Brands turn to VR and 360 video to boost conversation rates
Brands and agencies are increasingly turning to virtual reality and 360 video formats on publishers' sites to capture the attention of audiences grown weary of banners and preroll ads. Such campaigns are reportedly more effective and achieving greater viewing times than traditional display ads, with Antony Yiu, head of digital for MEC media agency North Asia, suggesting these formats have gained higher conversion rates than video on YouTube and Facebook.
Seventeen years ago, The Blair Witch Project revolutionized movie marketing by turning an indie horror film into a blockbuster with a low-budget viral campaign. Now, just ahead of the third installment of the franchise on Sept. 16, Lionsgate wants to conjure some of the same promotional magic with an edgy VR trailer that will immerses fans in 90 seconds of intrigue and terror.