360-degree video is turning the heads of advertisers.
Google’s TrueView platform first rolled the format out for Chrome, YouTube and iOS in July 2015. But in the past few months, demand from brands has rocketed, and both platforms and ad tech vendors have followed suit. The pull for advertisers is the opportunity to own an entire screen.
James Hill, commercial director at video ad marketplace Teads, which launched a 360-degree outstream video format in July, said through-rates have been double the firm’s benchmark for standard video. Patricia López, head of mobile agency Mobext UK, claimed similar success. A recent 360-degree mobile video ad for an auto client saw an average of 40 seconds spent inside the creative. “That added layer of interactivity enables consumers to engage,” she said.
These formats have been a slow burn. For some, the issue was a question of scale. After brands had laid claim to being the first using the format (and the subsequent press coverage), there was a nervousness that their creative wouldn’t be discovered living on a Facebook page or YouTube channel. Still, 360 ads still have the novelty appeal that gets people’s attention.
“People are more time-poor than ever, so committing to an ad is a big ask for people. We need to make it valuable for them,”said Alex Smith, head of digital planning at Maxus Global said.
Ford will release an immersive video of its new Mustang later this month on Vice, GQ and other publishers. For Ford, the 360-degree video ad format was more accessible than going all-in on something like virtual reality.
“If it was just a VR program, we wouldn’t have done it,” said Ben Richards, chief digital officer for GTB, Ford’s agency. “VR is too cutting edge to justify its own piece of communications.”
Paul Mead, chairman of VCCP Media, said while 360-degree video ads often perform well once users are in them, it can be tough getting them to that point. In fact, these units have seen a similar initial conversion rate as standard video, he said. However, it is a step toward more fully realized VR experiences for both advertisers and audiences at a time when VR headsets still carry a social stigma.
“People are not always in the mood to play with a video and explore all its many possibilities,” Mead added. “Just because it is possible doesn’t mean it is probable.”
‘If we can pave the way’: How OKCupid is using its app and its ads to fight for abortion rights
The online dating platform yesterday sent in-app notifications to all U.S. users encouraging them to donate to Planned Parenthood.
‘My title was non-negotiable’: A Q&A with Cathy Hackl, chief metaverse officer at Journey
Hackl's most convincing qualification for the role might be her bona fide connection to metaverse users: she’s the mother of three metaverse-native kids, including a 10-year-old who runs his own Roblox business.
Retail brands rush to cover abortion care, but not all of their workers may be covered
What’s not immediately clear from some of these post Roe announcements is how many employees will be covered by these new policies.
SponsoredWhy the caliber of content is paramount for advertisers
Agata Brodniewska, brand safety manager, Dailymotion Content is king when attracting consumers but is equally essential when courting advertisers. While both stakeholders want many of the same things, they most notably want relevant content they can count on to deliver an accurate and honest message without confusion or misinformation. This is especially important for advertisers […]
Days Inn seeks unique ways to stand out as people return to traveling
Days Inn is introducing a new, limited-edition amenity: a pillow that compliments guests. It's part of a strategy to find unique ways to stand out and help drive brand awareness.
‘Clients are being cautious’: Roe vs. Wade overturn has advertisers evaluating ads, pausing spending
Some marketers, agency execs are also reconsidering their blocklists, adding phrases related to the Supreme Court to their lists to stem potential brand safety issues.