the true shift from story telling to story immersion
TRANSCRIPT
BRAND STORYTELLING
PERFORMANCE-LED CONTENT
Hero Content
MediaPartnerContent
Vlogger videos
LiveEventVideo
CuratedAssets
‘How To’Video
LifestyleNews
editorial
OffsiteSEOCopy
OnsiteSEOCopy
SportsContentrights
BloggerCopy
NativeSocial
Content
UtilityTools
Emailcontent
LandingPages Lead
GenContent
EVERYONE’S CREATING CONTENT: 72% OF MARKETERS WILL PRODUCE SIGNIFICANTLY MORE CONTENT THAN
THEY DID A YEAR AGO
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
ContentAudi&Insight MediaPartnercontent
Influencercontent
Brandcontent
Momentmarketing
Production Editorial
Dynamiccreative
SocialcontentContentROIFramework
Sports&Entertainmentcontent
SportsRightsEvaluation
Our products and services
INSIGHTS,STRATEGY&CONSULTING
CONTENTCREATIVE&PRODUCTION
CONTENTPARTNERSHIPS
PUBLISHING&DISTRIBUTION
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
USER EXPERIENCE• 45 Panel Members
(Teens/Millennials) given Samsung Gear VR headset
• In-home / In context of daily life
• On-going 6 monthcommitment
USAMarket
MARKET MOMENTUM• Total sample of 6600 across 6 waves
(Census Rep)• Collected momentum metrics across
devices (awareness/interest/trial/barriers/purchase 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 PanelMobile
Ethnography
VR Moni torOnline / Mobile Tracker
VR LabBiometricAnalysis
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
What did we learn?
Source:PublicisMedia/SamsungMobileVRResearch,2016/2017
USEREXPERIENCE
MEMORIESFORTHEMAKING
HowVRboostsrecallandcreatesempathyshortcutsforBrands
DOWNTIMEISVRUPTIME
HowthemostcommoncontextformobileVRusage
isduring“downtime”
NEWBIEGROWINGPAINS
HowlearningtouseVRisequalpartsawesomeand
awkward
DISCOVERYROULETTE
HowVRusersarestumblingupontheirownapproachestocuratingnewexperiences
MOMENTUM&IMPACT
PUSHINGTHROUGHTHEHYPE
Howadoptionmetricsreflectsteadymomentum
forVR
CONTENTEXPERIENCE
RAISINGBARONSPORTS
Howexistingstandardsfor2Dlivesportscoveragewill
raisethebarforVRaudiences
NEWLENSONLIVE
HowVR’strainingaudiencestounderstandeventsinanew,hyper-personalized
way
MISSINGWATERCOOLEREFFECT
Howintoday’shighlysocializedculturenot
interactingwithothersiscounterintuitive
STORYREIGNSSUPREME
Howwell-writtenstorylineskeepaudiencescomingbackformore
FAKENEWSANTIDOTE
HowVRincreasesauthenticityandobjectivity
ofjournalisticcontent
RISKANDREWARDOFINTERACTIVITY
HowinteractivityisVR’sgreateststrengthand
weakness.
Memories for the making:VR boosts recall and creates empathy shortcuts for brands
• BiometrictestingquantifiedthatMobileVRcontentdrives2Xmoreemotionalengagementthanmobile2D
•MobileVRalsodrivescloseto2Xgreaterbrandrecallpowervs2Dand360mobileformats. VRdroveunpromptedbrandrecallupliftsof+76%
ExperimentinVRnowtoboostmemorymakingopportunitiesandempathyshortcutsbetweenyourbrand
andaudience.
INSIGHTSUMMARY
ACTION
Source:PublicisMedia/SamsungMobileVRResearch,2016/2017
Solo Experience: How in today’s highly socialized culture not interacting with others is counter intuitive
• AspeopleexperienceVRcontenttheynaturallyanticipateandhungerformomentswheretheycanshareandcomparetheirexperiencesandopinionswithothers.
• Notbeingabletosharetheirexperiencewasthe#1reasonownersgaveforhavinganegativeVRexperience.
• ButasVRiscurrentlyanichesoloactivityandtheseconversationsaren’thappening.Beingcutoffisauseropportunitycostforthismedium.
INSIGHTSUMMARY
ACTION
MakeyourVRexperiencesinclusive&social.Developeasy-to-usecontentcapturein-goggle.Use360toscalebuzz.Experimentwith
SocialVR.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
Discovery roulette: How VR users are stumbling upon their own approaches to curating new experiences
• SearchingandBrowsinghabitsstillintheirinfancy
• ButasVRisstillinitsinfancy,peoplearehavingtoworkhardertocuratenewexperiencesofinterestasdiscoverypathsarestillmanualandnotyetautomated.
• Usersareoftenforcedtodeveloptheirownapproachesandshortcutstosurfacenewcontent
INSIGHTSUMMARY
ACTION
Cross-promotiononsocial/reviewsitesareintegraltoincreasethediscoverability.Tailorcontentalgorithmstousernotjust
promotedapp.
Source:Publicis Media/SamsungMobileVRResearch,2016/2017
Story reigns in VR: How well-written storylines keep audiences coming back for more
• InteractivitywasthehighlightofVR’sfirstepisodicseries“GONE”–describedlikeagamewithinaTVshow.
• Addingagamingelementtothestorylinemeanthowwelluserspaidattentiondirectlyimpactedtheirabilitytosolvethemystery.
• Whileinteractivityaddedimmersiveness,itwastraditionalstorytellingthathadaudience’scomingbackformore.86%wouldlikelycomebacktowatchEp 3.
INSIGHTSUMMARY
ACTION
Toincreaserepeatviewing,focusonstorytellingfirstandthenassesshowinteractivitycandeepenunderstandingofthestoryvstechadd
on.
Source:Publicis Media/SamsungMobileVRResearch,2016/2017
Raising the bar on sports: High standards for 2D live sports coverage raise the bar for VR audiences
• TheRioOlympicsdemonstratedthatVRhasthepotentialtopersonalizeanddemocratizelivesportsevents.
• PeoplewereexcitedtohaveaVIPOlympicexperienceandtakepartintheactionlikeneverbefore– evenifitdidn’talwaysdeliver.
• Butthebarforliveactionsportsishigh.AudiencesexpectVRtotakeexisting2Dstandardsforlivesportstothenextlevel(e.g.ControlPOV;hapticsensors;athleteacknowledgementofaudiencepresence)
INSIGHTSUMMARY
ACTION
Deliver4Kqualityataminimum.PrioritizehowVRcanenhance2Dwithnextlevelpersonalization,immersionandinteractivityto
deliveraVIPsportsexperienceyoucan’tgetinothervideoformats.
Source: Publicis Media/Samsung Mobile VR Research, 2016/2017
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.
What is the role of VR/AR for your brand?
1. Driveyourreputationasaninnovationbrand
2. Drivedeeperassociationswithsportsandentertainment
3. Addvalueforcustomersatretaillocations
4. Useimmersiontoreallyembedyourbranddifferentiation
APOWERFULWAYTOBEATYOURCOMPETITORS
Further inspiration and help
• PublicisMediaContentSpaino VRExperienceStrategy&ProjectManagemento FullMobileVRResearchStudyo NewsletteronVR
• TILTSHIFTo OurGroupecentre ofexcellenceforinnovationandVR/ARproduction