Look Around You: A 360° Video Experience
By Blair Keeley, EVP, Chief Creative Officer, West Cary Group, and Camille Blanchard, VP, Head of Innovation, West Cary Group
We had some good times, 2-D. But WCG Innovation (WCGi) is in a serious 360° video state of mind.
Don’t get us wrong. Crafting traditional video is still a robust form of advertising and proves effective in driving brand awareness, encouraging lead generation and forging online engagement. We know because we leverage the power of video on a regular basis for our clients. And now that there’s an opportunity to add greater depth to the video marketing experience, we’ve jumped in with both feet.
Once we began delving into the marketing possibilities that 360° video can bring, we couldn’t help but get a little excited. And we’re not alone. All the cool kids are doing it. Back in March, YouTube – the second-largest search engine in the world – began supporting 360° video uploads. In September, Facebook – the world’s largest social network—brought 360° video to its newsfeed. So, not just the cool kids. The cool kids that count in the marketing and tech landscape.
So you might be wondering, what’s our unique take on 360° video? We’re glad you asked. We use this technology not only to capture amazing moments in 360°, but also to tell memorable stories you’re literally in the middle of. Motivated to bring better immersive experiences to our clients and their customers, WCGi partnered with a local production company to build a custom camera rig that enhances spherical video and simplifies an otherwise challenging production and post-production process. For our clients, this means superior quality with greater efficiency.
At this point, we probably sound a little gung-ho for 360° video – and we are. Right now, 33 percent of all online activity is watching video. Gartner predicts that by the end of 2016, people will spend around an hour a day watching Internet video. All the pieces are falling into place to establish:
- An immense opportunity for brands. 360° video is a way to tell your brand story in a completely immersive way. Take your customers on a tour of your product. Give them a front-row seat. Heighten brand engagement and create a totally unique, intimate experience with your brand. You’ll craft a wow factor with powerful marketing legs – Digital Sherpa reports that 26 percent of online users hunt for more information after watching a video ad.
- Extraordinary marketing performance. Employing 360° video has been shown to enhance consumer engagement levels. Earlier this year, Coca-Cola took advantage of YouTube’s 360° ad format TrueView when it released a video celebrating the centennial anniversary of its bottle design. The campaign outperformed standard video and increased view-through rates by 36 percent.
- Boundless potential. Cisco Visual Networking Index™ predicts that global consumer Internet video traffic will be 80 percent of all consumer Internet traffic in four years. Are you ready to capitalize on those kinds of numbers?
Simply put, WCGi couldn’t afford to miss the 360° video boat. And neither can you. We’re not content to sit back with the masses and wave idly from the docks. We much prefer to lean in and steer the ship. If you’re ready to take your video marketing to the next level, we’re ready to help.