Immersive video is an exciting and novel experience for consumers, but is it a valuable advertising investment for brands?
MAGNA and IPG Media Lab partnered with YuMe to test and assess the efficacy of 360⁰ branded content as it compares with standard video. The study was conducted across devices (VR headset, smartphone, and computer), ages, generations, and gender identities to develop a specific profile of how 360⁰ video should be delivered, and to whom. The results reflect a high level of engagement, entertainment, and intent to return to immersive video content. However, subjects also reported a disconnect between content and brand. Learn how to optimize 360⁰ in the full report.