‘va6r20%8 Virtual realty and augmented really ae the fulurs of digital advertising — Quartz
QUARTZ
AD-VR-TISING
VR and AR will be the death of
pop-up ads and pre-roll videos
Jesse Damiani September 28, 2017
@ I can see the future—and it's not playing on pre-roll. (AP Photo/John Locher)
Ever met somebody who professed an abiding love for pop-up ads? What about
autoplay videos—the ones squirreled away in some undiscoverable corner of a
website, singing jiggles at you while you scamper to find the pause button?
Yeah, me neither.
We live in times of great division, but when it comes to modern marketing
techniques, we have no trouble finding consensus: They’re intrusive, creepy,
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manipulative, and misleading. And advertisers know it. Banner ads, modals,
prevideos, and scroll-throughs drive us up a wall—and our frustration is costing
them billions each year. They’ve witnessed the persistent rise of ad blockers with
dread (up 30% in 2016 alone, following similar rates year-over-year since 2014),
and if the 36% drop in morale among ad-industry professionals in 2016 is any
indication, they’re arguably more upset with the situation than the rest of us.
So you may be pleased to hear that those strategies won’t survive the next
decade: This non-sponsored message is brought to you by virtual reality (VR) and
augmented reality (AR).
Digital advertising is dying
Online advertising’s death has been a long time coming. According to Arnaud
Dazin, CEO of San Francisco-based ADVR, a pioneer in the immersive
advertising landscape, VR and AR are just the nails in the coffin.
“We've all seen the downward spiral in mobile and web advertising, where
advertisers vie to pay as little as possible and reach the largest audience,” Dazin
says. “Quality continues to suffer as campaigns driven by the barest metrics,
such as clicks, partake in a race to the bottom.”
This model specifically repels the advertisees most brands want to reach:
Generation Y (millennials) and Generation Z, who comprise 46.4% of the total
US market. The two generations exhibit different traits, but both value
community, conversation, and authenticity. They hate being spoken down to and
not being given a voice. Having grown up with an ever-increasing array of media
channels, they especially hate undeserved impositions on their time and
attention. A recent study titled “74% of digital natives tired of brands shouting
at them” found that a majority of 16- to 39-year-olds stop using social networks
where they feel like they’re just targets for advertising.
“They want it to be a conversation, they want to engage,” Rob Tarkoff, president
and CEO of Lithium Technologies (who sponsored the study), told SFGate. “It
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has to be a two-way interaction if brands want to succeed. It can’t be one way
any longer.”
The experience economy
One strategy is finding success with consumers: experiential marketing, which
positions audience members as active participants. Refinery29’s “29Rooms”
event in Los Angeles, for instance, is a recurring “interactive funhouse of style,
culture, and technology.” There’s no product for sale. Instead, the point is to
facilitate a fun night out with friends that in turn encourages engagement with
Refinery29. This year’s “Turn It Into Art” edition yielded positive brand
association across social media to boot.
An Inside Look at Refinery29's 29Rooms
This approach checks all the boxes for success, particularly among the under-40
crowd: It’s shareable, participatory, and rooted in strong creative. It’s not just a
subset of modern marketing—it’s the symbol of a fundamental shift in consumer
psychology. So why don’t we see more of these campaigns popping up all over
the place?
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Julie Shumaker is VP of advertiser solutions at Unity Technologies, whose
flagship game engine has been used to create more than two thirds of all
immersive content on the planet. She explains that it’s a matter of scale: What
makes experiential campaigns special also hampers their reach.
“What historically has been meant by ‘experiential’ were these very low-reach,
high-immersive experiences,” Shumaker says. “On a per-user basis, those have
historically been some of the most powerful ad experiences; however, they have
no efficiency, no scalability.”
But that’s about to change. While immersive advertising has traditionally taken
place offline—at launch events, in stores, and on the streets—new technologies
have created a digital infrastructure that can place experiential marketing
campaigns on our screens. “In digital form, this experiential marketing is
deliverable at-scale, exactly as designed,” Dazin says. “If traditional
programmatic advertising is moneyball, interactive immersive advertising is the
Home Run Derby.”
Mobile goes immersive
Given the ubiquity of smartphones, one of the biggest ways we’ll see digital
advertising revolutionize is through the augmented-reality capabilities of our
phones. This is especially true given this year’s major AR developments from
Facebook, Google, Apple and Snapchat. “AR represents the most addressable
audience of any emerging platform that’s started out of the gate,” Shumaker
says. “It’s really a game-changer in the consumer’s opportunity to engage in
their real environment with the product or service.”
IKEA’s ARKit app is an example of how this convergence will fundamentally
change the interaction between consumers, brands, and media platforms.
Customers can “try out” virtual furniture in their homes through placing them
in rooms (or any public space) via their phone or tablet, and if they like how it
complements the space, order on the spot. “It’s unimaginable how different this
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is—that you can actually see the piece of furniture in your house before you buy
it, that you can engage with items and interact,” Shumaker says.
@etscott
Excuse me, I'm just laying out IKEA furniture on a subway
platform #ARKit #iphone8plus
10:31 PM - Sep 19, 2017
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Campaigns like “Star Wars: Find the Force II” and “The Walking Dead
Encounter” show how studios can use VR and AR to broaden the universes
they've created and engage their brand community. Star Wars sent fans to
special locations to “find” digital characters from The Last Jedi, complete with
Star Destroyers looming high over global landmarks like the Golden Gate Bridge.
The Walking Dead’s experience lets you collect AR zombies to create scenes with
them directly from your phone. To maximize engagement, fans were further
encouraged to “flesh out” their collections by tuning into The Walking Dead and
waiting for select Mountain Dew TV spots that functioned as triggers to unlock
exclusive zombies. Efforts like these offer users standalone, valuable experiences
in hopes that it invites an ongoing relationship rather than trying to force the
conversation.
Over the past two years, this insight has been key to Unity, the world’s leading
independent ad platform in the mobile sector. It took the leap into the
immersive advertising space earlier this year by announcing its “Virtual Room,”
a mini-app that lets developers integrate advertising content directly into their
game or experience. For its pilot project, it partnered with Lionsgate to create a
VR integration for Jigsaw, the latest installment of the Saw franchise. The
experience lets players interact with objects and figure out how to save
themselves from an untimely death, drawing them into the world of the film by
making them participants in the story.
“What we’ve been really trying to play with is doubling down on the things that
can be entertainment,” says Agatha Bochenek, Unity’s head of VR/AR and mobile
ad sales. “So, Jigsaw being a great example—it’s [not just] an ad: It’s a piece of
entertainment in-and-of itself. The ad shouldn’t be boring. It shouldn’t just
throw, ‘Buy Tickets’ in your face the whole time; it should make you feel what
the movie feels like.”
When consumers are happy, advertisers make money
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Through immersive media, brands can offer mass experiences that invite
participation in a way that minimizes intrusion. Advertisers will earn an
audience’s trust by demonstrating an understanding of how to communicate
with them—and that attention is a commodity to be earned, not taken.
In the landscape that emerges, it won’t be uncommon for an “advertisement” to
genuinely delight you more than traditional creative media. Just enter the
matrix to find out more.
You can follow Jesse on Twitter. Learn how to write for Quartz Ideas. We welcome
your comments at ideas@qz.com
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