Traditionally, car-buying decisions were made on the lot. Getting a first-hand look at a vehicle’s interior or gaining a thorough understanding of its performance with a test drive were the only ways to feel comfortable laying down such a sizeable investment. Now, with 60% of car buyers entering the market unsure of which car to buy , and the vast majority of consumers going online to actively seek out information, it has become critical to dominate the online space to gain competitive advantage. Owning these automotive micro-moments, where purchasing decisions are made, means being accessible, relevant, and compelling, all of which can be achieved with 360 Mixed Reality.
This technology has three components that work together to make the most engaging video advertising in the market. A picture may be worth a thousand words, but 360 Mixed Reality is worth a million. The 360 feature allows consumers to step inside the vehicle and explore the interior with an all-encompassing view. Adding to the realism of this experience is a super high resolution 16,000 x 8,000, the highest resolution in the industry, enhancing every detail from every angle possible. Interactivity puts the user in the driver’s seat, allowing them to take the lead on what they want to see. Lastly, compatibility with virtual reality platforms and devices creates an immersive experience like no other, so that consumers feel like they’re actually sitting inside the vehicle and taking it for a test drive.
There is no denying that 360 advertising is better received versus traditional ads. Research shows that 41% of consumers prefer 360 videos because it allows them to demo a product before buying it . 90% of consumers in the U.S. market, for example, believe that content will be better in 360 video versus traditional video and 360 video is also 8x more likely to result in click-throughs versus traditional video . So, while 360 Mixed Reality can be a promotional powerhouse, its effectiveness hinges on finding the right people in the development stages.
How to Achieve Success with 360 Mixed Reality
To get the most from your production dollars, ensure you work with an agency that can create an optimal 360 Mixed Reality video. This means access to state-of-the-art studio space, and the experience to target the right consumer.
A studio shoot ensures control over lighting, something that would be impossible to achieve with the variable lighting conditions of long outdoor shoots. Studios also provide a clean environment. While cleanliness may not seem like a deciding factor in video production, outdoor dust and dirt can be highly visible on vehicle surfaces, taking away from the sleek design.
While studios can feel sterile and emotionless, any background can be added in post-production. This gives car manufacturers endless location options to choose from without physically having to go anywhere. It also makes it easier to decide on a backdrop that best compliments a vehicle’s feature and that best fits with brand guidelines.
Content Channel Strategy
Post-development, a content channel strategy is paramount to getting the maximum number of impressions for your video. There are a myriad of options at your disposal with 360 Mixed Reality, as it is compatible with desktops, mobiles, tablets, and VR headsets to better bring the video to life.
Mixed Reality is at the forefront of a technological revolution, with big players investing in both 360 and VR technology. An increasing number of platforms and devices can be leveraged when developing a channel strategy to best showcase 360 videos:
Facebook: Facebook recently entered this space With Facebook 360, making 360 Mixed Reality compatible with Facebook’s interface. Facebook users can now see a panoramic view of a car’s interior directly on their newsfeed, while compatibility with VR means that videos can be brought to life on VR headsets. All of this makes 360 Mixed Reality videos an ideal medium for advertising on Facebook.
YouTube: YouTube has also made inroads into this world by supporting 360, virtual reality content on their platform. Their app also works with VR headsets, and even more exciting, YouTube recently unveiled its newest feature, live streaming 360 video. With YouTube’s skin in the game, 360 Mixed Reality is the perfect promotional tool to target millions of consumers.
More: Outside of Cardboard, there is a wide spectrum of VR headsets, from the relatively affordable Samsung Gear, to Microsoft’s Hololens, making VR progressively attainable for the mass market.
With this technology advancing at lightning speed, 360 Mixed Reality has the opportunity to influence an increasing number of car-buyers in an innovative and impactful way.