There is no doubt that immersive technology is quickly taking over the digital landscape, but what does it mean for advertisers? YuMe, a leader in brand video advertising software and audience data, has just released a new report and companion infographic on consumer attitudes toward immersive ad formats, including mobile Virtual Reality (VR), Augmented Reality (AR) and 360-degree video.
The results revealed that immersive technology has quickly become well-known among consumers, with 86% having heard of it and 29% having tried it. Amongst the immersive technology formats, VR leads the category and is the most recognized, followed by 360-degree video and AR. Over half of those who tried VR believed that it can create a positive view for brands and can help create engaging experiences for consumers, while 53% believed the same of 360-degree video. The survey also showed that individuals paid greater attention to immersive advertising, with over 60% agreeing that they would be more engaged to ads in this format. This new information has left YuMe with the impression that immersive technology is not only here to stay, but is a good move for advertisers.
“Our survey indicates a strong, favorable perception of VR, AR and 360-degree video,” said Research Lead of YuMe in a press release. “We believe the value for marketers is that it can also create a halo effect over brands that incorporate these immersive experiences into their marketing strategies.”
“We believe the appetite for immersive ad experiences is growing rapidly,” Tripp Boyle, VP of Emerging Platforms, added in the release, “and that savvy brands and agencies who want to interact authentically with consumers and drive higher engagement should explore these ad formats.”
More than 800 individuals were surveyed in the Study.