Hope you had a relaxing Holiday Season and already started preparing for the VR challenges of the coming year. I am sure 2017 will bring more excitement in virtual reality and 360° video usage in marketing, advertising than before.
I do not watch ballet very often, but I was thrilled when I learned that the Dutch National Ballet presented Night Fall, the first Virtual Reality ballet in the world. Yes, ballet in 360-degree video!
You do not need to spend much time to find out with a little bit of googling that AR/VR is steadily going mainstream and advertisers, media agencies will need more and more quality content.
Google helped wannabe visitors of Fifth Avenue in NYC to experience the iconic holiday window displays and check them out in virtual reality. And this is really a great initiative, but wait…
and see the implementation below.
The company has partnered with more than a dozen major retailers to create Window Wonderland, a VR experience that lets anyone explore the lights and sounds of the season using Google Cardboard or Google’s own headset, Google View. The tour lets viewers zoom in on displays and even listen to audio guides from stores’ creative directors as they talk about the process of creating the magic seen by more than 5 million visitors every year.
To create the experience, Google’s Art, Copy & Code projects team took hundreds of high-resolution photos at 18 retailers like Burberry, Bloomingdale’s and Saks Fifth Avenue and stitched them together to create a “life-like panorama.”
What I do not really understand is why Google hired panoramic photographers who could only provide substandard final stitched panoramic images without a Zenith and/or Nadir patch, ie. retouch….
See details on Google’s project page here >>>
or check out our quality guidelines here >>>
Nikon ‘Life in 360’ Study Finds 90% of Americans Believe Current Content Would be Better in 360
The survey indicates some impressive stats for 360-degree content potential.
Nikon Inc., a world leader in digital imaging, has released results from the Nikon Life in 360 national survey, indicating that 90% of Americans believe content they currently watch would be better viewed in fully immersive, 360-degrees, and 92% of Americans are ready to capture and share their own personal experiences using 360 cameras. The study also revealed massive potential for growth in the 360-space, as while only 25% have used a 360-camera, and less than half (49%) are at least somewhat familiar with the technology, nearly three quarters of Americans (72%) are interested in trying out a 360 camera to help share their missions in an exciting new way.
On the heels of Nikon’s entry into the 360-degree camera market with the KeyMission 360, Nikon commissioned the Nikon Life in 360 Survey to study awareness and attitudes toward emerging 360 video technology and gain insights into what Americans want to view and capture in 360.
It’s Better in 360!
Respondents were asked what content, if any, that they currently watch would be better if shot with a 360-degree camera.
Google have launched WebVR support for the Android platform via the Chrome browser opening up this exciting platform to Android mobile VR users on Cardboard and Daydream users.
The combination of immersive and web technologies is one of the most promising and exciting prospects to arrive with VR’s most recent renaissance. The ability to deliver portable applications which automatically support any virtual reality headset is a powerful idea and the initiative is gaining good traction with experimental builds of Firefox and Chrome for desktop featuring WebVR, a set of APIs designed to power browser-based VR experiences, available for some time now.
FaceBook is excited to announce a new way to go live on Facebook: Live 360.
Live video on Facebook gives people an immediate, authentic window into what’s happening in the world right now; 360 video immerses viewers fully into the scene, letting them explore on their own and experience a new environment. We’re excited to combine these two formats with Live 360 video. Live 360 transports people into new experiences—right as they happen.
Live 360 video will be available to more Pages via the Live API in the coming months, and we look forward to rolling it out more broadly for all Pages and Profiles in 2017.
More information on the Live 360 video from National Geographic:
Over the past 80 days, seven space scientists from around the world have lived in pods simulating every aspect of life on Mars, including total isolation from humanity. As part of its global effort around MARS, National Geographic will be live on Facebook in 360 degrees as the scientists emerge from the pods. They will take you behind the scenes to explore the living quarters, see how the scientists suit up in their space suits, and take a rover out for a spin across the Martian landscape. This first Live 360 will also include a Q&A with a line-up of science experts, writers and thinkers, and will take questions from the Facebook audience.
Images provided by The Mars Society.
A comprehensive report on the state of virtual reality video usage and applications by FishBowl VR
Users see promise in both immersive VR content and virtual cinema experiences, but they need to see more from video app developers before they commit to regular usage and social referrals. These improvements either need to come in the form of new features (e.g. social viewing) or overcoming technical issues that impede the user experience. More likely both.
For 2D videos there are clear advantages to viewing in a VR environment (like having a giant screen to watch on), but also significant disadvantages, including comfort limitations inherent in wearing a headset during long viewing experience, and an inability to multitask while watching. Motion sickness was cited by several testers as the main hurdle to recommending these applications: the social cost of recommending behavior that might lead to physical unease is understandably high.
One promising sign: users may be more willing to recommend VR video in particular use cases like travel, which may be a good sign for exposure to new users through programs like the in-flight VR Entertainment offering from Qantas airlines.