A 2018 study from RhythmOne, MAGNA, and IPG offers consumers' perspective on 360° video advertising from innovative brands BMW, Royal Caribbean and PBS. This companion whitepaper, The 360° Effect: Understanding Immersive Video, highlights strong consumer interest in 360° brand videos, with high expectations for fun and excitement. Brands can use 360° video ads to drive brand KPIs, particularly higher purchase intent, provided they properly incorporate brand messages to encourage higher recall.
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