Virtual reality still has much runway to travel before it lands a permanent spot on the media plan. It’s niche. But for brands like Cathay Pacific, VR content is just the ticket to engage consumers in a new and unexpected way, said Robecta Ma, VP of marketing for the Americas at the Hong Kong–based airline. […]
It’s still unclear how 360-degree video or virtual reality will affect media and advertising long-term since many brands and networks are still in the experimental stage. But CNN and Volvo hope to up the ante during next Monday’s solar eclipse. The news broadcaster and automaker collaborated on four pieces of branded content that will live-stream […]
Everyone needs bleach. That’s why brands like Clorox have a lot of repeat buyers. The question is: How do you build support for a social cause when you’re selling bleach? Clorox already does a lot of TV and pre-roll advertising, but this week it tested its first 360-degree educational video focusing on 18-34-year-olds. The socially […]
Virtual reality is in its infancy, but USA Today Network thinks growing brand interest in 360-degree video will lead to greater VR adoption. The publisher network, which includes USA Today and 109 other Gannett-owned local media properties, on Thursday rolled out a weekly VR news series called “VRtually There.” YouTube has exclusive distribution rights to […]
Like many companies, outdoor lifestyle brand Columbia Sportswear was no stranger to using 15- and 30-second YouTube videos as a complement to TV. Because consumers weren’t necessarily going to YouTube for “conversion-based” content like product reviews, Columbia experimented with 360-degree video to make its content more immersive. Columbia sent its production crew out with US […]
