3x Higher Conversion (CTR, view -> click)
30% higher repeated view rate
70–300% increase in user engagement
Google Recently ran an advertising campaign where they pinned a normal video to a 360 virtual reality video, and found that 360 videos motivate viewers to watch more and interact.
Google implemented a new metric called the interaction rate, which measures if users tilt, scroll their phones around was higher than the view-through rates for the 60-second 360 ad. In conclusion, the 360 ad drove engagement via interactions, even if people didn’t watch 30 seconds or more!
Google’s 360 ad drove 41% more earned actions than the standard ad. Messaging apps like WhatsApp and iOS messenger listed among the traffic sources for the 360 version — but not for the normal version.
The full-length 360 video had a 46% higher view count at the end of our experiment than the standard full-length piece. As a result, the 360 ad was a more efficient buy since its cost-per-view was lower when organic and paid views were combined.