PUBLICIS MEDIA CONTENTBelinda Rowe, Mark Waugh

BRAND STORYTELLING

PERFORMANCE-LED CONTENT

Hero Content

MediaPartnerContent

Vlogger videos

LiveEventVideo

CuratedAssets

‘How To’Video

LifestyleNews

editorial

OffsiteSEOCopy

OnsiteSEOCopy

SportsContentrights

BloggerCopy

NativeSocial

Content

UtilityTools

Emailcontent

LandingPages Lead

GenContent

EVERYONE’S CREATING CONTENT: 72% OF MARKETERS WILL PRODUCE SIGNIFICANTLY MORE CONTENT THAN

THEY DID A YEAR AGO

77% of CMOs feel they are not producing the right information

for the right audience, and delivering it at the right time and correct format

““

BUT THEY’RE NOT GETTING IT RIGHT

Source: eMarketer

We create, craft and curate content that delivers a valuable experience.

PUBLICIS MEDIA CONTENT

ContentAudi&Insight MediaPartnercontent

Influencercontent

Brandcontent

Momentmarketing

Production Editorial

Dynamiccreative

SocialcontentContentROIFramework

Sports&Entertainmentcontent

SportsRightsEvaluation

Our products and services

INSIGHTS,STRATEGY&CONSULTING

CONTENTCREATIVE&PRODUCTION

CONTENTPARTNERSHIPS

PUBLISHING&DISTRIBUTION

THE TRUE SHIFTFROM STORYTELLINGTO STORY IMMERSION

UNIQUE POWER

MOBILE VR RESEARCHJUNE 2017

3

Mobile VR Research partnership

• Seven month joint learning venture between Samsung and Publicis Media.

• This partnership combined expertise and resources of both companies to:

Better understand the evolution of the VR ecosystem and User Experience

Leverage insights to provide

recommendations for creators and brands

looking to participate in VR

USER EXPERIENCE• 45 Panel Members

(Teens/Millennials) given Samsung Gear VR headset

• In-home / In context of daily life

• On-going 6 monthcommitment

USAMarket

MARKET MOMENTUM• Total sample of 6600 across 6 waves

(Census Rep)• Collected momentum metrics across

devices (awareness/interest/trial/barriers/purchase triggers)

IMPACT METRICS• 72 participants• Quantify biometric response to VR content across

genres• Measure immersive impact of VR compared with 2D

and 360 mobile formats

Methodology: 3 Elements

VR PanelMobile

Ethnography

VR Moni torOnline / Mobile Tracker

VR LabBiometricAnalysis

Samsung Gear VR, VR ONE, Fibrum, Freefly

(Android/iOS), Glyph

Research Scope

VR MONITOR

VR PANEL

VR LAB

TIER 1 TIER 2 TIER 3

Oculus Rift, HTC Vive, Sony

PlayStation VR

VR: Google Cardboard/Daydream, 360

Video: Android/iOS, Laptop/Desktop

360 VIDEO MOBILE VR TETHERED VR

What did we learn?

Source:PublicisMedia/SamsungMobileVRResearch,2016/2017

USEREXPERIENCE

MEMORIESFORTHEMAKING

HowVRboostsrecallandcreatesempathyshortcutsforBrands

DOWNTIMEISVRUPTIME

HowthemostcommoncontextformobileVRusage

isduring“downtime”

NEWBIEGROWINGPAINS

HowlearningtouseVRisequalpartsawesomeand

awkward

DISCOVERYROULETTE

HowVRusersarestumblingupontheirownapproachestocuratingnewexperiences

MOMENTUM&IMPACT

PUSHINGTHROUGHTHEHYPE

Howadoptionmetricsreflectsteadymomentum

forVR

CONTENTEXPERIENCE

RAISINGBARONSPORTS

Howexistingstandardsfor2Dlivesportscoveragewill

raisethebarforVRaudiences

NEWLENSONLIVE

HowVR’strainingaudiencestounderstandeventsinanew,hyper-personalized

way

MISSINGWATERCOOLEREFFECT

Howintoday’shighlysocializedculturenot

interactingwithothersiscounterintuitive

STORYREIGNSSUPREME

Howwell-writtenstorylineskeepaudiencescomingbackformore

FAKENEWSANTIDOTE

HowVRincreasesauthenticityandobjectivity

ofjournalisticcontent

RISKANDREWARDOFINTERACTIVITY

HowinteractivityisVR’sgreateststrengthand

weakness.

MOMENTUM& IMPACT

Memories for the making:VR boosts recall and creates empathy shortcuts for brands

• BiometrictestingquantifiedthatMobileVRcontentdrives2Xmoreemotionalengagementthanmobile2D

•MobileVRalsodrivescloseto2Xgreaterbrandrecallpowervs2Dand360mobileformats. VRdroveunpromptedbrandrecallupliftsof+76%

ExperimentinVRnowtoboostmemorymakingopportunitiesandempathyshortcutsbetweenyourbrand

andaudience.

