CNN's Jason Farkas on VR's Relationship with Advertisers and Audiences

Farkas pictured at top is passionate about the medium and believes in the richer experience that emerging technologies bring to the news consumption habitamp160 amp8220CNNVR is a blanket for any kind of immersive storytelling that a viewer selects whether they use a headset a cardboard box or natural viewing of 360 videoamp8221 he saysWith bureaus in 43 countries this business unit is well positioned to deliver breaking news to viewers on a variety of video formats across all screens amp160CNN is the No 1 digital news outlet but as the audience for immersive news grows CNNVR which launched in the spring is already competing with major 360 video companies amp160Their app falls only behind Google and Facebook in terms of audience size for 360 video distributionamp160 amp8220Iamp8217m OK being No 3 behind themamp8221 Farkas quipsThe path to VR began a few years ago with the companyamp8217s investment in amp8220native videoamp8221 to share video stories sociallyamp160 To kickoff the effort CNN entrusted a core group of New Yorkbased producers to share their best practices on the art of VR and benefit of 360 video storytelling with journalists amp160As they continually experiment with the new equipment that stateoftheart tools offer the journalists and producers routinely collaborate with each otheramp8220The viewers ultimately direct their own experience as they decide what to look atamp8221 Farkas explainsamp160 That means that in addition to being able to deliver breaking news stories in this new format the coverage must accommodate multiple pointsofview and stay emotionally engagingWith the emotional quotient CNNVR is trading in empathy at scale with the testament that its VR content can surpass the reach delivered by linear television amp160For example Farkas shared that An Ordinary Day in North Korea viewed by 53 million unique visitors and growing provides the world with a rare look at the culture and rituals that unify its citizens while facing the threat of nuclear waramp160 It can deliver this unprecedented experience due to its access into the country which is offlimits to most journalistsCourageous CNNamp8217s inhouse branded content studio helped Volvo create CNNVR39s Eclipse of the Century presented by Volvo pictured above This immersive experience was the mostwatched live VR experience in the history of the medium garnering 86 million live video starts for the solar eclipse and 57 million for the 4K live stream amp160The popularity is proof that next generation storytelling benefits audiences and maximizes the advertiseramp8217s impactamp160 A total of 40 livestream satellites plus over 100 people engineers technicians creatives producers editors etc made the live stream possible ensuring that Volvoamp8217s exposure popped worldwideamp8220Advertisers who are innovative and understand the immersive and connective power of VR to create and link memories can do something amazing in the mediumamp8221 Farkas says amp160This importance of interactivity was illustrated in neuroscience and biometric studies from Samsung to show that VR experiences prompt increased brand recallAt the New Bay Mediaamp8217s VR 2020 Summit closing keynote Farkas ignited the audience as he shared immersive storytelling strategies and experiencesamp160 Afterwards he addressed a common objection which is that VR will not scale as it is not inherently socialamp160 Without missing a beat he stated that amp8220phones are not a social experience yet they have proliferated VR has the capability to emotionally connect us with the experiences of others amp8230 its future will include shared experiences through installations and Facebookamp160 Our most important mandate is to be thereamp8221As content distribution and devices continue to proliferate and advertisers test new activation strategies to differentiate their brand CNNVR has proven to be a trusted partner for the most innovative and engaging 360 video experiencesamp160 amp8220We are 100 committed to being on the bleeding edge of the marketplaceamp8221 Farkas saysamp160 amp8220I encourage advertisers and viewers to challenge us to do moreamp160 Together we can keep the promise of journalism alive through factual and immersive storytelling from every angleamp8221Click the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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CNN's Jason Farkas on VR's Relationship with Advertisers and Audiences

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Mary Ellen Holden

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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CNN's Jason Farkas on VR's Relationship with Advertisers and Audiences

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Mary Ellen Holden

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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