VEEPLAY - Executive Predictions for 2018
How 360 video VR might be changing the advertising industry
360 videos can present an opportunity for advertisers to reach massive audiences. This year will be 90 M active VR users worldwide and this figure is predicted to reach at 171 M active VR users globally, while the VR headset shipments will increase from 12 M in 2017 to just over 55 M in 2022.
An experiment was conducted to find out whether 360 video advertising drive more viewer engagement than standard video advertising.
Each campaign featured a 60-second spot, one version was shot and presented in 360 video, and the other was a standard format video ad. Both ads included a call to action button that drove to an extended version, so that we could see if the 360 video ad was better than the standard ad at driving viewers to a full-length video.
The experiment result was interesting with the following facts:
- 360 video doesn’t over perform on traditional viewer metrics
- 360 ad had a higher click-through rate, meaning that viewers were more interested in checking out the full-length version of the video.
- 360 video drives viewers to share, subscribe, and view other videos. In total, the 360 ad drove 41% more earned actions than the standard ad. The full-length 360 video had a 46% higher view count than the standard full-length piece.
The conclusion of the experiment is that 360 video has the potential to drive engagement in promising new ways.
Veeplay is a technology company dedicated to helping publishers worldwide deliver the best video experience and better monetize their video content on mobile devices through native mobile video player SDKs.
Alex Dragos Cercel
CEO | VEEPLAY
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Introduction to the European Executive Predictions for 2018