To encourage ad engagement, viewers can click a mouse or move their phones to experience video from all angles.
Brands can now promote YouTube’s relatively new 360-degree video format in TrueView ads.
In March, YouTube began supporting 360-degree video uploads made with compatible 360-degree video cameras. The new TrueView ads can be viewed in Chrome and the YouTube app on Android and iOS. By clicking the icon in the ad on computers or by moving a phone around, up and down, left and right, users can change their view of what’s happening in the video.
The company says 360-degree video can deliver higher levels of consumer engagement than traditional video ads.
Coca-Cola created a 360-degree video to celebrate the 100th anniversary of its bottle design. Google says when the video was run as a TrueView ad, it outperformed standard in-stream video ad view-through rates (the number of times the ad was viewed versus skipped) by 38 percent.
Bud Light is the first advertiser in the US to run TrueView ads with 360-degree video. The campaign puts viewers in the middle of three events from the brand’s Whatever, USA event on Catalina Island, including the welcome parade, a DJ-ed performance by Diplo and a 1920s themed party.
Advertisers can manage 360-degree in-stream and in-display TrueView ads in AdWords or speak with their Google rep about YouTube Masthead units.
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.
(Some images used under license from Shutterstock.com.)
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