360? Video Ads Drive Higher Purchas13 Mar 2018 14:06
360� Video Ads Drive Higher Purchase Intent Compared To Traditional Video Ads
MTS STAFF WRITER
24 mins ago
Biggest Pitfall For Effective 360� Video Ads Is Simple Branding, According To New Research From YuMe, MAGNA, The IPG Media Lab
MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands, and IPG Media Lab, the media futures and advisory arm of IPG Mediabrands, in partnership with YuMe by RhythmOne, a proven partner for video advertising leadership and innovation, announced the results of a media trial examining consumers� perspective on 360� video advertising from innovative brands BMW, Royal Caribbean and PBS.
The resulting report, The 360� Effect: Understanding Immersive Video, reveals the opportunities this ad format provides marketers and the challenges they will face in maximizing its value. The report also offers insight into how marketers should utilize this new video ad format to drive brand KPIs.
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While most brands have yet to utilize 360� video for marketing purposes, many consumers are already familiar with the format. Consumers show a strong interest in 360� videos created by brands, with the majority (69%) intending on interacting with brand videos in the future. Consumers� primary interest in a brand created 360� video is related to their desire for entertainment and new experiences. Marketers need to not only deliver on high expectations for fun but also move the needle on the metrics that drive brand growth.
360� Video Ads Drive Higher Purchase Intent Compared To Traditional Video Ads
Devin Fallon
�While 360� video ads are the most accessible immersive video ad experiences for consumers � available across mobile, PCs and VR headsets � marketers must artfully balance entertainment with branding to achieve optimal brand metrics. Our study reinforces the opportunity that marketers have to drive purchase intent with 360� video ads, provided they properly incorporate brand messages to encourage higher recall,� said Devin Fallon, VP of Analytics, YuMe by RhythmOne.
https://martechseries.com/video/video-advertising/360-video-ads-drive-higher-purchase-intent-compared-traditional-video-ads/