360° video advertising drives engagement | Ad Tech | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
MAGNA and IPG Media Lab, in partnership with YuMe, have completed a media trial examining consumers’ perspective on 360° video advertising which revealed consumers’ strong interest in the format.

360 14 march 2018While most brands have yet to utilise 360° video for marketing purposes, many consumers are already familiar with the format; the majority of those in the study (69%) said they intend to interact with brand videos in the future; about 88% of those who found 360° ‘entertaining’ said they intend to interact with 360° video ads in the future.

“This research not only has helped us better understand the user experience for 360° video ads, but also the common pitfalls marketers may face in driving important metrics such as brand favourability and purchase intent,” said Kara Manatt, SVP, intelligence solutions strategy, MAGNA. “Consumers are welcoming of this advertising format because it provides a fun and engaging experience. We need to ensure that we deliver on those expectations and our KPIs at the same time.”

Consumers’ primary interest in brand-created 360° video relates to viewers’ desire for entertainment and new experiences.

“While 360° video ads offer the most accessible immersive video ad experiences for consumers – available across mobile, PCs and VR headsets – marketers must artfully balance entertainment with branding to achieve optimal brand metrics,” said Devin Fallon, VP, analytics, YuMe. “Our study reinforces the opportunity that marketers have to drive purchase intent with 360° video ads, provided they properly incorporate brand messages to encourage higher recall.”