When it comes to the world of digital advertising and marketing, there’s a new content format that’s quickly approaching front and center. It’s immersive 360 degree content. It can take the form of 360 content like 360 videos or images, or VR, AR, MR, etc. But no matter the exact form, immersive 360 media represents the newest content format since the advent of video.

And it’s being embraced in many different sectors. Recent examples in the Entertainment space include famed director Jon Favreau shooting Disney’s Summer 2019 remake of their classic The Lion King in VR or check out how AT&T featured a Game of Thrones mixed reality experience in select stores. Here they used VR and MR. Or the recently concluded Tribeca Film Festival, where 360 and other forms of immersive content are playing a bigger role year over year. Thank goodness Notre Dame in its glory was captured in 360 degrees by CNN before it’s recent fire. Even the education sector is being impacted by immersive 360 media.

All this content is some form of immersive 360 degree content. It’s based on how we as humans see the world. If you’re in marketing & advertising like me, then it might get you excited to think about what this content format change means for our space and how will it impact how we reach consumers over the next decade. Once thing is certain, it won’t be the status quo.

For those who are looking for options to better connect with consumers in the digital space, 360 media can serve as a solution. Or at the very least it can be a part of a more comprehensive marketing and advertising strategy that hopes to strengthen the consumer-brand relationship. Check out the Bacardi Rum ad below and you’ll see what I mean. It’s fun to explore (especially on mobile). And the brand didn’t have to go the expense and effort to create 360 assets to have the immersive content built. 

So here are a few ways that digital marketing pros can use immersive 360 degree media for marketing and incorporate it into digital marketing plans today. They’ll enable you to deliver more robust and desirable experiences to consumers that drive brand engagement, time with brand and eventually drive the bottom line better than video or rich media display.

1) As Programmatic Display Ads:

Perhaps one of the coolest advancements in creative ad tech is the ability to distribute 360 content creations as mobile and desktop display ad units. A 360 banner ad can respond to the movement of a user’s smartphone so it’s a truly interactive experience where the consumer controls the journey. They also offer a creative designer a much larger ad canvas to convey a brand message.

The great news is that immersive media is proving to be very effective for advertising and marketing. Recent market data has revealed that anywhere from 20-45% of consumers who are delivered a 360 banner ad will engage with it. When you consider that brands are used to click through rates of less than one percent, that should be reason alone to start integrating the format into all digital ad plans.

Worth noting that while there are quite a few 360 degree “marketing” content creators out there, not many can take the content they create and get it to work programmatically on platforms like Google, AppNexus, Oath, Trade Desk, other preferred DSPs and programmatic buyer platforms. So make sure you’re working with a 360 technology provider that can deliver 360 degree content as ad units to mobile & desktop digital display ad inventory.

2) Content Marketing & Blog Posts:

Ask most marketing professionals today and they’ll tell you that content marketing is a big part of their overall marketing strategy. Well, why not liven up your content by adding 360 media to the mix. It’s a great way to show your brand is tech savvy and it’s highly effective in connecting with audiences and can provide a deeper dive into your product or service.

When using 360 media in content and blog posts, insert the code for the media inside a div as you would for other forms of media. Inquire with your 360 media and/or tech provider for best practices.

3) Locally hosted web pages & landing pages:

Whether used for practical uses such as a 360 perspective of a retail location, restaurant, hotel or tourist spot, or used to further immerse an audience in your brand with a more comprehensive experience, when you host 360 content locally on your website, you’re sending a positive message.

4) Share on social to drive website traffic:

Just like you share articles, videos etc., share the webpage hosting your 360 content on social to drive traffic to your site where the 360 experience is hosted. Here, your audience will be a captive audience, how you will engage them is up to you.

5) Market Testing & Retargeting: Immersive content is also great for market testing. Because you’re building marketing messages across a 360 degree canvas (think you’re standing in the middle of a beach ball or a cube), you have a much larger space to work with. Each area, or side, of the 360 degree canvas can be testing product messaging, imagery, pricing, etc. Each area/side can be used for remarketing efforts as well.

It doesn’t get discussed much, but the real power behind immersive media is the volume of data points which track actual consumer behavior within the experience. So if you’re looking for more in depth data, immersive media delivers big time.

So consider yourself warned, there’s a sea of change happening in the content world. Video as we traditionally know it has been the king for quite a long time, but like all kings it will eventually be dethroned. 360 media, in all its forms, is what awaits next. And for those savvy digital marketers who jump in now opportunity awaits. Hope you’ll join us on the #360content journey!

What are your thoughts? I’d love to know. Please send me a comment. 🙂