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Insight

Is 360 the trend of 2016, or just a gimmick?

Maybe it’s too early to know for sure. But what we do know is it gets attention – so here’s a quick run down of everything you need to know about 360-degree video right now.

It’s not as complicated as it seems

360 camera systems record the full 360º x 180º field of view, which is then processed into a spherical video using software such as Kolor Autopano Video. It’s then ready to be experienced on an enabled device or browser. The result is immersive panoramic content that puts your viewer at the heart of the action – like this Virtual Giving Trip from TOMS.

360 can (and should) tell amazing stories

It’s easy to rely on 360 to create a cool experience for a viewer. But the best ones tell a powerful story – like this video from the MS Society. Taking a different approach to a beneficiary case study, this video follows Steve Bettis’ first – and very personal – experience of 360 video.

Consumer creation is just around the corner…

With Oculus Rift growing in popularity, YouTube, Google Chrome, Android & iOS devices now supporting the format, and the accessibility of Google Cardboard, we’re on the edge of mass 360 user generated content. Samsung even recently asked YouTuber Casey Neistat to try their new 360 camera on the red carpet at the Oscars – and where YouTubers go, their viewers are likely to follow.

… And so are live 360 videos!

YouTube will become the first major platform to offer live 360-degree video at Coachella this weekend. Neal Mohan, Chief Product Officer at YouTube, said, “What excites me most about 360-degree storytelling is that it lets us open up the world’s experiences to everyone”. With Facebook rumoured to be soon following suit, it’ll be interesting to see how brands will take advantage of the new possibilities.

Big brands believe in it

Have you seen BMW’s new campaign? It’s a mix between Top Gear and a retro ball and cup game. What’s interesting is, it doesn’t rely on the 360 gimmick to make an impact. Instead, it has a clear journey; a beginning, an end, and an action – an action perfect for it’s intended platforms and audiences. It’s gimmicky, yes, but the gimmick isn’t 360 – it’s the content. Have a go now (we got it wrong far more times than we’d like to admit!).

Intrigued? Visit our 360-degree video lab

360 degree video has the potential to create amazing experiences for your audiences, while bringing you exposure, cut-through and PR over your competitors.

But we understand that it’s new – and maybe a little daunting. That’s why we’ve set up a 360 video lab, where you can try out the best 360 content, and talk to us about how it could work for you.