Immersive Content Marketing Opportunities for Brands: immersive storytelling, product visualization, lens and filters, , location-based experiences Augmented and Virtual Reality.

1. IMMERSIVE
CONTENT
MARKETING
RORI DUBOFF / SEPT 2018
@RoriDuboff | Accenture 2018

2. TRANSFORMATIONAL BRAND EXPERIENCES
THAT TRANSCEND REAL WORLD PARADIGMS
TO GENERATE LASTING IMPACT
2
IMMERSIVE
CONTENT
MARKETING
@RoriDuboff | Accenture 2018

3. 2D SURFACE
VIEWING
COMPUTER
SCREEN INTERFACE
BRAND-LED
STORY LINES
REAL WORLD AS
INTERFACE
3D INTERACTIVE
EXPERIENCES
USER-LED
STORY WORLDS
IMMERSIVE CONTENT MARKETING
A NEW WORLD OF EXPERIENCES
FROM TO
3@RoriDuboff | Accenture 2018

4. IMMERSIVE CONTENT MARKETING
SPECTRUM OF EXTENDED REALITY TECHNOLOGIES
Mobile
Augmented Reality
Mixed Reality
360 video /
WebVR
Mobile
Virtual Reality
Fully Immersive
Virtual Reality
MERGING PHYSICAL & DIGITAL WORLDS ENCLOSED VIRTUAL WORLDS
4@RoriDuboff | Accenture 2018

5. 5
IMMERSIVE CONTENT MARKETING
INVESTMENT CONTINUES TO INCREASE
$
Ad revenue in AR is projected to
grow from $68 million in 2016 to
$13 billion globally in 2022
Mobile AR & content experiences driving investment growth
Over 80% of marketers are planning
to invest in new ad formats
through 2019 (VR,AR,360 video and
AI voice)
Over 1 billion dollars drove
immersive entertainment projects
in 2017
https://deadline.com/2018/01/ar-vr-attract-1-billion-invested-in-2017-1202234684/
https://www.mediapost.com/publications/article/299593/ar-marketing-shifting-13-billion-ad-revenue-proj.html
The global market for consumer
AR and VR content & apps
grew by 72%, reaching $3.2
billion in 2017
https://technology.ihs.com/601858/augmented-and-virtual-reality-consumer-content-and-apps-market-hits-32-billion-in-2017-ihs-
markit-says
IAB 2018
@RoriDuboff | Accenture 2018

6. MOBILE AUGMENTED REALITY LEADING USAGE
6
• More than 80 million people in the US
engage with AR on a monthly basis1
• Nearly 70 million users spend an average of
three minutes a day with their AR Snap
“lenses.”2
• By 2020, as many as 100 million consumers
will shop via AR3
• 40% of shoppers would like to use AR to test a
product virtually before they purchase4
• 52% of shoppers believe retailers should
invest in tech to create convergence between
online and offline shopping5
Consumer Benefits: On-the-go access, social sharing, retail shopping, utility and entertainment
1. https://www.bcg.com/publications/2018/augmented-reality-is-camera-next-big-thing-advertising.aspx
2. https://venturebeat.com/2018/07/12/ar-companies-have-grown-50-since-the-end-of-2017/
3. https://www.retailcustomerexperience.com/blogs/how-ai-ar-vr-impact-retail-this-year-apocalypse-not-included/
4. https://thecurrentdaily.com/2018/04/13/shoppers-augmented-reality-online/
5. http://artillry.co/2017/10/12/arcore-arkit-4-25-billion-devices-by-2020/
@RoriDuboff | Accenture 2018

7. 7
IMMERSIVE CONTENT MARKETING
EVALUATING REACH VS. IMPACT
@RoriDuboff | Accenture 2018

8. 8
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
IMMERSIVE CONTENT MARKETING
PLAYS A ROLE THROUGHOUT ENTIRE USER JOURNEY
Location-based
brand
experiences
(VR/AR)
360º
interactive
stories &
simulations
Branded social
filters & lenses
3d product
visualizations &
configurations
@RoriDuboff | Accenture 2018

9. 9
IMMERSIVE CONTENT MARKETING
BRAND IMPACT & RESULTS ALONG USER JOURNEY
6.8 million views
reaching 27.4 million
people of the Sunflower
VR exhibition
10X CTR lift for
360° campaign "Fifty
Shades Darker VR
Experience
224 million Snapchat
branded AR lens
views in a single day
37% response increase
when embedding AR
into e-mail
3.58M livestream
viewers from Acura
AR livestream
2.43 views & 278k
social media engagement
within 4 days with a
hologram app
11X purchase intent
increase with AR
25% increase in
merchandise sales with
the help of AR
Nike sneakers sold out
within 23 minutes when
using a snapchat lens
UNITED STATES
POSTAL SERVICE
AWARENESS ENGAGEMENT CONVERSION
@RoriDuboff | Accenture 2018

10. IMMERSIVE CONTENT MARKETING
OPPORTUNITY CATEGORIES
10
1 IMMERSIVE
STORYTELLING
2 LENSES &
FILTERS
3 PRODUCT
VISUALIZATION
4 LOCATION
BASED
@RoriDuboff | Accenture 2018

11. - 1 -
IMMERSIVE STORYTELLING
Developing 360º interactive story worlds in
which the user becomes part of the narrative,
guiding the story outcomes
• original content
• sponsored content
• Interactive ads/media
Marketing Benefits
• Brand
differentiation
& humanization
• Deepened,
emotional
engagement
• Empathy based
learning
• Lasting brand
impact & recall
11@RoriDuboff | Accenture 2018

12. - 2 -
LENSES & FILTERS
New dimensions & layers of
personalized brand engagement via the camera
• selfies & masks
• world animations
• product demos
12
Marketing Benefits
• Brand
differentiation
• Personalized
engagement
• Drive to
conversion &
sales
• Social sharing &
brand
amplification
@RoriDuboff | Accenture 2018

13. - 3 -
PRODUCT VISUALIZATION
Bringing virtual products to life in 3D & real
world environments
• 3D configurable models (digital twins)
• web ecommerce
• retail & showrooms
• product apps
13
Marketing Benefits
• Dimensionalize
brand & product
features
• Ease of product
consideration &
configuration
• Accelerate
pathway to
purchase
• Improve marketing
& production
efficiencies
@RoriDuboff | Accenture 2018

14. - 4 -
LOCATION-BASED EXPERIENCES
• connected packaging
• arcades & theaters
Experiential brand activations aligned to
physical spaces and geo-targeted locations
• events & conferences
• retail showrooms
• pop-ups & OOH
• mobile apps
14
Marketing Benefits
• Brand
awareness
& live sharing
• Geo-targeted
engagement
• Product
showcase &
demos
• Venue
monetization
@RoriDuboff | Accenture 2018

15. - 5 -
ENTERPRISE APPLICATIONS
Planograms
store layout &
merchandising optimization
Analytics
data visualization &
biometric tracking
Commerce
XR enabled systems
& services
@RoriDuboff | Accenture 2018
15

16. THANK YOU
@RoriDuBoff
Managing Director, Head of Content Innovation - XR
Accenture Interactive