Transforming a Virtual Ad Experience into a Real World Memory

In partnership with RLTY CHK, Isobar, and RetinadVR, YuMe research launched the first of its kind study of ad recall and decay within virtual reality. In September, almost 60 VR game players were exposed to one of three ad format experiences: static banner ad, pre-roll video, and 3D branded object. In addition to survey data, biometric measurements were taken including electroencephalography (EEG), facial electromyography (EMG), galvanic skin response (GSR), and heartrate. Both survey and emotional engagement within the study indicated that pre-roll was the most engaging, associated with the highest recall rates, and had the most positive ad experience.