Virtual reality mobile advertising can generate brand recall that’s 8x higher than online video ads. That’s according to the latest research from global mobile and VR advertising firm, Airpush.
The Virtual Reality Advertising Effectiveness Study conducted by Nielsen Research in partnership with POST Cereal, PETA and Charity:Water exposed 160 participants to virtual reality ads.
Brand recall VR ads versus online video ads
When it comes to advertising engagement, respondents were twice as likely to share their experience compared to traditional online video ads.
Ad engagement metrics
Airpush undertook the research to improve its VirtualSKY ExperienceAds for brand lift, content engagement, brand perceptions and behaviours as well as integration perceptions. Seth Socolow, SVP Strategic Partnerships for VirtualSKY and Airpush, explains:
“We launched the VirtualSKY platform in early 2016 because we instinctively knew that VR was the most effective medium ever created for brands to reach out to consumers. However, the results of this study far exceed even our expectations for VR, and are a huge validation for the VirtualSKY platform that can easily deliver this kind of engagement to any advertiser at scale.”
The Fruity Pebbles VRExperienceAds increase famility by 1%, but more significantly drove brand affinity up 10% from 7% compared to online video ads. Purchase intent was also significantly higher at 32% and user gained more information about a brand.
Fruity Pebbles VR ExperienceAds
Oliver Perez, Pebbles’ Senior Brand Manager, says:
“The Pebbles Cereal VR experience was born out of the spirit of the Yabba Dabba Do! campaign that if you can think it, you can DO it. It was uncharted territory for us, but a real reflection of the campaign’s ethos and we were thrilled to partner with Airpush’s VirtualSKY network to distribute the spot. We had a hunch if external distractions were eliminated and viewers were part of an immersive experience, metrics such as brand affinity and purchase intent would increase – which is exactly what Nielsen and Airpush confirmed through this study. It goes without saying Pebbles will continue to explore this medium to truly connect with our consumers.”
For PETA, action intent was measured across three campaigns. Overall participants who viewed VR ads were less likely to visit Six Flags or SeaWorld.
Likeliness of visiting one of the following after ad exposure…PETA campaign
Overall, 83% of respondents felt extremely or very engaged with VR content and 89% commented on the uniqueness of VR ads.