On Wednesday at its AdWeek event in New York City, Circa announced an ambitious VR initiative that will have the Millennial-focused news publisher work with production company MomentumXR to create two pieces of ad-supported VR content on a weekly basis. Circa didn’t name any advertisers, but says ads will run as pre-rolls in VR or 360-degree video format. The Sinclair Broadcasting-owned publisher is also open to working with brands to create custom VR clips in the future.
What Brands Should Do
As more and more brand marketers rush into VR to capitalize on the booming popularity of the emerging medium, many fail to come up with a sustainable, long-term VR strategy that fits their brand. Instead, most of them dove into the medium with a one-off piece of VR content, distributed it across all channels regardless of behavioral differences, and just left it at that with no follow-up. To avoid this kind of rather short-sighted approach, brands need to work closely with content creators to develop VR content that truly enhances brand messaging and contributes to the campaign objectives.
If you’d like to talk more about how to develop a long-term VR strategy for your brand, please reach out to our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab. If you have yet to experience the true power of an immersive VR experience firsthand, the Lab currently has three VR headsets — an HTC Vive and two Samsung Gear VRs — ready for demos upon request.