Marketers measure 360-degree video a little differently than standard pre-roll video, which prioritizes completions.
Immersive formats tend to measure engagement with the ad – whether a consumer tilted the screen or how long they interacted with it.
“We’re using data from this campaign to inform new research around understanding emotional engagement – as opposed to just views – around 360-degree video,” added Molly Swenson, CMO of HuffPost RYOT. “The donate button in this campaign is the first one that we’ve incorporated in our VR content to date.”
Consumer reception will determine whether Clorox invests more in 360-degree video based on consumer receptivity to the Safe Water Project campaign.
“We would love if we could leverage this type of execution more broadly,” Amtmann said. “I do think there is an opportunity across more of our brands and programs.”