YuMe, a video ad company, has put out a new report that indicates a positive trend in consumer’s attitudes toward the use of immersive technologies to deliver advertisements. Immersive technologies includes things such as AR (augmented reality – think Pokemon GO), VR (virtual reality), and 360 degree video.
“Immersive Technologies: The New Emerging Platform & Opportunities for Brands,” conducted a survey of 811 online users located in the U.S. The survey was conducted in August of 2016, and showed that 86% of those surveyed had heard of least one of the three immersive technologies. The survey also showed that of those 86%, only 29% had actually interacted with the technology.
Of the three technologies, VR was the one that was known by more of the respondents, followed by 360-degree video, with AR being the least known among respondents.
The results also indicated that 50% of the respondents that had already interacted with 360-degree video, said that they are more engaged and pay closer attention to these types of ads. This could very possibly indicate a similar finding with the other 2 formats once they become more common.
Another statistic from the survey is that more than half of the respondents indicated a more positive attitude and impression toward the brands that use one of the forms of immersive technology.
It seems that immersive advertising is going to be the new avenue that companies pursue to display advertising, hoping to improve brand loyalty and consumer engagement. This leads to the question of what will be the next new thing after immersive advertising. Maybe it hasn’t even been invented, only time will tell.
