Google rolls out 360 degree ads on YouTube

The technology is compatible with YouTube HTML5 Rich Media Mastheads and now TrueView in-stream and in-display units, but content creators will need a 360 degree camera from manufacturers like Ricoh Theta, Kodak SP360, Giroptic 360cam, or IC Real Tech Allie.

Google introduces the 360 degree video ads to its TrueView ads on Google Chrome, Android and iOS platform. You can use your mouse to pan around the field of view if you’re on a PC, or you can simply tilt your phone around if you’re on a mobile device. Are you more likely to watch an ad if it’s in a 360-degree format? Google points out that 360-degree video has a much higher view-through rates than standard videos, with Coca-Cola’s 100th anniversary 360 degree video outperforming standard videos by 36 percent in view-through rates. “This innovative new way to deliver ads, comes a short time after Google gave YouTube users the ability to upload 360 videos into YouTube, as numerous major brands, such as Nike and Coca-Cola, quickly began creating brand new videos to engross their possible customers” engagement with the brand.

Bud Light became the first advertiser in the United States to launch the 360-degree video running in TrueView ads. The company’s ads focus on three different events that took place at its takeover of Catalina Island. They make for great interactive videos especially for users who might have virtual reality headsets. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.