MAGNA ( — an “intelligence, investment and innovation” unit within IPG Mediabrands — has announced the results of a media trial examining consumers’ perspective on 360° video advertising from brands BMW, Royal Caribbean and PBS. According to the report:

° Consumers are eager to experience 360° video even when created by brands. However, they have high expectations for fun and excitement, which were reported as the top reasons for engaging with 360 video in the future. 88% of those who found 360° “entertaining” intend to interact with 360° video ads in the future.

° Early tech adopters are most likely to engage with and enjoy 360° video, making it a big opportunity for brands targeting tech savvy consumers.

° Providing simple instructional cues delivered the best user experience. Some consumers didn’t engage with the video because they weren’t sure what to do.