The average consumer is now exposed to over 4,000 adverts a day. With that much noise it’s no wonder that they are actively avoiding traditional advertising whenever they possibly can. Clicking “skip ad,” or fast-forwarding the TV ad breaks has become a natural reaction. Advertisers need to do something different to get heard.
Nothing feels like you’re being shouted at more than advertising that only delivers a linear message and doesn’t offer any way for you to engage with a story. 360° video is changing that by giving advertisers the opportunity to let audiences take control, look around and explore on their own terms.
"The reality is that 360° video delivers significantly higher performance than linear video"
We recently conducted research with Campaign magazine amongst over a hundred brand and agency leaders to reveal just how much 360° video represents an untapped opportunity.
While the huge majority of respondents (75%) had watched 360° video, around one in six (16%) were still unaware of its benefits compared to standard video. The reality is that 360° video delivers significantly higher performance than linear video: 41% more interactions, 5X higher click-through rate, higher repeat views, 46% higher full-length views and higher share rates (research by Google).
Our survey showed a large number of brand marketing and agency leaders are about to take the plunge on 360° video. Almost one in three (31%) haven’t yet had the right opportunity to use the format but intend to do so. Over a quarter (27%) plan to use it in a campaign within in the next six months.
"We’re proud to offer the industry’s largest library of premium 360° video content and access to a network of over 500 creators around the world"
We gained insight into the challenges holding the advertising industry back from using 360˚ video. These include not having the right technology (28%) and the perceived expense of creating a 360° video campaign (22%).
We’ve been working hard to remove these friction points. We’re proud to offer the industry’s largest library of premium 360° video content and access to a network of over 500 creators around the world. We also just launched 360 stories to make it as easy to create branded 360° video content as it is to use WordPress. 360 stories is a self-service tool that makes it easy to create interactive branded 360˚ content and publish it directly to the web (or social media).
The 360° video medium is already being used successfully by Google, Greenpeace, Intel, McCann, UNILAD, AOL and Unilever. With easy access to content and simple editing/publishing technology it’s now possible for even more brands and agencies to get on board - and get heard.
Check out the infographic below or download the full report and insights here.