Harmelin Digital Contributor: Greg Leon
360 video is a rather new format being used to add an interactive element to online video. Users can choose their perspective from where the video was shot by either clicking and dragging on desktop, or tilting their mobile devices. Google teamed up with Columbia Sportswear to create both a standard and 360 version of a ski video in Chile (that’s right, our summer is their winter) and compare performance. They found that standard video retains a higher view-through rate, but 360 video excels in user interaction, as well as further engagement with the brand by clicking through, sharing, and watching other videos.
What this means for marketers: When it comes to creating awareness or spreading a message, standard online video remains a strong and efficient channel to get the job done. Users will see and hear the brand message when watching video content online. However, if advertisers are trying to reach users in a way that will promote brand engagement, 360 video is a promising new form of content to consider. Rather than simply completing a video, users can take the wheel and be in control of the video, which seems to lead towards earned actions like views on other videos, sharing, and subscriptions. Awareness through online video is starting to come in more than just one package.