Chances are your organization hasn’t even begun to think about adding virtual reality or augmented reality video to your marketing mix, but when you do, Adobe wants you to know it’s ready for you.
Today, Adobe announced that Adobe Primetime and Marketing Cloud now support ad insertion, DRM, and playback for both VR and AR environments. Since Adobe Creative Cloud got a VR update last month, this means Adobe supports VR from production to delivery. At the start, Adobe is only supporting Samsung Gear and Google Cardboard viewing, but Oculus Rift and HTC Vive support is coming soon.
Thanks to today’s Marketing Cloud announcements, brands can use Adobe Analytics to measure user experience with VR content. Adobe is focusing on two types of VR and AR experiences: virtual environments, such as cinemas, where viewers can watch traditional movie and TV content; and 360-degree immersive spaces.
Brands can monetize their VR video through sponsored playback (where the viewer gets a front row view from a broadcast and some type of sponsor branding is visible), ad insertion (using pre-roll or mid-roll videos, with Adobe Analytics recording exactly where the viewer is looking), and complex ad insertion (which replaces physical objects in a VR space). Complex ad insertion can be combined with user targeting, Adobe says, so that specific objects are inserted depending on the viewer’s history, perhaps adding a car when a viewer is in the market for one.
“One way for marketers to leverage VR environments is through the integration of 3D objects. For instance, the stadium Jumbotron at a sporting event could be replaced with ad signage,” notes Joseph Jones, principal product manager at Adobe Primetime. “Or, imagine a user is consuming content in a virtual cinema environment: In that environment is an interactive car, where the user can enter the interior and watch videos about different car features.”
Adobe Primetime supports DRM for both virtual cinema and immersive VR experiences.
Little of today’s VR is monetized, notes Campbell Foster, marketing director for Adobe Primetime, in a blog post. That creates an expectation in the viewer that could harm the industry in the long run. Brands need to step in with monetization now, before viewers expect all VR experiences to be free and without ads.