Case Study: YuMe improves viewer engagement in immersive environments with Nielsen Holdings

Understanding Viewer Engagement in New Environments

YuMe worked with Nielsen Consumer Neuroscience to study how viewers respond to immersive content. The project aimed to understand how non-conscious emotional responses, visual attention, and physical movement differ across VR, 360-degree video, and 2D TV, and to identify early guidelines for creating effective creative in immersive environments.

Nielsen Consumer Neuroscience recruited participants ages 21-39 and had them watch three clips in one of the three environments while measuring heart rate, galvanic skin response, eye tracking, and movement. Nielsen found that VR content produced 27% higher emotional engagement than TV, with emotional engagement scores of 48 for 2D media, 52 for 360° video, and 61 for virtual reality, and that immersive content works best when it encourages exploration while still guiding attention to key moments and branding.

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