YuMe, Inc., a proven partner for video advertising leadership and innovation, in partnership with a number of industry heavy hitters, has just released the results of a new virtual reality (VR) in-game advertising study.
The study compared consumer responses to three forms of VR advertising — a pre-roll video ad, brand logos present in-game and 3D branded objects inserted into interactive game play.
The findings revealed that, overall, VR advertising is highly memorable with 70% aided recall across all ad formats. The highest levels of brand recall occurred with the pre-roll video ad, which achieved 90% aided recall on the day the study was conducted.
“We believe our study indicates that VR advertising is highly memorable in any format. It’s encouraging to see that a video ad, the most familiar and high-performing digital format, also delivers the highest rate of ad recall in the VR world,” said Mireya Arteaga, Research Lead, YuMe. “We believe immersive advertising is on the rise. Its ability to deliver a compelling branded-content message that is interactive, engaging and offers consumers the ability to own their ad experience is very attractive to today’s advertisers.”
To learn more about the report and YuMe, click here.