This document discusses the findings from a 7-month joint research partnership between Samsung and Publicis Media to better understand the evolving virtual reality (VR) ecosystem and user experience. Key findings include that VR content drives stronger emotional engagement and brand recall than 2D formats, but that the lack of a social element and difficulty discovering new content are challenges. Storytelling is important for keeping audiences engaged with VR content. Standards for live sports coverage in 2D set a high bar for VR. The document promotes Publicis Media's VR/AR services and recommends brands use immersive technologies to strengthen differentiation and associations with sports and entertainment.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live VideoStarmark
Marketing-on-the-go!
From geo-fencing to beacons, location based marketing technologies are hot this year!
With the proliferation of mobile devices in today’s market, there is tremendous potential to leverage this emerging technology. To help you navigate through the geofences and beacons, we invite you to join us for an innovative webinar that explores geolocation-based marketing technologies and how to best harness the benefits they offer.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Some of campaigns were created by Havas Sports & Entertainment Russia, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Ivan Sisnyov and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
CONTACT INFO
Ivan Sisnyov
Executive Director
CONTACT EMAIL ivan.sisnyov@havas-se.ru
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Location Based Marketing: Geofence, Beacon, Smart Posters, FanWise & Live VideoStarmark
Marketing-on-the-go!
From geo-fencing to beacons, location based marketing technologies are hot this year!
With the proliferation of mobile devices in today’s market, there is tremendous potential to leverage this emerging technology. To help you navigate through the geofences and beacons, we invite you to join us for an innovative webinar that explores geolocation-based marketing technologies and how to best harness the benefits they offer.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Some of campaigns were created by Havas Sports & Entertainment Russia, or agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Ivan Sisnyov and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
CONTACT INFO
Ivan Sisnyov
Executive Director
CONTACT EMAIL ivan.sisnyov@havas-se.ru
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
The Menu - What's On The Table for the Next 12-18 MonthsThe Media Kitchen
Each year, we release The Menu, a thought piece about the next 12-18 months in the marketing and advertising world. We highlight trends and insights as well, as, a few companies we feel are doing really interesting things.
Get ready to move quickly through 7 different tables, where you’ll get to meet and learn about a handful of digital advertising tactics:
Contextual advertising
Lookalike advertising
CRM targeting
Search engine marketing (SEM)
Retargeting
Social media advertising
Content Distribution
We’ll move through each 6-minute round quickly and cover the benefits, uses and available platforms.
If you’ve never experimented with online advertising or you’re a pro, this is your chance to learn it all or learn a few things in just under an hour.
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Is your marketing strategy ready for 2020? Stay ahead of the curve by learning about the biggest social media trends that will change the way marketers think about life beyond likes, authenticity, and online reputation management next year.
During the webinar, you’ll learn about:
- The social media trends to watch throughout 2020
- The changes to expect from major social networks
- The way brands are already winning with these trends
Marketing ROI is the practice of attributing revenue growth to the impact of your marketing initiatives.
Practically, marketing ROI is used to justify the budget allocation for ongoing and future initiatives.
So it’s important to know how to calculate the ROI accurately.
Especially for activities that do not directly provide the metrics of calculation.
This guide teaches you the basics of calculating Marketing ROI in simple terms.
Social Media as a Force Multiplier for the Travel IndustryMarc Lefton
This is a modified version of the keynote presentation I gave at the ATCA travel conference in Aruba, 4/2011. Includes more bullet points on visual slides and I removed case studies which need explanation.
An Event Marketer's Guide to 2017's Biggest TrendsagencyEA
To help navigate this environment, agencyEA leveraged the collective knowledge of our cross-functional team, along with insights spanning B2B and B2C, to explore the emerging trends and cutting-edge strategies influencing the brand experience industry. From personalized activations to shareable content to immersive technology, we’re sharing our predictions and the ways marketers can use these trends to meet their most challenging goals in the year ahead.
Social Media & Digital Marketing: What You Need to Know to Stay Ahead of You...Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
The Menu - What's On The Table for the Next 12-18 MonthsThe Media Kitchen
Each year, we release The Menu, a thought piece about the next 12-18 months in the marketing and advertising world. We highlight trends and insights as well, as, a few companies we feel are doing really interesting things.
Get ready to move quickly through 7 different tables, where you’ll get to meet and learn about a handful of digital advertising tactics:
Contextual advertising
Lookalike advertising
CRM targeting
Search engine marketing (SEM)
Retargeting
Social media advertising
Content Distribution
We’ll move through each 6-minute round quickly and cover the benefits, uses and available platforms.
If you’ve never experimented with online advertising or you’re a pro, this is your chance to learn it all or learn a few things in just under an hour.
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
Big things are happening in programmatic.
We’ll share actionable insights to drive business results in 2021, while exploring the potential impact of each trend over the next decade. Sign up and uncover strategies to address key trends like:
- Cookieless World: The future of identity & audiences
- Video: Learn why a fragmented video landscape needs integration
- AI: Humans are advancing AI into unique and creative use-cases
- Ecommerce: All brands are now ecommerce brands, what does that mean for marketers?
