How do people like their advertising? It looks like they prefer more exciting formats — and that immersive environments like virtual reality are destined to become “the next big thing.”
That’s backed up by YuMe, Inc., a known quantity in brand video advertising software and audience data. A new report from the company on consumer attitudes toward immersive ad formats — like mobile Virtual Reality (VR), Augmented Reality (AR), and 360-degree video — suggests that “individuals engage more and pay greater attention with immersive advertising.”
One big takeaway from the report? “For those who have experienced VR, 63 percent believe it’s the wave of the future.
“The halo effect of immersive experiences also extends to marketers and brands, with 51 percent of consumers agreeing that brands that use VR are more innovative,” reports the YuMe crew. “In terms of brand perception, because a majority of consumers believe that brands that incorporate immersive technology into their marketing strategy are more innovative, they may be more inclined to pay attention to their ads.”
Numerous consumer surveys have revealed that people who have tried 360-degree video admit they pay more attention to these kinds of ads.
“We believe the appetite for immersive ad experiences is growing rapidly and that savvy brands and agencies who want to interact authentically with consumers and drive higher engagement should explore these ad formats,” said Tripp Boyle, VP of Emerging Platforms at YuMe. “We’re proud to be a leader in this latest industry innovation arc, as we see tremendous value for brands in vertical markets, including auto, entertainment, travel and retail, to offer interactive experiences and deepen consumer bonds with their brands.”
Other highlights from the report include:
- Immersive technology is now a well-known, mass-market category. 86 percent of consumers have heard of immersive technology and 29 percent of consumers have tried it.
- VR leads the immersive technology category. It’s the most recognized immersive technology, followed by 360-degree video and AR.
- Seeing is believing: Consumers who have experienced an immersive technology are often more likely to respond favorably.
- Sixty percent of consumers who have tried VR believe it creates a positive view of brands.
Want to learn more? Other insights from YuMe’s survey and companion infographic can be reviewed here.