Press Release: Airpush Partners with Nielsen and Three Leading Brands, Releases the World’s First Virtual Reality Ad Effectiveness Study
Los Angeles, CA (December 8th, 2016) – Airpush (www.airpush.com), the leading mobile advertising company and creator of the VirtualSKY platform, today announced the release of the world’s first and most comprehensive Virtual Reality Advertising Effectiveness Study. The study, conducted by Nielsen Research and in partnership with POST Cereal, PETA and Charity:Water, leveraged scientifically accepted methodologies to quantify advertising effectiveness metrics on both Virtual Reality and traditional digital video formats.
The purpose of this study was to better understand the consumer impact of VirtualSKY’s ExperienceAds, an exclusive interstitial ad unit that delivers 20-45 second, 360 degree advertisements to consumers at natural breaks in other VR apps. In particular, the research sought to compare the effectiveness of ExperienceAds to that of more traditional advertising environments, such as VAST video, online video and broadcast television, at driving brand lift in four key metrics that brands consistently use to gauge advertising effectiveness: Content Engagement, Brand Perceptions, Brand Behaviors and Brand Integration Perceptions.
The results of the study demonstrated that advertising in Virtual Reality was between 1.5 and 18x more effective than more traditional video advertising, depending on the content and metric. Highlights included brand recall, which was at least 8x more effective across all brands when immersive VR ads were utilized, as well as intent to share, which was at least 2x.