Church, State, and the Future of VR: How the NewYork Times is Advancing Virtual Reality for Readers and Advertisers

@newscred

Keynote: Church, State, and the Future of VR – How the New York Times is Advancing Virtual

Reality for Readers and Advertisers

Adam Aston, VP, Editorial Director,

T Brand Studio, The New York Times

Adam Aston, V.P. & Editorial Director, T Brand Studio | 06-02-16

1.3MM

5!

nytvr

The New York Times Magazine

PROGRAM DETAILS, ELEMENTS, CONCEPTS AND TIMING BASED ON FINAL COMMITMENT, EDITORIAL APPROVAL, AVAILABILITY AND ADVERTISER MARKETING OBJECTIVES. POSITIONING COULD BE DISPLACED BASED ON EDITORIAL JUDGEMENT AROUND SIGNIFICANT BREAKING NEWS. ALL PROGRAM ELEMENTS ARE SUBJECT TO CHANGE.

CORPORATE RATES APPLY. JA 020216.!

PROGRAM DETAILS, ELEMENTS, CONCEPTS AND TIMING BASED ON FINAL COMMITMENT, EDITORIAL APPROVAL, AVAILABILITY AND ADVERTISER MARKETING OBJECTIVES. POSITIONING COULD BE DISPLACED BASED ON EDITORIAL JUDGEMENT AROUND SIGNIFICANT BREAKING NEWS. ALL PROGRAM ELEMENTS ARE SUBJECT TO CHANGE.

CORPORATE RATES APPLY. JA 020216.!

Social Buzz

Click to play

≈600K Total App Downloads

≈2MM+

6+Min.

Total VR Film Views

Average Engagement

KEY METRICS

T Brand Studio’s VR Approach

AT T BRAND, WE DON’T JUST CHECK THE VR BOX.

NARRATIVE AND VISUALS ARE EQUALLY IMPORTANT.

WE SEE VR AS AN HONOR AND A PRIVILEGE.

We’re passionate and dogmatic about the duo of

a great narrative and a compelling visual

experience.

Every film we make is an opportunity to be someone’s first VR

experience. We can set the bar for how high their expectations are.

VR is a medium unto itself, very unlike a typical

linear film. We don’t retrofit a linear idea to work in VR. If VR isn’t

the best way to tell a story, we don’t force it.

As a result, our audience and our clients benefit.

The VR Landscape | THREE BUCKETS

•  Companies building hardware devices to view VR

•  Companies that film or post-produce

VR

VR PRODUCTION SERVICES VR DISTRIBUTION PLATFORMS VR HARDWARE

RED = Venture Backed

•  Companies building platforms to make

their (or others') content bubble up

“Virtual and augmented reality is expected to become an $80 billion market by 2025, roughly the size

of the desktop PC market today.” — Heather Bellini, Goldman Sachs Research

The Future of VR

Popcorn, Candy and a VR experience [video by Framestore]

Real Estate, Real Awesome [video by Matterport]

Healthcare and Education [video by EON Reality]

Live Events and Entertainment [video by Lincoln]

Military Use [video by The Daily]

Adding Transparency to News Reports [video by The New York Times]

Takeaways

2.

IT IS UP TO US TO SET THE BAR HIGH BUT KEEP

THE BARRIER TO ENTRY LOW.

3.

WE ARE BUILDING THIS AIRPLANE

WHILE IT’S FLYING… OVER THE OCEAN…

AT NIGHT.

1.

DON’T INNOVATE FOR INNOVATION’S

SAKE, INSTEAD IMPROVE ON

WHAT’S THERE.

RECOMMENDED READING

2.

Medium.com

“The Storyteller’s Guide to the Virtual Reality Audience”

goo.gl/HqWBpE

3.

Goldman Sachs

“Profiles in Innovation: Virtual & Augmented

Reality”

goldmansachs.com/our-thinking/

pages/virtual-and-augmented-reality-report.html

1.

Knight Foundation

“Viewing the Future? Virtual Reality in

Journalism”

knightfoundation.org/publications/

vrjournalism

Seeking Pluto’s Frigid Heart uses data from NASA’s New Horizons spacecraft to take you to a world 4 billion miles from the Sun. Through the data and photography collected, we’ve created accurate

extrapolations of what it would be like to stand on the surface of Pluto.

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