According to a new research, Virtual reality (VR) and other immersive technologies are driving much better user engagement for video advertising. The study was conducted for immersive technologies including mobile virtual reality (VR), augmented reality (AR) and 360° video and found out that individuals engage more and pay greater attention on immersive advertising.
The data of the study showed that immersive technology is becoming the hottest common trend, with over 86% having heard of it and some 29% of consumers trying it. VR was found to be the most common immersive technology, followed by 360° video and AR, respectively. 63% of those tried VR said that it is the next big thing.