What Marketers Need to Know About 360 Video

What Marketers Need to Know About 360 Video

What's fueling consumer interest?

An interview with:
Damian Collier
Founder and CEO
Blend Media

Most consumers don’t yet own virtual reality headsets, but they're consuming more immersive content online. Damian Collier, founder and CEO of 360-degree video and virtual reality (VR) marketing agency Blend Media, spoke with eMarketer's Sean Creamer about what marketers need to know as they look to engage with consumers through 360 video—and soon, VR. Collier was interviewed as part of eMarketer’s April report, "Virtual Reality Beyond Gaming: Solving Business Problems in Industries."


From your perspective, what’s the difference between 360 video and VR?

Damian Collier:

Both are what we describe as user-controlled content, but 360 video is monoscopic rather than stereoscopic, meaning that you can experience it on mobile or social media without needing to put on a headset. You can look around but not move around.

True VR is stereoscopic—it gives you the ability to move around the scene and go forward and backward along another axis. It’s more interactive and more real, for want of a better description. But it comes with associated complexities of production and cost.

Interview conducted on February 6, 2018

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