- Gaming: Already bigger than the Super Bowl! Never been a better time to get in the game
- Creative: Creative meets digital for hyper-targeted, customization at scale
- Omnichannel Activations: Consumers are everywhere, are you?
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Is your marketing strategy ready for 2020? Stay ahead of the curve by learning about the biggest social media trends that will change the way marketers think about life beyond likes, authenticity, and online reputation management next year.
During the webinar, you’ll learn about:
- The social media trends to watch throughout 2020
- The changes to expect from major social networks
- The way brands are already winning with these trends
Marketing ROI is the practice of attributing revenue growth to the impact of your marketing initiatives.
Practically, marketing ROI is used to justify the budget allocation for ongoing and future initiatives.
So it’s important to know how to calculate the ROI accurately.
Especially for activities that do not directly provide the metrics of calculation.
This guide teaches you the basics of calculating Marketing ROI in simple terms.
Social Media as a Force Multiplier for the Travel IndustryMarc Lefton
This is a modified version of the keynote presentation I gave at the ATCA travel conference in Aruba, 4/2011. Includes more bullet points on visual slides and I removed case studies which need explanation.
An Event Marketer's Guide to 2017's Biggest TrendsagencyEA
To help navigate this environment, agencyEA leveraged the collective knowledge of our cross-functional team, along with insights spanning B2B and B2C, to explore the emerging trends and cutting-edge strategies influencing the brand experience industry. From personalized activations to shareable content to immersive technology, we’re sharing our predictions and the ways marketers can use these trends to meet their most challenging goals in the year ahead.
Social Media & Digital Marketing: What You Need to Know to Stay Ahead of You...Erica Campbell Byrum
With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive.
Uploaded here for the students in my digital communications and online PR workshops
Original document here http://www.mindshareworld.com/sites/default/files/Mindshare%20Trends%202017.pdf
You don’t have to be a gaming company to develop VR/360 content for brands and business. Vote for this SXSW workshop and get the scoping and technical knowledge to start creating content and compete in the exploding VR/360 space.
Virtual Reality (VR) & Augmented Reality (AR): Are You Ready?SilverTech
This on-demand webinar will help your organization prepare for a very near future in which virtual reality (VR) and augmented reality (AR) will change the way we consume and interact with content.
eMarketer Webinar: Immersive Media—A New Frontier Powered by Virtual and Augm...eMarketer
The first stage of consumer-ready virtual reality (VR) and augmented reality (AR) technologies are coming to market throughout 2016, giving brands and publishers a new, immersive medium through which they can engage audiences in compelling ways. Topics in this webinar include: The current landscape of VR and AR technologies and how they map with specific near-term marketing and advertising opportunities; Consumer attitudes about using immersive media, as well estimates of current and future adoption; Key technological, creative and distribution challenges that need to be considered when leveraging immersive media; The long-term potential of using VR and AR for marketing and advertising experiences that go well beyond 360-degree video.
Similar to The true shift from story telling to story immersion (20)
3. 77% of CMOs feel
they are not producing the right information
for the right audience, and delivering it at
the right time and correct format
“
“
BUT THEY’RE NOT GETTING IT RIGHT
Source: eMarketer
4. We create, craft and curate content that delivers a
valuable experience.
PUBLICIS MEDIA CONTENT
10. 3
Mobile VR Research partnership
• Seven month joint learning venture between Samsung and Publicis Media.
• This partnership combined expertise and resources of both companies to:
Better understand
the evolution of the
VR ecosystem and
User Experience
Leverage
insights to provide
recommendations for
creators and brands
looking to participate
in VR
11. USER EXPERIENCE
• 45 Panel Members
(Teens/Millennials) given
Samsung Gear VR headset
• In-home / In context of
daily life
• On-going 6 month
commitment
USA
Market
MARKET MOMENTUM
• Total sample of 6600 across 6 waves
(Census Rep)
• Collected momentum metrics across
devices
(awareness/interest/trial/barriers/purch
ase triggers)
