Interest in 360 degree video and 360 VR (Virtual Reality) is at an all time high as the tech matures and becomes more accessible. The Google Trends chart below shows the sharp spike in searches around the world, starting mid to late 2015. 360 content is hard to avoid these days…and even harder to ignore as a marketer.
360° video offers a new potential opportunity for brand marketers, but it’s not without its pitfalls -- especially the need to “educate” consumers about its value and even how to use it. Those are among the top-line findings from a collaborative study conducted by IPG Mediabrands’ Magna Global and IPG Media Lab and YuMe.
For brands that need a reason to experiment with 360° video ads, here’s something major: Consumers have a 3 percent greater purchase intent after seeing a 360° ad on desktop (compared to a standard ad) and a 7 percent greater purchase intent when they see a 360° ad on mobile.