Measuring Success in 360 Degrees

Part of what makes our videos so successful is the way in which we measure their effectiveness. We can track viewers and responses down to minute levels, making iterative improvements as campaigns develop. But with 360 content that’s always been a little trickier – yes we can measure viewer engagement and clickthrough, but with so much going in a 360 degree scene it’s difficult to figure out which part of the frame is having the greatest response.

Enter (as ever) Google.

We recently saw the launch of the 360ยฐ Heatmap. For videos with over 1000 views, content creators will be able to see exactly what parts of a video are catching a viewer’s attention and how long they’re focussing on particular areas of the screen.

Key takeaways:

Focus on the front 90 degrees of the video – despite being able to look anywhere, unsurprisingly most people spent 75% of their staring straight ahead. So unless your story is intentionally crafted to guide the audience in a particular direction, don’t assume that little easter egg in the back corner is going to be noticed.

That being said, 20% of views did focus on what’s behind them. If you’re delivering 360 content, make sure it’s valuable and not just 360 for the sake of it. Offering viewers a richer experience is more likely to get the most out of the platform.

Do you Daydream? Or are you into Cardboard? With so many players in the 360 space it’s crucial to consider the user experience for all of them. Each headset offers a different experience to the next – and every single viewer matters. Responsive is responsible, people.

Summary:

YouTube’s 360 Heatmaps offer new insights into how viewers engage with VR and 360 content. If you’d like to talk about how this help a project you’re considering, we’re here for you.