Nielsen Utilizes Airpush’s VirtualSKY Platform to Quantify the Effectiveness of VR Advertising vs More Traditional Media Types
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.
“The Pebbles Cereal VR experience was born out of the spirit of the Yabba Dabba Do! campaign that if you can think it, you can DO it. It was uncharted territory for us, but a real reflection of the campaign’s ethos and we were thrilled to partner with Airpush’s VirtualSKY network to distribute the spot. We had a hunch if external distractions were eliminated and viewers were part of an immersive experience, metrics such as brand affinity and purchase intent would increase – which is exactly what Nielsen and Airpush confirmed through this study. It goes without saying Pebbles will continue to explore this medium to truly connect with our consumers,” says Oliver Perez, Pebbles’ Senior Brand Manager.
“Nielsen’s study shows the power of virtual reality experiences to drive positive change,” says PETA Executive Vice President Tracy Reiman. “That’s exactly what PETA—with the generous support of Airpush’s VirtualSKY network—strives to achieve with ‘I, Orca,’ which allows potential SeaWorld visitors to experience what life is like for orcas suffering in the park’s tiny tanks.”
“We launched the VirtualSKY platform in early 2016 because we instinctively knew that VR was the most effective medium ever created for brands to reach out to consumers,” explains Seth Socolow, SVP Strategic Partnerships for VirtualSKY and Airpush. “However, the results of this study far exceed even our expectations for VR, and are a huge validation for the VirtualSKY platform that can easily deliver this kind of engagement to any advertiser at scale.”
The complete Virtual Reality Advertising Effectiveness Study is available at virtualsky.com/study.
Winner of the DataWeek “Top Innovator in Advertising Data” award and recognized by Forbes as one of America’s “Most Promising Companies,” Airpush is a worldwide leader in digital advertising solutions. With powerful platforms integrated into over 250,000 mobile app, mobile web, and virtual reality properties, as well as one of the world’s largest consumer data marketplaces, Airpush provides some of the most diverse and highest performing monetization and advertising solutions in the industry. Founded in 2010, the company has approximately 250 employees and offices in Los Angeles and Bangalore, along with sales regions in all major markets. For more information, visit http://www.airpush.com or follow us on Twitter @AirpushAds.