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VIRTUAL REALITY
AGENDAThe Importance of VR
The Four Pillars
● Creative Production
● Consumption Hardware
● Distribution
● Measurement
Bringing VR to Life
Major Takeaways
The Importance of VR
“I can only do so many concerts. So, to be able to have more people experience them through VR...that would be epic”
-Miley Cyrus, Singer/Songwriter
6
INTEREST IN VR IS QUICKLY ESCALATING
Source: Google Trends for “virtual reality” June 2011- July 2016
7Source: Google Trends for “virtual reality” June 2011- July 2016
Oculus Crowdfunds
$2.4MM
“First Look at 'Wearable
Computing”
INTEREST IN VR IS QUICKLY ESCALATING
8
Oculus Crowdfunds
$2.4MM
Facebook acquires
Oculus for $2BB
Google Cardboard
Release
“First Look at 'Wearable
Computing”
“The Oculus Rift Will Be A Technological Triumph And
A Commercial Failure”
INTEREST IN VR IS QUICKLY ESCALATING
Source: Google Trends for “virtual reality” June 2011- July 2016
9
Oculus Crowdfunds
$2.4MM
Facebook acquires
Oculus for $2BB
Google Cardboard
Release
HTC Vive released
Oculus Rift released
Playstation VR announced
“We're Finally on the Eve of
the Virtual Reality Era”
“AR and VR will generate $150
billion in revenue by 2020”
“First Look at 'Wearable
Computing”
Disney invests $65MM
into Jaunt
“Apple wins patent for iPhone-powered virtual
reality headset”
“The Oculus Rift Will Be A Technological Triumph And
A Commercial Failure”
“Pokémon Go's Success Sends
Nintendo Shares Soaring”
```
“Why Virtual Reality Is About to Change
the World”
“Nearly 4BB invested in VR
since 2010”```
INTEREST IN VR IS QUICKLY ESCALATING
Source: Google Trends for “virtual reality” June 2011- July 2016
Have you tried a Virtual Reality headset?
FIRST HAND EXPERIENCE IS LAGGING
Source: Statista; United States, June 12-18-2015; 19-49 years; 1,01.
THERE’S A HUGE AMOUNT OF MISUNDERSTANDING
LET’S DEFINE THE VR SPECTRUM
AUGMENTED REALITY
A partially immersive technology
Interact with the real world using digital overlays
12Source: VR Landscape 2016 Emarketer pdf pg 2
VIRTUAL REALITY
A completely immersive experience
3D computer simulation
360 VIDEO
Audio-visual video simulation
The consumer can look in multiple directions around them.
VR MYTHS
SOME SAY VR REACH IS TOO LIMITED
Not True!
Source: http://www.forbes.com/sites/paullamkin/2015/06/18/virtual-realitydigicapital.com/news
SOME SAY VR CAMPAIGNS ARE COSTLY AND INEFFICIENT…
360 Video
Cost to Produce: $10kAverage Cost Per View: $0.03
Results from NY Times VR
Average Engagement Time: 14.7 minutes
Source: http://thinkmobile.com/blog/how-much-vr-application-development-cost/
SOME SAY VR IS TOO NEW TO GET INVOLVED Except for the fact that a ton of companies are already getting
involved and seeing great results!
Over 3 million views on YouTube!
1200 users at SXSW in Austin, TX.+ continued game downloads+ continued media coverage
Challenging established brand characteristics.
+ 230 Million Impressions
Sources: http://www.adweek.com/news/technology/sxsw-attendees-can-paint-their-own-virtual-reality-happy-meal-box-170188,
http://memeburn.com/2016/03/5-brands-using-vr-to-create-spectacular-customer-experiences/
Four Pillars of Virtual Reality“When people take off the headset, they immediately have a creative idea about what they can make in virtual reality, and a lot of them immediately
want to get involved.”
