The document discusses Nielsen's research on virtual reality (VR). It finds that 1 in 4 consumers intend to use VR in the next year. VR experiences tested in Nielsen's lab generated greater impact and recall compared to traditional mid-roll ads, especially when the VR experience was highly rated. VR also increased intentions to donate money and seek information for non-profits. Nielsen sees potential for using VR to test billboards and simulate commuter environments for advertising research.

1. Copyright © 2017 The Nielsen Company. Confidential and proprietary.
AN OVRVIEW OF WHAT WE’VE LEARNED
MAY 18, 2017
VIRTUAL REALITY AT NIELSEN
Ronjan Sikdar
Nielsen

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Copyright©2017TheNielsenCompany.Confidentialandproprietary.
EMERGING TECHNOLOGY @ NIELSEN
“To inform our company, our clients & the broader
industry on how the newest media technology and
trends impact consumer behaviors & attitudes”
Nielsen Media Lab: client research
MAVRK: virtual reality task force
VOICE: voice / virtual assistant task force

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Copyright©2017TheNielsenCompany.Confidentialandproprietary.
THE VR AUDIENCE IS HERE
WHEN VR WORKS IT WORKS WELL
VR IS A USEFUL RESEARCH TOOL
THREE VR TAKEAWAYS

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Copyright©2017TheNielsenCompany.Confidentialandproprietary.
THE VR AUDIENCE IS HERE
WHEN VR WORKS IT WORKS WELL
VR IS A USEFUL RESEARCH TOOL
THREE VR TAKEAWAYS

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Copyright©2017TheNielsenCompany.Confidentialandproprietary.
ONE IN FOUR CONSUMERS INTEND TO
USE OR PURCHASE VR TECH IN THE NEXT
YEAR
These video consumers consider it likely
that they will use or even possibly
purchase VR technology in the next year
paVRs (“pavers”)
24%

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PAVRS ARE AN ACTIVE AUDIENCE
+
Average Consumer
paVR Consumer
Total (n=9048), PaVRs-Total (n=2328)
+8%
+7%
Average Consumer
paVR Consumer
WATCH MORE
NETWORKS
SPEND MORE
TIME
SPEND MORE
MONEY

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PAVRS WANT TO BE TAKEN ON A RIDE
PaVRs (n=2328), Which of the following genres of television and movies are you generally interested in watching? Which of the following genres of content would you be
interested in viewing in virtual reality?
31%
50%
51%
35%
47%
76%
42%
57%
39%
35%
33%
33%
35%
40%
28%
49%
54%
38%
51%
81%
48%
64%
49%
46%
45%
48%
54%
71%
Travel
Fantasy
Sci-Fi
Sports
Horror
Action
Animation
Adventure
Thriller
History
Mystery
Crime
Family
Comedy
VR Genres
Genres (General)
VR early adopters over-
index on interest in travel
and fantasy VR content
PERCENT INTERESTED IN CONTENT

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Copyright©2017TheNielsenCompany.Confidentialandproprietary.
THE VR AUDIENCE IS HERE
WHEN VR WORKS IT WORKS WELL
VR IS A USEFUL RESEARCH TOOL
THREE VR TAKEAWAYS

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50+ VR EXPERIENCES TESTED IN LAB

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VR’S BEST IS
BETTER
-50% -25% 0% 25% 50% 75% 100%
VR Recall vs. Mid-roll Recall (+/-)
VR generated greater
impact compared to
mid-roll 73% of the time
When VR beat mid-roll it
averaged for a 32%
stronger impact
In the top 25% of
times VR beat mid-
roll, its average was
67% better

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50.2%
of consumers increased
usage intent
67.5%
of consumers increased
usage intent
AFTER LEARNING ABOUT VR
AFTER VIEWING 360 VIDEO CONTENT IN HEADSET
THE MORE CONSUMERS KNOW

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NON-PROFITS BENEFIT FROM VR
26%
More likely
to donate
58%
More likely to
remember
brand
30%
More likely
to seek info
Average lifts across 14 non-profit & charity VR experiences tested
Comparison is 360 video experience vs. traditional ad pod

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Copyright©2017TheNielsenCompany.Confidentialandproprietary.
THE VR AUDIENCE IS HERE
WHEN VR WORKS IT WORKS WELL
VR IS A USEFUL RESEARCH TOOL
THREE VR TAKEAWAYS

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VIRTUAL BILLBOARD TESTING
• Contextually relevant A/B testing for billboard creative
• Captures attention and engagement via VR eye-tracking

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COMMUTER SIMULATION ENVIRONMENT
• Capture effectiveness at scale in an authentic simulation
• Potential for in-experience random assignment and measurement

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Copyright©2017TheNielsenCompany.Confidentialandproprietary.
THE VR AUDIENCE IS HERE
WHEN VR WORKS IT WORKS WELL
VR IS A USEFUL RESEARCH TOOL
THREE VR TAKEAWAYS

17. Copyright © 2017 The Nielsen Company. Confidential and proprietary.