Hear a Virtual Reality Expert Explain Why Marketers are So Excited for VR

In today’s new content era, it has become increasingly difficult for brands to meaningfully capture the attention of their audiences. With more and more emerging platforms to choose from, many brands are facing high barriers for entry, especially in new storytelling formats such as virtual reality.

The learning curves for this medium are steep, and as people discover and consume content in more places than ever before, marketers are faced with the challenge of adapting to the market while staying ahead of the trends.

Proponents of virtual reality say the brands that invest true time and resources into this technology are the ones who will come out on top, not only because they see this as a dominant trend in the next few years, but also because it’s a content experience unlike anything else.

In this video from February’s #SMWNYC conference, Rori DuBoff, a Virtual and Mixed/Augmented Reality evangelist, explains this concept further as part of Accenture Interactive’s session.

Understanding the entire VR ecosystem

In the session, “Branded Reality” hosted by Accenture Digital, Rori also discusses the eight, core categories of virtual reality content, and how marketers and creators should prepare for the next few years as the technology becomes more mainstream and also improves.

As young as the whole virtual reality ecosystem truly is, we’re already seeing some amazing things come from the space. Science teachers are praising the technology for its impact on students, VR gamers are losing weight from exercising in more fun ways, and brands are using it to tell immersive stories like never before. And these examples are barely scratching the surface.

One of the biggest VR players in the space also happens to be one of the most powerful social media platforms… Facebook. In fact, they just announced the launch of its first dedicated virtual reality app called Facebook 360. The app will act as a hub for Facebook’s most prominent 360° video and photo content. But, Facebook isn’t the only company preparing for VR’s future.

How you can get prepared (and create content) for VR

Any media or technology company, regardless of size or function, should consider virtual reality as a way of engaging users and capturing their attention. Even traditional companies such as CNN are trying to get some skin in the game, as they just announced “a new immersive journalism unit called CNNVR that will produce videos and live streams of major news events.”

Marketers can no longer use small budgets as an excuse to not create VR content too. There are several options for VR cameras that attach to your iPhone or Android mobile device, such as the Giroptic and the Samsung Gear 360. It is up to you, however, to decide which content your audience craves the most.

Further analysis and commentary from Accenture Interactive’s #SMWNYC talk

Companies are now beginning to find out their content is determining who they are as a company – @AccentureDigi #SMWBrandedReality #SMWNYC

— Elizabeth T MissNY12 (@ItsEMT) March 2, 2017

It's predicted that the AR/VR industry's revenue will eclipse TV's by 2025. #SMWNYC #SMWbrandedreality pic.twitter.com/g57eohN1Oi

— Jennifer Wallington (@JenWallington) March 2, 2017

How brands are using #VirtualReality today – @roriduboff & #patrickmillingsmith #SMWNYC #SMWBrandedReality #VR pic.twitter.com/L2EsIBCi6l

— Elizabeth T MissNY12 (@ItsEMT) March 2, 2017

Even though the tech is new with #VR, some things never change. "It always comes back to the story" – @jbpattyson #SMWNYC #SMWBrandedReality

— Scott Cocchiere (@scocchiere) March 2, 2017

"3/4 of companies surveyed say single most important driver of brand engagement today is quality content." #SMWNYC #SMWBrandedReality

— AccentureInteractive (@AccentureSocial) March 2, 2017

Education set to dwarf entertainment for best use cases of #VR. Immersion increases retention. #smwbrandedreality @jbpattyson

— David LaBar (@dlabar) March 2, 2017

.@jbpattyson "#VR allows people to witness something they wouldn't normally see." #Storytelling #SMWBrandedReality #SMWNYC

— Zoe Kahn (@zoehkahn) March 2, 2017

How do you create a story world, not a story line? Talking 360 immersive video experiences @smwnyc. #SMWBrandedReality pic.twitter.com/CkoI3HBvEC

— David LaBar (@dlabar) March 2, 2017

You have to let people breathe and experience everything, it's all about the storytelling [in #VR] – @jbpattyson, #SMWNYC #SMWBrandedReality

— Elizabeth T MissNY12 (@ItsEMT) March 2, 2017

Watch the full video of this session by signing up for our video platform, SMW Insider, which also features 100+ hours of past talks and interviews with industry experts.