Immersive Content Marketing (AR/VR)

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Information about Immersive Content Marketing (AR/VR)

Published on September 25, 2018

Author: roriduboff

Source: slideshare.net

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

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