In Toyota’s case, a 10-second "cubemercial" renders within a seven-minute episode of VRtually There, allowing consumers with a VR headset or Google Cardboard, for instance, to explore the 2017 Toyota Camry from several angles within a virtual branded “cube.”
Publishers are investing in VR content, and USA Today Network is no different.
It launched Get Creative, a branded content studio focusing on interactive video and VR, in March and has since expanded the team to 410 people.
While there’s tremendous opportunity to scale the format – USA Today Network has 119 million uniques each month – Kelly Andresen, VP of branded content for Gannett and Get Creative, said it’s still early days for VR.
And while publishers are building out VR offerings, many brands haven’t figured out how it works for their respective organizations just yet.
That’s why USA Today Network views its YouTube partnership as a way to increase audience sell-in and help commercialize a new-to-market medium.
“The idea is to grow the audience ecosystem through a regular cadence of VR content and creating that return habit for consumers,” Chauls said.
Another area of consideration is how marketers measure the medium, since interactivity can’t be quantified based on traditional video metrics like completions.
“You can’t apply standard video metrics to VR and expect the same results, which frankly, some people are doing with 360-degree video,” Chauls said. “We are working with brand partners, YouTube and third parties who are thinking about metrics in this new space to help define what engagement metrics in VR really should be.”