it’s incredibly important for brands to realise that events can be both an online and offline experience. This article was originally published by CMO Innovation.

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We’re only just getting started – so what’s coming next?

Damian Collier / a year ago

Today is Blend Media’s second birthday. Going from start-up to early scale-up has been an incredible journey. There’s plenty to celebrate. There’s even more to think about as, without question, there’s so much opportunity for Blend Media (and the industry) to develop further. As we reflect on our first two years, we’ve been thinking how fortunate we’ve been to build such a fantastic team - you can meet them in our interactive 360 Story below - and work with world leading customers, partners and film-makers. We’d like to say a huge thank you to everyone. It’s been amazing to see our customers and creators use 360 video to reach their audiences at scale - with some campaigns achieving bigger audiences than the Rugby World Cup Final or the Superbowl. We’re also proud that we created opportunities for content to be used for important charity campaigns, including the protection of marine habitats from plastics. Looking ahead, we picked out five trends that we think are coming together to accelerate the market for user-controlled content (360 video, AR and VR): Solving problems: new content formats often have a natural wow-factor but they really come into their own when they are used to tell stories in ways that just aren’t possible in other ways. As user-controlled content matures, we will see more examples of it being used to solve business issues, educate, entertain and inspire. Interactivity: the industry is only at the beginning of experimenting with consumer experiences across user-controlled content. Creators will get more advanced with adding interactivity and consumers will no longer just “look around,” they will take part and respond in new ways too. Mass audiences: today, 360 video is the only true mass consumer medium outside of regular video. That’s because it doesn’t need special hardware or viewing technology. Anyone with an internet connection can enjoy it. With VR headset prices coming down and more content coming to market, we’ll soon see a much broader and more diverse audience develop. The advent of consumer creators: we’ll start to see more mobiles that can record 360 video. That’s going to mean much more 360 content will make its way onto social networks and news coverage. That in turn drives familiarity with the format and much faster development in how it is used for story-telling. Cross-content experiences: we’ll begin to see brands and publishers becoming more sophisticated with the way they tell stories across 360, VR and AR. For example, using an AR experience to attract passing attention and then connecting through to a deeper engagement in VR. Thanks to our incredible team, our community, partners and customers. We can’t wait for what’s in store for us – and the industry as a whole – in the years ahead.

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Getting heard above the noise: the untapped potential of 360° video for advertising

Damian Collier / a year ago

The average consumer is now exposed to over 4,000 adverts a day. With that much noise it’s no wonder that they are actively avoiding traditional advertising whenever they possibly can. Clicking “skip ad,” or fast-forwarding the TV ad breaks has become a natural reaction. Advertisers need to do something different to get heard. Nothing feels like you’re being shouted at more than advertising that only delivers a linear message and doesn’t offer any way for you to engage with a story. 360° video is changing that by giving advertisers the opportunity to let audiences take control, look around and explore on their own terms.

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