INSIGHTSUMMARY

ACTION

Source:PublicisMedia/SamsungMobileVRResearch,2016/2017

USER EXPERIENCE

PARTY OF

Solo Experience: How in today’s highly socialized culture not interacting with others is counter intuitive

• AspeopleexperienceVRcontenttheynaturallyanticipateandhungerformomentswheretheycanshareandcomparetheirexperiencesandopinionswithothers.

• Notbeingabletosharetheirexperiencewasthe#1reasonownersgaveforhavinganegativeVRexperience.

• ButasVRiscurrentlyanichesoloactivityandtheseconversationsaren’thappening.Beingcutoffisauseropportunitycostforthismedium.

INSIGHTSUMMARY

ACTION

MakeyourVRexperiencesinclusive&social.Developeasy-to-usecontentcapturein-goggle.Use360toscalebuzz.Experimentwith

SocialVR.

Source: Publicis Media/Samsung Mobile VR Research, 2016/2017

WATERCOOLER EFFECT

Discovery roulette: How VR users are stumbling upon their own approaches to curating new experiences

• SearchingandBrowsinghabitsstillintheirinfancy

• ButasVRisstillinitsinfancy,peoplearehavingtoworkhardertocuratenewexperiencesofinterestasdiscoverypathsarestillmanualandnotyetautomated.

• Usersareoftenforcedtodeveloptheirownapproachesandshortcutstosurfacenewcontent

INSIGHTSUMMARY

ACTION

Cross-promotiononsocial/reviewsitesareintegraltoincreasethediscoverability.Tailorcontentalgorithmstousernotjust

promotedapp.

Source:Publicis Media/SamsungMobileVRResearch,2016/2017

CONTENT EXPERIENCE

GENRES

Story reigns in VR: How well-written storylines keep audiences coming back for more

• InteractivitywasthehighlightofVR’sfirstepisodicseries“GONE”–describedlikeagamewithinaTVshow.

• Addingagamingelementtothestorylinemeanthowwelluserspaidattentiondirectlyimpactedtheirabilitytosolvethemystery.

• Whileinteractivityaddedimmersiveness,itwastraditionalstorytellingthathadaudience’scomingbackformore.86%wouldlikelycomebacktowatchEp 3.

INSIGHTSUMMARY

ACTION

Toincreaserepeatviewing,focusonstorytellingfirstandthenassesshowinteractivitycandeepenunderstandingofthestoryvstechadd

on.

Source:Publicis Media/SamsungMobileVRResearch,2016/2017

TO INTERACT OR

Raising the bar on sports: High standards for 2D live sports coverage raise the bar for VR audiences

• TheRioOlympicsdemonstratedthatVRhasthepotentialtopersonalizeanddemocratizelivesportsevents.

• PeoplewereexcitedtohaveaVIPOlympicexperienceandtakepartintheactionlikeneverbefore– evenifitdidn’talwaysdeliver.

• Butthebarforliveactionsportsishigh.AudiencesexpectVRtotakeexisting2Dstandardsforlivesportstothenextlevel(e.g.ControlPOV;hapticsensors;athleteacknowledgementofaudiencepresence)

INSIGHTSUMMARY

ACTION

Deliver4Kqualityataminimum.PrioritizehowVRcanenhance2Dwithnextlevelpersonalization,immersionandinteractivityto

deliveraVIPsportsexperienceyoucan’tgetinothervideoformats.

Source: Publicis Media/Samsung Mobile VR Research, 2016/2017

3

HOW SHOULD

3

THE

vs.360 VR AR MRvs. vs.

XMAS 2017 AND 2018: THE OPTIONS EXPAND

LOS ANGELES

NEW YORK

LONDON

PUBLICIS GROUPE VR/AR CENTRE OF EXCELLENCE

A full-service virtual reality, augmented reality, mixed

reality, and immersive reality experience factory.

What is the role of VR/AR for your brand?

1. Driveyourreputationasaninnovationbrand

2. Drivedeeperassociationswithsportsandentertainment

3. Addvalueforcustomersatretaillocations

4. Useimmersiontoreallyembedyourbranddifferentiation

APOWERFULWAYTOBEATYOURCOMPETITORS

Further inspiration and help

• PublicisMediaContentSpaino VRExperienceStrategy&ProjectManagemento FullMobileVRResearchStudyo NewsletteronVR

• TILTSHIFTo OurGroupecentre ofexcellenceforinnovationandVR/ARproduction

THANKYOU