Last Friday, The New York Times powered a 360° video experience on its own mobile website. By bringing content into mobile website, The New York Times was able to dramatically improve discovery of this content.
Coming out of the NewFronts this year, it was clear that publishers were going all in on Virtual Reality, but the biggest challenge for these publishers and their brand partners has continued to be distribution of that content. Everyone is talking about Virtual Reality, but to date it has been unclear how to get that content in front of audiences.
With limited VR devices on the market and prevailing technology requiring audiences to download a VR-app, this amazing content has had limited audience.
Rather than limiting consumption of this Virtual Reality content to a special app or platform, The New York Times took advantage of OmniVirt’s player and advertising technology to enable its audience to view this content across all of its properties and the rest of the web. One tap to virtual reality. No app, no headset needed.
Without having to leave The New York Times article or download a new app, readers can immediately launch a 360° video experience right within The New York Times article page. The New York Times designed the ad product to look and feel like the rest of their platform so the experience fits in naturally. This become a standard template for any 360° video that The New York Times can promote. Check out the execution here:
Now, publishers no longer need to rely on other platforms or special apps for VR and 360° video content distribution. By using their own inventory publishers can offer a premium VR ad format for their brand partners. And audiences can experience immersive content in a fast and convenient way right from the publisher’s they love.
No longer will 360° content be limited to a VR app. With our technology, any publishers can now power VR experiences across all of their platforms (desktop, mobile web, mobile app, and tablet) or its other distribution channels as well (check-out our integration with Twitter):
Nature holds the solution to many of man’s biggest challenges. Click and drag to explore this 360 video. https://t.co/h4xOMSOf5D
— T Brand Studio (@TBrandStudio) July 20, 2016