Currently, there are several studies published that analyse the effectiveness of virtual reality in marketing. In this post, we’ll share a couple of rather promising results with you.
Advertisement in Virtual Reality
VirtualSKY has released a study (2016), conducted by Nielsen Research on the effectiveness of Virtual Reality advertising. While we have to be critical about the results since VirtualSKY is an advertisement producer offering 360° ads, the results seem overwhelming and the methodology valid. The research by VirtualSKY compared the ad impact of flat videos and 360° videos. They had 160 respondents and the research was performed in a controlled environment using a pre/post survey design.
The results of the study demonstrated that “advertising in Virtual Reality was between 1.5 and 18x more effective than more traditional video advertising”. The brand recall was 8 times more effective across all three researched brands, which is an impressing high number. The research shows that VR is a very effective medium for marketing aims, and that there is a much higher chance that customers will remember your brand and make a future purchase. Also, an ad in VR doubled the intend to share the information with others. Much of the results were due to the elimination of distracting surroundings as well as the novelty of the technology itself and the immersive experience.
Virtual Reality and Behavioural Effects
Another study by researchers from the Milano-Bicocca University (2017) looked at the effectiveness of Virtual Reality in marketing from a completely different angle. They researched the emotional, cognitive and behavioural effects of Virtual Reality content on users and the relation with marketing. The study involved 120 participants and more than 30 hours of testing. The methodology contained out of an analysis of user movements and facial expressions as well as a pre/post survey.
In the article, the researchers state a “’statistically significant’ increase of the intensity of positive emotions such as fun, curiosity, happiness and surprise”, and also a decrease in feelings of boredom. They also noted a high sense of “physically being in the presented virtual environments” which is one of the most attractive characteristics of Virtual Reality, and also noted as a main cause of the effects in the research by VirtualSKY. The researchers concluded that Virtual Reality is an effective marketing instrument “thanks to its unique characteristics of immersion, interactivity and induction of positive emotions”, which is more than traditional promotion instruments.
Virtual Reality and Marketing
As demonstrated by the research above, Virtual Reality can be a very effective tool for marketing. It creates a high level of immersion with the material, positive feelings and much higher chance that customers will remember your brand, make future purchases and share the advertisement with their friends.
Moreover, meet us at Medica (nov 13-16) to see yourself how effective Virtual Reality can be in marketing.
Written by Eline Lubbes