360 VR is Interactive and Immersive

your phone to the left and you see more. To give you a better perspective, look at the image below. The image of the driveway with a big tree along its border leading up to a red barn and on the phone represents what a user would see with a traditional 2D media.

With 360 VR the user can move the phone left and/or right and see more of the scene. Move to the left and see more of the lake and cornfields, move to the right and you get a view of the silo, feeding stations and a rural road. If you were to move the phone upwards you’d see the beautiful blue sky, move it down and you’ll see the ground.

VR mode, on the other hand, enables you to view 360 VR using a mobile head mounted display (Samsung Gear VR, Google Daydream, Google Cardboard). All the user has to do is tap on the VR icon that is usually found in any 360 content, turn the device to landscape mode, and then place the device into the mobile HMD – which is like a special type of goggles or glasses. When switching to VR mode, you’ll notice that the screen splits in two, allowing you to put the device in the mobile HMD and immersing you in the content (see 360 VR vs In VR below). Because 360 VR responds to device movement, the user can then explore the content in VR mode by moving their head (much like how we explore the environment around us).

The Difference Between 360 VR and In-VR

360 virtual reality, also known as mobile VR, is different from in-VR content. That means that there is a difference between consuming 360 VR content in VR mode and consuming in-VR content. In-VR content requires something much more powerful than a smartphone. It is typically consumed using a head mounted display like the Oculus Rift, HTC Vive, or the Sony Playstation VR. This type of content is a highly immersive format and usually leverages CGI or 3D modeling. In-VR content also allows the user to not only look in any direction, but it also allows the user to move around the simulated environment. In other words, 360 VR content is much like viewing digital images or videos, but in-VR content is much like viewing content through a video game (which also allows you to move around the simulated environment by means of a video game controller).

This is the reason why HMDs require very powerful computers (or in the case of the Playstation VR, a powerful console) and when worn, they completely block out users from the real world, thus making whatever is seen in the headset their “reality”. This experience can be simulated slightly by the cardboard headset.

Most of the 360 cameras out there come with software that will autostitch the different parts together and create an equirectangular image or video. This is what ultimately becomes the 360 VR images and videos that you see.

Distribution Channels for Brands to Leverage 360 VR

The different ways that brands can leverage 360 virtual reality are both diverse and endless. Here are some of them:

Social Media

Brands can use 360 VR and post it on different social media platforms like Facebook or YouTube. In fact, these two platforms are two of the biggest 360 VR libraries out there. Many brands have used these platforms to promote their products. For example, Clash of Clans released a 360 video on YouTube that garnered millions of views and it gave users a glimpse of what it’s like to actually be in the middle of a raid in Clash of Clans.

Another example was when Hulu was promoting their series “The Handmaid’s Tale” (released 2017). One of their ways to promote the show was through a 360 video virtual tour of the main character’s room, which they posted on both Facebook and YouTube. Fans of the book were beyond excited to see their imagination come to life, which then made them more excited to see the tv show adaptation of the book.

Landing Pages

Another distribution channel that brands have used to leverage 360 VR is a landing page. This landing page usually contains a 360 VR experience (maybe a 360 video) that gives more information about a brand and their product. This landing page can lead to an actual web page with more information or it can just contain the 360 VR content as the purpose was to engage and immerse consumers.

A great example was Chick-Fil-A’s CowzVR campaign where they had a whole page with a 360 VR experience and the whole purpose was to market Chick-Fil-A. As part of the campaign, Chick-Fil-A gave away Chick-Fil-A cardboard headsets for people to be able to experience the 360 video in VR mode.

Games & Stand Alone Apps

The gaming industry has been one of the forerunners when it comes to leveraging 360 & virtual reality and so it’s no surprise that when you look up cardboard VR games in your phone’s app store, you’ll find plenty of apps to download.

Some brands, like Kellogg’s, use this as an opportunity to market their products. When the movie Captain America: Civil War came out, Kellogg’s encouraged consumers to download their app that contained a 360 VR Captain America game. At the same time, they gave consumers a chance to win free Captain America or Iron Man cardboard headsets by asking them to buy their products.

Experiential Marketing

Trade shows, sporting events, and even your neighborhood mall are places where you might find experiential marketing. Basically in these big events or locations, brands would set up sets or add props that would enhance their 360 VR content, giving consumers a more realistic experience when viewing the content.

For example, some stores or malls would have booths where people can sit down, put a 360 VR headset on, and be suddenly immersed in a car showroom. Trade shows would have 360 VR experiences where consumers are made to feel like they’re riding a car or even a roller coaster.

360 VR Advertising

360 Virtual Reality Ads are an entirely new premium ad format that can be served via today’s digital ad ecosystem. Because it leverages 360 & virtual reality technology, the content of the ad responds to device/user movement. This is very different from traditional ads. 360 VR ads that leverage Advrtas technology can be placed just about anywhere you would run a digital display or video ad today – on any website or app, on any browser, any device, and even any operating system.

360/VR is the fastest growing segment within digital media because unlike traditional marketing content, 360 degree virtual reality ads break the “walls” of traditional “boxed-in” advertising formats, allowing viewers to move their device left, right, up, or down, to view and interact with content – transforming them from passive viewers to active participants.

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