Future of Media video: Virtual Reality
Mumbrella asked 10 Australian media and marketing industry professionals to share their thoughts on several topics. In the fifth video in this series, we look at how VR tech will continue to transform the industry.
The rise of virtual reality technology is already delivering significant change within the media and marketing industries.
In this short video, leading figures in the field discuss how the technology will continue to impact consumer experience and industry practices.
Industry leaders polled: Nicole Sheffield, CEO, NewsLifeMedia; Suzie Shaw, MD, We Are Social; Matt Gain, head, Audible Australia and New Zealand; Al Crawford, executive planning director, Clemenger BBDO; Ava Lawler, CEO, Weber Shandwick; Matt Kendall, head of strategy, One Green Bean; Clive Dickens, CDO Seven West Media; Matt Tindale, director, marketing solutions AU & NZ, LinkedIn; James Wright, group COO, Havas Worldwide Australia; and Kim Williams, media executive.
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There’s a huge disparity in the understanding of the difference between VR and 360 videos, and many of the comments above only muddy the waters. Most of what people have seen today and are talking about this is 360 video. Watching the NBA on a headset with your mobile phone stuck on the front is still just 360 video. Sure it’s more immersive, but it’s still directed or curated. As an audience or fan, there is an incremental improvement in immersion solely from the fact it’s a 360 and even 3D image, but it’s still passive and inert.
By its definition, virtual reality is “virtual” in nature, it’s a designed environment. That’s why I think we’ll see the most exciting VR experiences coming from the gaming space in the short term.
VR in a storytelling space is going to be a harder nut to crack. We are at the very beginning of content production storytelling in 360, VR and AR that will require a new skill set – even the big players like Disney and Pixar are at early days of learning. Storytelling in the VR space only reaches its potential when those who call themselves “storytellers” realise that they are no longer in control of the narrative, and the storyline will be dictated by the participant.
However, AR/VR as a new platform and device category will have the same impact the smartphone had on the way we communicate. And if you don’t think it’s already here – have a look at Sony VR sales this Christmas. Novelty? Yeah, they said that about the telephone.
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