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Church, State, and the Future of VR: How the NewYork Times is Advancing Virtual Reality for Readers and Advertisers

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Adam Aston, The New York Times

Published in: Marketing
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Church, State, and the Future of VR: How the NewYork Times is Advancing Virtual Reality for Readers and Advertisers

  1. 1. @newscred Keynote: Church, State, and the Future of VR – How the New York Times is Advancing Virtual Reality for Readers and Advertisers Adam Aston, VP, Editorial Director, T Brand Studio, The New York Times
  2. 2. Adam Aston, V.P. & Editorial Director, T Brand Studio | 06-02-16
  3. 3. 1.3MM
  4. 4. nytvr The New York Times Magazine
  5. 5. Social Buzz Click to play
  6. 6. ≈600K Total App Downloads ≈2MM+ 6+Min. Total VR Film Views Average Engagement KEY METRICS
  7. 7. T Brand Studio’s VR Approach AT T BRAND, WE DON’T JUST CHECK THE VR BOX. NARRATIVE AND VISUALS ARE EQUALLY IMPORTANT. WE SEE VR AS AN HONOR AND
 A PRIVILEGE. We’re passionate and dogmatic about the duo of a great narrative and a compelling visual experience. Every film we make is an opportunity to be someone’s first VR experience. We can set the bar for how high their expectations are. VR is a medium unto itself, very unlike a typical linear film. We don’t retrofit a linear idea to work in VR. If VR isn’t the best way to tell a story, we don’t force it. As a result, our audience and our clients benefit.
  8. 8. The VR Landscape | THREE BUCKETS •  Companies building hardware devices to view VR •  Companies that film or post-produce VR VR PRODUCTION SERVICES VR DISTRIBUTION PLATFORMS VR HARDWARE RED = Venture Backed •  Companies building platforms to make their (or others') content bubble up
  9. 9. “Virtual and augmented reality is expected to become an $80 billion market by 2025, roughly the size of the desktop PC market today.” — Heather Bellini, Goldman Sachs Research The Future of VR
  10. 10. Popcorn, Candy and a VR experience[video by Framestore]
  11. 11. Real Estate, Real Awesome[video by Matterport]
  12. 12. Healthcare and Education[video by EON Reality]
  13. 13. Live Events and Entertainment[video by Lincoln]
  14. 14. Military Use[video by The Daily]
  15. 15. Adding Transparency to News Reports [video by The New York Times]
  16. 16. Takeaways 2. IT IS UP TO US TO SET THE BAR HIGH BUT KEEP THE BARRIER TO ENTRY LOW. 3. WE ARE BUILDING THIS AIRPLANE WHILE IT’S FLYING… OVER THE OCEAN… AT NIGHT. 1. DON’T INNOVATE FOR INNOVATION’S SAKE, INSTEAD IMPROVE ON WHAT’S THERE.
  17. 17. RECOMMENDED READING 2. Medium.com “The Storyteller’s Guide to the Virtual Reality Audience” goo.gl/HqWBpE 3. Goldman Sachs “Profiles in Innovation: Virtual & Augmented Reality” goldmansachs.com/our-thinking/ pages/virtual-and-augmented-reality- report.html 1. Knight Foundation “Viewing the Future? Virtual Reality in Journalism” knightfoundation.org/publications/ vrjournalism
  18. 18. Seeking Pluto’s Frigid Heart uses data from NASA’s New Horizons spacecraft to take you to a world 4 billion miles from the Sun. Through the data and photography collected, we’ve created accurate extrapolations of what it would be like to stand on the surface of Pluto.
  19. 19. @newscred MASTER CONTENT MARKETING WITH #ThinkContent University Get over six hours of premium content free with promo code: TCSummit16* Regularly $895; expires June 17, 2016 insights.newscred.com/thinkcontent-u

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