By Evan DeSimone
YouTube will now support 360-degree video advertisements on Chrome, Android and iOS, the video hosting giant announced yesterday.
YouTube’s 360 video options have been available to content creators since March, but this is the first time the platform has opened 360 up to advertisers using Google’s TrueView ad platform for pre-roll ads. PC users can use their mouse to pan around 360 degrees of ad footage, while mobile users simply need to tilt their phone. Like YouTube’s regular 360 content, the new ads will be compatible with consumer virtual reality headsets including mobile friendly Google Cardboard.
Bud Light’s inaugural 360 degree video ad is best viewed using Google Cardboard or another 360 headset device
Beer maker Budweiser became the first U.S. brand to utilize 360 video through TrueView. The ad (above), which spotlights Bud Light, features an immersive party scene on Catalina Island complete with a performance by celebrity DJ-producer Diplo.
A recent Coca-Cola ad delivered in 360 exceeded standard view-through rates by 36% according to YouTube
Brands like Coca Cola and Nike, both of which already enjoy large followings on the platform, have already been experimenting with their own 360 content. A recent video from Coca-Cola, produced to celebrate the 100th anniversary of the company’s iconic glass bottle design, reached over 1.16 million viewers and exceeded normal view-through rates by 36%. Nike’s initial 360 effort garnered 3.1 million views.