Consumers Find 360 Video 'Overwhelming,' Aren't Sure What To Do With It

360° video offers a new potential opportunity for brand marketers, but it’s not without its pitfalls -- especially the need to “educate” consumers about its value and even how to use it. Those are among the top-line findings from a collaborative study conducted by IPG Mediabrands’ Magna Global and IPG Media Lab and YuMe.

While consumer awareness and exposure are growing -- 56% of consumers surveyed said they had “experienced” 360° video -- many still aren’t sure exactly how to use it, while others find the experience of consuming branded content on it more “overwhelming” than they do via conventional video formats.

The No. 1 barrier -- cited by 38% of respondents -- was that they didn’t even know about the format’s main feature: that they can move the video around to experience different angles.

Even among those who understood that feature, many simply didn’t want to spend time doing that, or had no interest in it.

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