Why is this work relevant for Direct?

Yahoo DSP summit is to promote the cookieless total solution for marketers. The theme "Fearless Marketing" comes from the cookieless crisis and COVID threat. We are the first in Taiwan who used virtual production 2.0 to create immersive virtual event. To create AR + Simulation to shoot environment and it's without any post production efforts. Everything can be revised concurrently and confirmed on site while shooting. The concept "Fearless" was interpreted by the perfect sync between the LED background and AR objects.

Background

Challenge In May 2021, the pandemic broke out in Taiwan, and consumer behavior changed drastically. Without going out, consumers became physically unreachable. This also meant Yahoo could not contact advertisers face to face and could only communicate online. Objectives • Increase the awareness of Yahoo branding position “Truly Connected” and Yahoo DSP • Introduce Yahoo cookieless solutions to advertisers and media agencies

Describe the creative idea (30% of vote)

Event Concept: Fearless Marketing Taiwan first immersive summit by virtual production 2.0 Cookie vanished and the attack of Covid, under these several challenges, marketing chaos are everywhere. Yahoo sees opportunities in every crisis, to face the future with marketers. Be Fearless !

Describe the strategy (20% of vote)

Insights from 2021 Taiwan Programmatic Survey • Facing the removal of 3rd party cookies, 90% of advertisers and agencies in Taiwan have taken actions • But dealing with the unknown, nearly 90% of advertisers and agencies are still very worried Strategy • Arouse the sense of crisis due to "Cookie Vanishment" and "COVID Impact" • Yahoo TV collaborated with MoonShine Production and integrated both most advanced technologies to create "Virtual Production 2.0" to upgrade the virtual contents in the DSP Summit

Describe the execution (20% of vote)

Virtual production 2.0 core technology: Stimulation Live: DSP summit + charity concert I: Tailor-made 3D Set • Marketing Chaos Virtual city filled with threats from COVID and Cookieless crisis • LED High Definition Realistic and detailed imagery • Flexible Adjustment Lighting and background can be adjusted according to need II: Filming Technology • Real-time Image Tracking Integrating the gaming engine and optical tracking technologies • Real-time perspective response Conical projection + Presenter + LED background Creating a more realistic environment • Lighting Simulation LED Lights shines naturally on the presenter without post-production III: Argument Reality • AR Sync Recording Recorded the presenter, 3D objects, and the presentation slides at the same time by Redspy AR camera • Motion Capture Technology The presenter can interact with the virtual character and even sing together! • Reality and Virtual Interactions The presenter gets off a virtual flying car which appears from the background

List the results (30% of vote)

• Event overall satisfaction rate: 97.8% • Yahoo DSP Q3 revenue achievement rate:192% • 94% of attendees would like to increase Yahoo DSP solutions spending • 96.2% of attendees understand more Yahoo cookieless solutions • 94.3% of attendees agree Yahoo TV is leading in advanced AR production