Seventeen years ago, The Blair Witch Project revolutionized movie marketing by turning an indie horror film into a blockbuster with a low-budget viral campaign. Now, just ahead of the third installment of the franchise on Sept. 16, Lionsgate wants to conjure some of the same promotional magic with an edgy VR trailer that will immerses fans in 90 seconds of intrigue and terror. The campaign is the first to come out of Vertebrae, a VR and 360-degree video startup. With $10 million in backing, the Los Angeles-based shop is one example of a growing number of startups experimenting with new ad platforms. Brands and their agencies increasingly are testing the limits of VR and 360 mobile video ad formats on publishers' sites as audiences grow weary of banners and preroll. OmniVirt, a 9-month-old Silicon Valley VR and 360 ad and distribution platform, recently launched a 360 ad for the fast-food chain Jack in the Box on Twitch, adding to a string of campaigns powered by OmniVirt's platform. Others include 360 video campaigns for The New York Times, Vice and AOL. "One thing I'm seeing here relative to the early YouTube days is actually a lot more investment from brands, agencies and publishers," said OmniVirt co-founder Michael Rucker, who spent seven years at YouTube before starting his company. "The creative asset piece is still new, but I've actually seen every brand creating content." Meanwhile, ad-tech companies are busy developing new formats to support the VR push.... Continue reading at 'AdWeek'
[ AdWeek | 2016-09-12 00:00:00 UTC ]
When it comes to social media, it's becoming safe to say that we'll remember 2015 as the year of Snapchat. The app was already wildly popular with high school and college students, accruing 100 million daily users, but in the last several months, it's become a media and marketing force to be... Continue reading at AdWeek
[ AdWeek | 2015-09-18 00:00:00 UTC ]
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Over the past year, PC maker Lenovo has moved from making long, product-focused videos to short "snackable" videos tailored to where the buyer is in the sales cycle, and it's getting good results. In fact, video now ranks as Lenovo's No. 2 lead generator in terms of conversions to sales, right... Continue reading at Advertising Age
[ Advertising Age | 2015-08-21 00:00:00 UTC ]
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What kind of Wikia fan are you? A massive, 100,000-person survey by the popular wiki farm and audience insights company VisualDNA has classified Wikia users according to nine groups, unearthing potentially valuable consumer data for advertisers. Wikia fans are categorized as game heroes... Continue reading at AdWeek
[ AdWeek | 2014-06-23 00:00:00 UTC ]
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No one’s accusing Arkansas Food & Farm, the latest content play from the nearly 40-year-old indie outlet Arkansas Times, of not having a target audience. Rebekah Hardin, associate publisher of Food & Farm, calls the magazine a ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2014-06-17 00:00:00 UTC ]
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The social video firm Sharethrough wants to help brands run video ads that don't look like video ads. The company, which claims to be able to help advertisers get their ads viewed all over the Web through placements within editorial content rather than paid ad placements (like pre-rolls), has... Continue reading at AdWeek
[ AdWeek | 2012-09-26 00:00:00 UTC ]
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