Key Takeaways
Limited but successful adoption – Only 14% of video marketers use 360° video, but 74% report success with the format, while 12% plan to adopt in 2024.
Strong consumer appeal – 90% of Americans believe 360° content is better than traditional video, 98% find it more exciting, and 88% plan future interactions with entertaining 360° ads.
Superior performance metrics – 360° video ads deliver 300% higher CTR, 410% better ROI for display ads, and 46% better completion rates compared to regular video content.
Enhanced brand impact – Consumers show 7% higher purchase intent, 12% stronger brand storytelling perception, and 41% boost in earned actions from 360° video experiences.
How Marketers View 360° Video
14% of professionals in video marketing have incorporated 360° video into their marketing strategies.
Among those who have adopted 360° video, a substantial 74% have reported experiencing success with this innovative approach.
Looking ahead, 12% of video marketers are gearing up to embrace 360° video in 2024, marking a slight decrease of 3% compared to the previous year.
How Consumers View 360° Video
88% of users who found 360° video ads to be “entertaining” plan to interact with similar efforts in the future.
Due to the nature of 360° video, a user only perceives 20% of the video at any given moment.
90% of Americans think content will be better in 360° than in traditional video and 98% of Americans think that 360° video is more exciting than any other video technology.
60% of people would like to see sports and travel type of content captured in 360° video while 55% of people would like to see live entertainment in 360° video.
41% of people said 360° video and VR should be used more by brands because it lends itself well for product demo purposes.
Only 30% of people would be interested to see television shows, news, and documentaries captured in 360° video.
Consumers remember 360° video ads better than regular video ads which drives a 7% purchase intent increase on smartphones.
In addition, the number of consumers who think that the brand “has a unique story to tell” after watching a 360° video ad is 12% larger than the number of consumers who feel the same way after watching a regular video ad.
Pairing a 360° ad with content that is also 360° improves branding impact in the form of an 8% increase in perceived relevance by consumers compared with running in front of non-360 content.
360° Video CTR and ROI
Display ads featuring 360° video have a 300% increase in CTR and a 410% increase in ROI compared to display ads featuring regular or panorama photos.
Video ads featuring 360° video have a 46% better VCR (video completion rate) and a 14% better ROI compared to video ads featuring regular video.
The average 360° display ad campaign CTR is 1.5% while the average regular display ad campaign CTR is 0.35%.
360° video can boost Total Earned Actions by 41%.
A 360° video ad on smartphones will outperform the same ad on PC with an increase of 10% in purchase intent.
PepsiCo’s Mountain Dew campaign leveraging 360° video saw a 63% video completion rate and a 22% post video CTR.
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