Video consumption is at an all-time high and will not be slowing down any time soon. 96% of B2B organizations use video marketing in some capacity, of which 73% report positive ROI. Marketers will continue to invest in video content and spend countless hours developing video strategies, but it’s time to start thinking about what’s next in the video landscape.
There is a lot of buzz around 360 video, and both Facebook and YouTube have launched 360 video capabilities. Customers are also looking for increasingly more immersive experiences. Real size and forms when shopping for things online, tech support with all angle views, and multiple-view live action and sporting events – to name a few.
Thus, 360 immersive video is the next best thing to being in-person, and the good news is that it’s also more effective in driving more views, better interaction and share rates, as well as overall engagement and sharing, compared to standard format video.
Google recently carried out a side-by-side trial of a 60 second 360 video ad and a standard format video ad. The 360 version had:
- Better interaction rate
- more click-throughs
- 41% more shares, and
- more subscribes
The full-length 360 video also had a 46% higher view count than the standard full-length version. Check out the Columbia Sportswear 360 video used in the test.
Optera has also seen similar results with 360 video we created for our partner DigitalGlobe. Standard videos featured on DigitalGlobe’s YouTube Channel average about 1,300 views. The 360 Satellite Experience created for the WorldView-4 launch has received over 8,000 views, making it the most viewed video on their channel.
Stay tuned for additional posts on 360 video, including business use cases and production best practices. Considering a 360 video project? Contact Us to learn more about Optera’s video and AR VR capabilities and how we can help you develop the best solution for your goals.