YuMe, in partnership with Isobar Marketing Intelligence and others, have released study results which highlight the promise of advertising in virtual reality (VR). The study which involved 60 VR gamers analysed and compared three ad formats including static banner ads, pre-roll video and 3D branded objects. The participants were not only surveyed but also taken through a biometric measurement whose aim was to determine ad recall and ad decay during a 24-hour period after exposure. The ads were presented in the context of a VR trivia game show.
The results from the study were highly favourable and revealed a high brand recall.
- 74 percent of respondents reported virtual ads were less intrusive than normal digital ads.
- 70 percent reported same-day aided recall.
- 26 percent reported seeing a brand in a virtual world is more memorable than digital video ads.
- Of the three tested formats, recall was greatest for pre-roll video.
In another study that took place last year August, 811 US participants were analysed and YuMe unveiled that consumers had generally favorable attitudes toward brand advertising in a VR context. This recent study findings suggest that VR gaming is creating a more favorable space for sponsorships, product placement and many other kinds of ads.
However the study’s reasonably good ROI can partly be attributed to the medium’s novelty. Mobile advertising has also registered higher recall rates during its inception. This however should not take away from the immense potential of ads within the VR space.
Another question that brands are asking themselves is whether their site is going to be an audience outside games within the VR realm. According to a June 2017 survey by GlobalWebIndex, 5 percent of internet users in North America own a VR headset. That was the highest penetration of any of the regions surveyed. If accurate, that 5 percent represents nearly 13 million people, a good number but not a massive audience.