- BRENDAN IRIBE, CEO of Oculus VR
CREATIVE PRODUCTION
BRANDED CONTENT CO-PRODUCED CONTENT IN-GAME INTEGRATION
CREATIVE PRODUCTIONCOMES IN MANY FORMS
McDonald’s SXSW VR BRANDED CONTENT
MediaSpike Native AdsIN-GAME INTEGRATION
GEICO VR Puppy Bowl CO-PRODUCED CONTENT
McDonald’s SXSW VR BRANDED CONTENT
MediaSpike Native AdsIN-GAME INTEGRATION
GEICO VR Puppy Bowl CO-PRODUCED CONTENT
HARDWARE
Mobile Samsung Gear PlayStation VR HTC Vive
LG 360 VR Oculus Rift Desktop Cardboard
SCALE OF IMMERSION
$20 $100 $200 $400 $800
$100 $200 $400 $600$0 $800Full Immersion
Minimal Immersion $20
LEAST IMMERSIVE
Experience
360 Video navigated through tilt or cursor
Devices
Smartphone, Desktop
Content
VR Apps, Facebook, YouTube
MORE IMMERSIVE
Experience
Higher quality mobile video viewed through a
headset and navigated with body movement and
hand controls
Devices
Samsung Gear, Google Cardboard, Google
Daydream, LG 360 VR
Content
Samsung VR, Google Cardboard and Daydream VR
Apps, Facebook, YouTube
MOST IMMERSIVE
Experience
Fully immersive, stereoscopic, currently
tethered, and roomscale, often interactive,
content navigated with body movement
and hand controls
Devices
Playstation VR, Oculus Rift, HTC Vive
Content
Oculus app, STEAM, Playstation games
PHONE
2.6 BN smartphone users worldwide
META HOLOLENS MAGIC LEAP
Available to developers only
Available to developers only
Not yet available
Source: https://techcrunch.com/2015/06/02/6-1b-smartphone-users-globally-by-2020-overtaking-basic-fixed-phone-subscriptions/
DISTRIBUTION
MASS DISTRIBUTION
PUBLISHERS IN VR APPLICATIONS IN VR HEADSETS
DISTRIBUTION
MASS DISTRIBUTION
PUBLISHERS
PrerollNative Video
IN VR HEADSETS
AD OPPORTUNITIES
IN VR APPLICATIONS
MASS DISTRIBUTION
PUBLISHERS IN VR HEADSETS
PrerollNative Video
Preroll-via Youtube
Native Video- via Facebook
Creative Production
Content Sponsorships
AD OPPORTUNITIES
IN VR APPLICATIONS
MASS DISTRIBUTION
PUBLISHERS IN VR APPLICATIONS IN VR HEADSETS
PrerollNative Video
Preroll-via Youtube
Native Video- via Facebook
Creative Production
Content Sponsorships
Organic Placement
Content Integrations
AD OPPORTUNITIES
MASS DISTRIBUTION
PUBLISHERS IN VR HEADSETS
PrerollNative Video
Preroll-via Youtube
Native Video- via Facebook
Creative Production
Content Sponsorships
Organic Placement
Content Integrations
Organic Placement
Creative Production
Content Sponsorships
AD OPPORTUNITIES
IN VR APPLICATIONS
MEASUREMENT
“Virtual reality technology has the ability to create powerful new connections in the brain that generate long-term memories.”
- Doug Magyari, US military Immersion Researcher
HOW TO THINK ABOUT MEASURING VR
NEW MEASURES FOR THE VR LANDSCAPE
39
Heat Mapping Engagement Time
WHO CAN WE PARTNER WITH?
TRADITIONAL METRICS NEW METRICS
ViewsCompletion Rate
EngagementsCost Per View
Heat MappingEngagement Time
Geo-targeting
Bringing VR to Life
“VR has the potential to be the most social platform ever. Immersive, virtual and augmented reality will be part of people’s daily lives”
-MARK ZUCKERBERG, CEO AND FOUNDER OF FACEBOOK
JACK IN THE BOX
Campaign
Jack in the Box Brunchfast
Objective
Introduce the new Brunchfast menu-
now available anytime you want it. Tell
the story that Jack covers your brunch
cravings, no matter when they strike.
Target
Adults 18-34, Millennials, Fast Food
Lovers, Brunch Enthusiasts
Brunch Any Time
Brunch Before Time 1920’s of Brunch The Future of Brunch
JACK IN THE BOX MEDIA PLAN
Category Tactic Views Cost
Creative Production Production of 360 videos $100,000
Facebook Native video 714,286 $50,000
YouTube Trueview 500,000 $50,000
Influencers Advocacy and syndication 150,000 $25,000
Organic Owned channel posts and featured placement in Milk VR 50,000 0
MEDIA SUM 1,414,286 $125,000
GRAND SUM $225,000
SOCAL HONDA
Campaign
SCHDA’s Random Acts of Helpfulness
Objectives
Communicate Honda Helpfulness,
utilize existing partnerships with SCOUT
Target
Adults 25-54, Entertainment Seekers,
Secondary Target - Millennials
SOCAL HONDA CAMPAIGN PARTNERS
PAID PROMOTIONVISUAL RECOGNITION
SHAZAMPARTNERSHI
P
SOCAL HONDA MEDIA PLAN
Category Tactic Flight Views Cost
Creative Production Grab Games 09/12/16-01/01/17 0 $75,000
Host Application Shazam 09/12/16-01/01/17 20,000,000 $300,000
Event Purchasers Stubhub 09/12/16-01/01/17 10,000,000 $100,000
Social Promotion Facebook, Instagram, Twitter 09/12/16-01/01/17 1,250,000 $10,000
In Venue Promotion OOH Ongoing 0 0
MEDIA SUM $410,000
GRAND SUM 31,250,000 $485,000
MAJOR TAKEAWAYS FOR BRANDS
VR is True Engagement
Measurable
Growth Potential
THANK YOU!
