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雷达卡
by Henry Stuart (Author)
About the Author
Henry Stuart is founder and CEO of VISUALISE, one of the world's premier virtual reality studios. He has provided VR coverage for major events including the Royal Wedding and London Olympics, and for brands such as Google, the Economist, Audi, Mercedes F1, FT, the BBC, O2, The Times, Adidas and Ray-Ban. He is a regular speaker at events and has been published in the Telegraph, the Independent, BBC Online, The Drum, the Guardian, FT and Forbes.
About this book
If a picture is worth a thousand words, then virtual reality (VR) is priceless. This new medium is booming - by 2025, the industry is expected to become bigger than TV. Virtual Reality Marketing is a comprehensive exploration of all things VR, providing readers with everything they need to know about the current VR landscape, and the unprecedented opportunity it offers brands to create unique emotional connections with consumers.
A truly comprehensive guide, Virtual Reality Marketing covers all aspects of the industry, including interactive and passive VR, 360 video, social VR marketing, and the role that influencers and bloggers are set to play in its development. It also looks to the future - exploring how VR is evolving and the changes it will undergo in the future. Virtual Reality Marketing is the only complete guide to VR marketing available, written by a recognized industry expert who has facilitated VR coverage for major international brands including Facebook, Audi, Google and Mercedes F1. Packed with fascinating case studies, tips and strategies, this text is the leading resource for any reader looking to incorporate VR in their own marketing campaigns.
Contents
An introduction to virtual reality marketing 1
What is virtual reality? 2
A potted history of VR 5
A pioneer’s view 15
What is VR? 20
Where is VR going? 23
What is special about VR? 24
Presence in VR 24
Using this book 29
Notes 29
01 Virtual reality – why do it? 33
Strategic benefits 37
Return on investment (ROI) 43
Other markets using VR 48
Conclusion 52
Notes 53
02 Industry insights: interviews with the best in the VR business 55
Virtual reality industry health 56
Virtual reality in tourism 59
Virtual reality in entertainment and sport 63
The technologist’s view 67
Virtual reality in the automotive industry 74
Conclusions on the VR landscape 80
03 Types of virtual reality marketing and how to choose them 85
Virtual reality headsets and platforms 85
Light mobile VR headsets (Google Cardboard) 88
Premium mobile VR headsets 95
PC VR headsets 99
Types of virtual reality 105
Implementing social virtual reality marketing 109
How to choose your approach 112
Notes 113
04 Virtual reality production: how to make VR 115
Pre-production 115
Vision 122
The reality of production 123
Key performance indicators (KPIs) 123
Developing the creative 124
Statement of work (SOW) 124
Storyboarding for VR 125
360 video production 128
Interactive VR production 139
Conclusions on VR production 143
Notes 143
05 Virtual reality cameras: which to use and when 145
3D cameras 145
Mono cameras 152
Double camera set-ups 154
Single camera set-ups 156
Other VR rigs 158
Notes 159
06 The future of VR 161
A futurist’s thoughts on VR – Rohan Silva 161
The route to mass adoption 165
Future marketing in VR 176
Conclusion 178
Notes 178
Appendix: implementing your virtual reality production framework 181
Glossary 187
Index 193
Length: 224 pages
Publisher: Kogan Page; 1 edition (October 28, 2018)
Language: English
ISBN-10: 0749482869
ISBN-13: 978-0749482862
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