Earlier this week, Marcus Wohlsen published a post on Wired which examined the possibilities of virtual reality and the implications the technology could have on the next generation. Wohlsen's post was inspired by Google's recent experiment in which they partnered with The New York Times to give out more than a million Google Cardboard headsets to Times subscribers for free, accompanying the print publication. Wohlsen praised this move, noting that his Facebook feed 'filled up with pictures of friends' kids clutching cardboard boxes to their faces'. This was, in Wohlsen's estimation, exactly Google's intention - raising the bar of expectation for the next generation of video consumers:
"...Google Cardboard is just good enough to imprint a new paradigm on a nation of 8-year-olds. From now on, kids who've had the VR experience have a new set of expectations of what it should mean to interact with a computer. Imagine what they'll expect by the time they're 18."
And of course, Wohlsen's totally right - the possibilities of virtual reality are amazing, the opportunities kids of the next generation will have to travel to new worlds and see impossible sights, all from the comfort of their classroom, are amazing. And they're not as distant as they may seem.
This was underlined again today with Facebook announcing a range of updates to their 360 degree video offerings, including iOS support, new resources for creators and, importantly, 360 degree video as an advertising format. The transformative future of video content is here, and we're about to see the next evolution of communications via this format.
360 Degree Support
First off, Facebook notes that since the introduction of support for 360 videos back in September, there have been "thousands of unique and exciting 360 videos" uploaded to Facebook. Most people (me included) would be unaware that so many 360 videos were already in circulation on the platform - Facebook highlights examples from ABC News, Apple Daily (Taiwan), BuzzFeed, FOX's Scream Queens and GoPro, who are among the various publishers already utilizing this new option.
To facilitate the increased demand for 360 video, Facebook's announced support for iOS devices, in addition to Android, giving more people access to such content.
"Additionally, people using a Samsung Gear VR and supported Samsung smartphone can easily play 360 videos from News Feed in their Gear VR, enabling a more immersive viewing experience."
In addition to increased capacity and support, Facebook has launched a new 360 video microsite, which will include upload guidelines, common questions and best practices, along with examples of 360 video content highlighting how the option can be used.
Facebook's also brought in new video control settings for Pages looking to upload 360 video on Facebook, giving Page owners the ability to edit the initial camera position and vertical field of view before uploading their content.
Brand Immersion
But the most significant update in today's announcement, added to the end of the official post, is that Facebook is starting to test 360 video as an advertising format.
"...AT&T, Corona (AB InBev), Nescafe (Nestle), Ritz (Mondelez), Samsung, and Walt Disney World (Walt Disney Parks and Resorts) are all running 360 video ads, and we'll continue to test this format with additional advertisers."
The move makes sense, brands will be very keen to get on board the 360 video trend, and who better to do it with than Facebook, with the largest reach capacity of any platform in the world. And given the massive popularity of video content on the platform - Facebook announced last week that they're now serving more than 8 billion video views per day - it makes sense that this is where advertisers will want to be. This is particularly relevant when you consider the hype and novelty that will surround 360 videos in the early stages.
There is, of course, a concern that going so early with commercialization of the offering could make it less appealing - normally you see the platforms give new options time to breathe and gain audience traction before integrating ads - but the production requirements of producing 360 video content will likely weed out any low quality, overly commercial content either way. In this respect, it makes sense for Facebook to move on monetization quickly, giving more incentive for brands to try out the new option and gain traction while people are keen to experience the new functionality.
The new world of virtual reality is moving closer and closer every day, and Facebook's 360 videos are a big step in that direction. Pretty soon, immersive experience will be a major part of our media consumption - it may not seem like it's that close, like we'll all soon be wearing VR helmets and interacting with content in a whole new way. But it is, it's progressing quickly. Facebook's giving brands the opportunity to get in on the ground floor and meet audiences at the peak of their attentions. It'll be interesting to see how marketers seize the opportunity.