VR: How to Launch an Ad Campaign People Will Never Forget
We talk a lot about the future of content marketing and how it’s changing. In fact, in a recent blog post, we pointed out that peoples’ preference for watching videos over reading is changing how companies develop marketing strategies. We know that video ads are a successful marketing tactic right now. But in the future, this trend may change thanks to a rise in the Virtual Reality (VR) industry.
So let’s dig in. Here are some of the reasons VR will be such an effective marketing strategy going forward, based on consumer response to VR ads.
VR engages our brains better than other content
If you’ve ever experienced VR, you probably agree that it’s more captivating than a video or photography. VR is more emotionally engaging than other content, and we have evidence beyond the anecdotal to prove this. Experts think that Virtual Reality stimulates parts of our brain and limbic system in ways not possible with other forms of advertising. When we interact with VR, we’re experiencing something entirely unique. It makes sense that it captures our attention so well. Imagine giving your existing ads that attention-capturing ability.
We connect emotionally to VR experiences
Google recently released a new study focusing on how audiences respond to VR. They found that “people are curious about everything they see in VR, regardless of whether it’s something they can interact with.” The study’s main takeaway was that VR presents more powerful messages (and advertising opportunities) than traditional methods.
When you’re in a VR experience, real-world emotions are put on hold. You’re fully immersed in the content around you; it’s all you can see or hear. It’s a powerful medium. Brands using VR are capable of building deeper connections with people through emotional experiences.
People prefer (and actually enjoy) VR ads
In a study on consumer reaction to ad formats, 74% of consumers found VR ads less intrusive than regular digital ads. If we can deliver ads in a more palatable way, the chances of our audiences positively remembering the message are higher.
Using VR can positively change consumer perception of companies
In our previous article, “VR Is Too Big to Ignore,” we talked about the critical role VR will play in marketing to Gen Z and Millennials. By 2020, Gen Z will represent 40% of US consumer spending. So, it’s critical for marketers to pay attention to how their brand is seen now. An out-of-touch company may fail to capture the interest or attention of these consumers. But is VR the best way to do this?
In 2016, Greenlight Insights released a survey on consumer interest in VR. Of the 1,300 people surveyed, 71% say that brands using VR for marketing seem more forward-thinking and modern.
How does this image affect sales? 53% of respondents said they’re more likely to purchase from a brand using VR than from one that doesn’t. For companies trying to establish themselves with younger generations, investing in VR ads seems like a safe bet.
Fast facts that prove the future success of VR ads
Still not sure if VR ads are worth the investment? That’s understandable. After all, VR is a relatively new marketing medium, and devices are just becoming affordable. But VR is important to marketing strategies right now. To highlight this, here are some fast VR facts:
- 70% of consumers in a VR study reported a same-day recall rate with VR ads (source).
- Consumers viewing pre-roll VR ads reported an 86% higher ad recall rate.
- 62% of consumers said they’d feel engaged with a brand promoting a VR experience. 52% say they’d like to be associated with brands sponsoring VR (source).
- 360-degree photos, on average, have a 410% higher ROI and 300% higher CTR than regular or panorama photos. 360-degree videos see a 14% higher ROI and 46% higher view rate than other videos (source).
If you’re looking to capture the attention of your audience, VR is the way to go. Not only will your brand seem more forward-thinking than competitors; but you also have the opportunity to build strong emotional connections with audiences through experience rather than words or video.
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