VR as a medium is breaking a lot of rules. Whoever made a switch from traditional filmmaking to 360/VR has encountered a problem. watching it with VR headset). He is already interacting with the video through the trackpad or mouse or inside the VR headset by moving his head around. The important distinction between video views in normal video and 360˚ video is that 360˚ video view requires 100% focus of the viewer, especially if he is in the VR mode (i.e. Where were they looking? Have they noticed an important key element in the video that I wanted to be noticed? Did they click on an important object (conversion rate)? The measurable benefits are still being determined, but there’s tons of potential in the medium. Here’s what I would like to know about my viewers.

But what about 360˚ video?Īctually, we don’t know. Naturally, if someone liked the video he will want to share it with his friends. Has the user been skipping ahead of the video? The last thing I would measure would be social shares. I have been listening to Ceu’s – Vagarosa album hundreds of time while cooking dinner, but I haven’t even watched the video itself.Ī Better metric would be a play rate – the percentage of visitors that click play on your website and watch rate – percent of a video that a viewer actually watched. The number of views is usually a first idea that pops into the mind. Did they like it? Was the video production worth the effort? So what should we measure? The 360˚ is going to have a portion of that cake for itself too. Video analytics tells us how it has been perceived by the audience.

In the content marketing world – the video is king and will according to the predictions of a report from Cisco be dominated by video by 2019. Us marketing friends love to check metrics such as page views, conversion rates, playthroughs, shares and etc. Most of the film producers – amateurs and professionals – are taking the plunge and are starting to provide services in 360/VR stories.ģ60˚ video needs completely new approach with analytics than basic flat video There are only handful of experts when it comes to VR/360 staging and “cinematography”. You can use 360 spherical cameras for live footage or create your own using Unity, Unreal Engine, or other digital world building software. Luckily, there are more and more ways to create VR content than ever before. With the arrival of fun new content which is arriving steadily on all VR platforms, marketing agencies and creators themselves will need to find a way to measure and analyze customer behavior. Headset distribution is correlated with the amount of good content. VR is not going to be an exception! There are more VR headsets being distributed – from high-end (HTC Vive, Rift), Medium (GearVR) and low-end (Google Cardboard, ViarBox). Virtual Reality and 360 are coming and like any medium out there you will need to find a way to measure its performance. Analytics are important in every Industry.

Gear vr lookthrough camera