Virtual reality and 360 video are poised to be the next generation of immersive technologies. Both present a new paradigm for brands and content publishers to engage with their audiences. As such, YuMe commissioned Nielsen to explore the immersive qualities of these new platforms and to establish the groundwork for understanding the opportunity for brands and content providers. Utilizing neuroscience and biometric monitoring techniques, the research captures the engagement response to content within a television experience, 360 video, and virtual reality to help substantiate the power and influence of these new non-linear immersive formats.
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