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.

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