IMPACT METRICS
• 72 participants
• Quantify biometric response to VR content across
genres
• Measure immersive impact of VR compared with 2D
and 360 mobile formats
Methodology: 3 Elements
VR Panel
Mobile
Ethnography
VR Monitor
Online /
Mobile
Tracker
VR Lab
Biometric
Analysis
12. Samsung Gear VR, VR ONE,
Fibrum, Freefly
(Android/iOS), Glyph
Research Scope
VR MONITOR
VR PANEL
VR LAB
TIER 1 TIER 2 TIER 3
Oculus Rift, HTC
Vive, Sony
PlayStation VR
VR: Google
Cardboard/Daydream, 360
Video: Android/iOS,
Laptop/Desktop
360 VIDEO MOBILE VR TETHERED VR
13. What did we learn?
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
USEREXPERIENCE
MEMORIES FOR
THE MAKING
How VR boosts recall
and creates empathy
shortcuts for Brands
DOWNTIME
IS VR UPTIME
How the most common
context for mobile VR usage
is during “down time”
NEWBIE GROWING
PAINS
How learning to use VR is
equal parts awesome and
awkward
DISCOVERY
ROULETTE
How VR users are stumbling
upon their own approaches
to curating new experiences
MOMENTUM & IMPACT
PUSHING THROUGH
THE HYPE
How adoption metrics
reflect steady momentum
for VR
CONTENT EXPERIENCE
RAISING BAR
ON SPORTS
How existing standards for
2D live sports coverage will
raise the bar for VR
audiences
NEW LENS
ON LIVE
How VR’s training audiences
to understand events in a
new, hyper-personalized
way
MISSING WATERCOOLER
EFFECT
How in today’s highly
socialized culture not
interacting with others is
counterintuitive
STORY REIGNS
SUPREME
How well-written
storylines keep audiences
coming back for more
FAKE NEWS
ANTIDOTE
How VR increases
authenticity and objectivity
of journalistic content
RISK AND REWARD
OF INTERACTIVITY
How interactivity is VR’s
greatest strength and
weakness.
15. Memories for the making:
VR boosts recall and creates empathy shortcuts for brands
• Biometric testing quantified that Mobile VR
content drives 2X more emotional engagement
than mobile 2D
• Mobile VR also drives close to 2X greater brand
recall power vs 2D and 360 mobile formats. VR
drove unprompted brand recall uplifts of +76%
Experiment in VR now to boost memory making
opportunities and empathy shortcuts between your brand
and audience.
INSIGHTSUMMARY
ACTION
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
18. Solo Experience: How in today’s highly socialized culture not
interacting with others is counter intuitive
• As people experience VR content they naturally anticipate and
hunger for moments where they can share and compare their
experiences and opinions with others.
• Not being able to share their experience was the #1 reason owners
gave for having a negative VR experience.
• But as VR is currently a niche solo activity and these conversations
aren’t happening. Being cut off is a user opportunity cost for this
medium.
INSIGHTSUMMARY
ACTION
Make your VR experiences inclusive & social. Develop easy-to-use
content capture in-goggle. Use 360 to scale buzz. Experiment with
Social VR.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
20. Discovery roulette: How VR users are stumbling upon their
own approaches to curating new experiences
• Searching and Browsing habits still in their infancy
• But as VR is still in its infancy, people are having to work harder to
curate new experiences of interest as discovery paths are still
manual and not yet automated.
• Users are often forced to develop their own approaches and
shortcuts to surface new content
INSIGHTSUMMARY
ACTION
Cross-promotion on social/review sites are integral to increase
the discoverability. Tailor content algorithms to user not just
promoted app.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
23. Story reigns in VR: How well-written storylines keep
audiences coming back for more
• Interactivity was the highlight of VR’s first episodic series “GONE” –
described like a game within a TV show.
• Adding a gaming element to the storyline meant how well users
paid attention directly impacted their ability to solve the mystery.
• While interactivity added immersiveness, it was traditional
storytelling that had audience’s coming back for more. 86% would
likely come back to watch Ep 3.
INSIGHTSUMMARY
ACTION
To increase repeat viewing, focus on storytelling first and then assess
how interactivity can deepen understanding of the story vs tech add
on.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
25. Raising the bar on sports: High standards for 2D live sports
coverage raise the bar for VR audiences
• The Rio Olympics demonstrated that VR has the potential to
personalize and democratize live sports events.
• People were excited to have a VIP Olympic experience and take part
in the action like never before – even if it didn’t always deliver.
• But the bar for live action sports is high. Audiences expect VR to
take existing 2D standards for live sports to the next level (e.g.
Control POV; haptic sensors; athlete acknowledgement of audience
presence)
INSIGHTSUMMARY
ACTION
Deliver 4K quality at a minimum. Prioritize how VR can enhance
2D with next level personalization, immersion and interactivity to
deliver a VIP sports experience you can’t get in other video
formats.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
30. vs.360 VR AR MRvs. vs.
XMAS 2017 AND 2018: THE OPTIONS EXPAND
31. LOS ANGELES
NEW YORK
LONDON
PUBLICIS GROUPE VR/AR CENTRE OF EXCELLENCE
A full-service virtual reality,
augmented reality, mixed
reality, and immersive reality
experience factory.
32. What is the role of VR/AR for your brand?
1. Drive your reputation as an innovation brand
2. Drive deeper associations with sports and entertainment
3. Add value for customers at retail locations
4. Use immersion to really embed your brand differentiation
A POWERFUL WAY TO BEAT YOUR COMPETITORS
33. Further inspiration and help
• Publicis Media Content Spain
o VR Experience Strategy & Project Management
o Full Mobile VR Research Study
o Newsletter on VR
• TILTSHIFT
o Our Groupe centre of excellence for innovation and VR/AR production