Digital Conference

Video With Samsung's Marc Mathieu: How VR Is Evolving

CMO Anticipates Next Frontier of Storytelling

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Samsung is diving deep into what might be called the experience business, hoping to encourage consumers to form emotional attachments to its phones, virtual reality goggles and, soon, 360-degree cameras.

Virtual reality is still in its infancy, for example, but Samsung Chief Marketing Officer Marc Mathieu said VR and 360-degree views are inventing the next frontier of storytelling.

"Experience is believing," he said at the Advertising Age Digital Conference on Wednesday, Galaxy S7 in his hand. Soon, he argued, people will think their screens are broken if they don't offer a 360-degree view, much like young kids today tap magazine pages and are frustrated when they don't zoom or swipe.

Here are more of Mr. Mathieu's thoughts.

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