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UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
Who I am
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research...
Who we are
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Resear...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
$2.7
$1.0 $0.06
$5.3
$0.93 $0.44
$10.2
$1.9 $2.2
$17.8
$4.2
$9.4
$30.5
$8.0
$27.5
Worldwide revenue, $bil
Virtual Reality ...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
Experience from celebrity
view
Gatorade partnered up with
MLB superstar Bryce Harper
to release a VR scenario that
gives v...
Celebrity endorsement: Playing pretend
Experiential content: Unreal becomes real
Experiential content: See the difference
Experiential content: VIP
Experiential content: VIP
Product integration
Product discovery  leads
into press
Lufthansa – expo and upsell
Consumer preview: First class treatment
VR marketing for marketing’s sake
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
Key Takeaways
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Res...
Key Takeaways
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Res...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rig...
Uncovering The Market Potential For VR And AR
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Uncovering The Market Potential For VR And AR

VR is an industry that will experience continuous growth in the upcoming years. However, a significant amount of consumers are unaware, or uninterested in VR technology. In this presentation, we will review the current landscape for VR, observe VR awareness among consumers, and analyze how brands are utilizing the technology.

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Uncovering The Market Potential For VR And AR

  1. 1. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights reserved. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR NOVEMBER 2016 PREPARED FOR THE ASSOCIATION OF NATIONAL ADVERTISERS
  2. 2. Who I am UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 2 STEPHANIE LLAMAS Director of Research Head of VR/AR Strategy
  3. 3. Who we are UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 3 The leading providers of market intelligence for digital games, eSports, gaming video platforms and Virtual/Augment reality • 78M unique users • $3.2B of transaction data • 42 of the top 50 game publishers worldwide • Panel of 71K consumers
  4. 4. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights VIRTUAL & AUGMENTED REALITY MARKETS 4
  5. 5. $2.7 $1.0 $0.06 $5.3 $0.93 $0.44 $10.2 $1.9 $2.2 $17.8 $4.2 $9.4 $30.5 $8.0 $27.5 Worldwide revenue, $bil Virtual Reality vs. Augmented Reality vs. Mixed Reality UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 5 Virtual, Augmented and Mixed Reality will earn $67B combined by 2020 2016 2017 2018 2019 2020 2016 2017 2018 2019 2020 2016 2017 2018 2019 2020
  6. 6. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 6
  7. 7. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 7 Worldwide Virtual Reality revenue share Hardware vs. Software (and entertainment share) 19%81% $514K 62% 38% $9.6B 2016 202081% 51% $18.8B $416K
  8. 8. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights reserved. Q: Have you ever tried a VR device that wasn’t a Google Cardboard?
  9. 9. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 9 11% 12% 14% 22% 24% 16% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 Over 65 Age Distribution 51%49% Interested Unaware or Uninterested VR Awareness
  10. 10. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 10 12% 18% 20% 16% 16% 9% 8% 13-17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 Over 65 Age Distribution 51%49% Interested Unaware or Uninterested VR Awareness
  11. 11. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 11 355K 420M 451K 745K 2.3M Oculus Rift HTC Vive Google Daydream PlayStation VR Samsung Gear VR/VR 2 Virtual Reality Device Shipments, Worldwide 2016E
  12. 12. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 12 6% 11% 13% 27% 28% 32% 32% HTC Vive A headset compatible with Microsoft Windows 10 Google Daydream View Oculus Rift Samsung Gear VR PlayStation VR Samsung Gear VR 2 Device Purchase Intent – 12 months
  13. 13. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights reserved. Q: How often do you watch streaming content apps like Netflix or Hulu?
  14. 14. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 14 3 days a week 1 hour a day 3 hours a week Virtual Reality consumption
  15. 15. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 15 3 days a week 1 hour a day 3 hours a week 4 days a week 2 hour a day 8 hours a week Streaming entertainment consumption Virtual Reality consumption
  16. 16. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 16 19% 32% 38% 53% 81% To watch live events To watch short videos To have unique VR experiences (e.g., music visualizer, flight simulator, etc.) To watch TV or movies To play games Usage Intent
  17. 17. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights 17 22% 27% 28% 31% 31% 32% 33% 54% To remove ads from a VR game VR TV and movie streaming services Items in a social app (e.g., avatar clothing, furniture for a virtual room, etc.) Additional VR gaming content (e.g., extra lives, more levels, etc.) VR TV episode downloads Additional VR content for shows or movies (e.g., an episode in VR, a virtual living room to watch content, etc.) VR movie downloads Full VR game purchases Content Purchase Intent
  18. 18. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights HOW BRANDS ARE MARKETING IN VR 18
  19. 19. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights reserved. Q: Have you ever had a brand experience in VR?
  20. 20. Experience from celebrity view Gatorade partnered up with MLB superstar Bryce Harper to release a VR scenario that gives viewers the chance to see what it feels like to be in the mind and body of Bryce Harper in a clutch game time situation. Celebrity endorsement: The view from within
  21. 21. Celebrity endorsement: Playing pretend
  22. 22. Experiential content: Unreal becomes real
  23. 23. Experiential content: See the difference
  24. 24. Experiential content: VIP
  25. 25. Experiential content: VIP
  26. 26. Product integration
  27. 27. Product discovery  leads into press Lufthansa – expo and upsell Consumer preview: First class treatment
  28. 28. VR marketing for marketing’s sake
  29. 29. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights KEY TAKEAWAYS 30
  30. 30. Key Takeaways UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights • Virtual Reality will be the market leader over Augmented and Mixed Reality for the next 5 years with revenues reaching $30.5B by 2020. • Virtual Reality software will grow to $18.8B in 2020, with entertainment and games accounting for more than half. • VR awareness is lowest among 45-64 year olds, making them the least valuable demographic • Mobile VR reigns supreme, both in terms of device shipments and purchase intent. PSVR is the top high-end device among current and future owners. • Virtual Reality content consumption will eat into streaming entertainment, accounting for 3 hours a week.
  31. 31. Key Takeaways UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights • Users are most likely to consume entertainment and are least likely to pay to remove ads than purchase content and services. • Ad networks are moving in, helping increase access to impressions across all platforms. • Endorsements, experiences and product placement are currently the most popular advertising methods among brands. • Earned media is a key strategy for brands accessing non-VR users while consumers trickle into the market.
  32. 32. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights reserved. Q: Will your brand take part in VR in the next 12 months?
  33. 33. UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR: PREPARED FOR THE ANA, NOVEMBER 2016 | © 2016 SuperData Research. All rights reserved. THANK YOU! STEPHANIE LLAMAS, SUPERDATA RESEARCH STEPHANIE@SUPERDATARESEARCH.COM UNCOVERING THE MARKETING POTENTIAL FOR VR AND AR

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