Groundbreaking Virtual Reality Research Showcases Strong Emotional Engagement for Brands, According to YuMe and Nielsen
Key takeaways from the study include:
- With content optimized for the platform, VR can deliver higher emotional engagement than flat environments, including 2D and 360-degree experiences
- VR elicited 27% higher emotional engagement than in a 2D environment and 17% higher emotional engagement than a 360-degree video on a flat screen.
- VR viewers are emotionally engaged 34% longer than when they view the same content in 2D and 16% longer than when they view the same content in 360-degree video on a flat screen.
- Immersive content in VR and 360-degree experiences needs to balance freedom of exploration and flow to convey the narrative
- Content that provides viewers with the opportunity to explore a virtual world can deliver increased engagement, but storyline flow is critical for effectiveness. Since viewers are in control of their own experience, attention is easily diverted to aspects in view (scenery, landmarks) apart from the primary storyline.
- Guided exploration is critical for brands to convey their message and leverage branding opportunities.
- VR requires a new breed of content directors
- Immersive environments offer viewers the opportunity to play ‘director’ of their experience. This creates new challenges and opportunities for those directing content creation; they must leverage new techniques while re-considering what may not translate well from linear environments.
- The use of audio and language are critical for guiding viewer attention and narrative flow.
Study Background
150 study participants’ emotional responses were gauged by Nielsen’s neuroscience team, with eye tracking identifying their gaze and eye movements and a biometric monitoring device measuring electrodermal response and heart rate changes, as well as behavioral-coding methods. Participants were monitored while watching a scene from an entertainment advertiser and two short clips from LVCVA on mixology and an aerial helicopter tour of the Las Vegas strip. Consumers viewed these clips in three different environments: an immersive VR experience on a headset, a 360-degree video on a tablet, and video on a conventional, flat screen TV.
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