Immersive video will be the future advertising for the event industry

By LI Kaixian and WANG Yutong

                                                   (Screenshop/Youtube)         

There are three main challenges are effecting the effectiveness and efficacy of the advertising for the event industry these years. The first one is ad-blocking technology. Based on the report of PageFair and Adobe, the growth rate of ad-blocking usage reached 41% in 2015 and caused $41.6 billion loss in online ad revenue. The second one is that advertising industry is reactive instead of proactive under the shifting from mobile to other traditional devices, which lead to the ad revenue flows into the pocket of Google and Facebook. The third one the that 60% users think the ads make them annoyed.

However, immersive video through the technology of VR and AR can solve and change all of the challenges we mention before. Based on the definition of Wikipedia, immersive videos are video recordings where a 360-degree view is shot at the same time by a collection of cameras. Under the help of VR equipment, customers are allowed to interact in a virtual environment by walking around and touch things.

By applying immersive videos in event industry, customers now can involve in the advertisement. The first benefit is that immersive videos help DMOs provide high quality videos related to their destinations, hotels and event venues. The second benefit is that when event planners are selling their events, immersive videos can provide a channel to let customers experience the version of events instead of just describing or showing photos. The third benefit for event planners is that immersive video can help record and keep the full version of the event and provide a re-selling service for customers who want to keep their experience memory of the event. What’s more, under the trend of generation change, applying immersive video service can satisfy the new customer segments. 

That's why it can be predicted that in the future, immersive video will be the new tools for the event planners to advertise their events. And compared to traditional advertisements, immersive video can improve higher customer emotional engagement and maintain longer engagement relationship.

Sources: 

http://uk.businessinsider.com/immersive-video-is-the-future-of-digital-advertising-2016-12?r=US&IR=T

https://econsultancy.com/blog/67366-three-display-advertising-issues-to-watch-in-2016/

https://en.wikipedia.org/wiki/360-degree_video