Ever wonder what it would be like in the driver’s seat of a race car, or soaring through the Norwegian skies in a wingsuit? Back in March, Google’s streaming video giant YouTube announced the support of 360-degree video. Using special 360-degree cameras, content creators can now offer a new level of immersion for their viewers, one that puts them right in the middle of the action, along with the ability to “drag” the point of view in any direction they please. If you haven’t seen this for yourself, check out the video below. (Note: Currently only works in Google’s Chrome browser and Android/iOS YouTube app.)

If your first thoughts were “Neat! How can I use this for my brand?” you’re not alone. Google and marketers alike quickly saw value in this new approach to user engagement, and 360-degree video ads are now available. There’s no doubt that this adds value to YouTube’s TrueView service, but the real driving point behind the new technology will be its impact on mobile devices. With the native ability to change orientation simply by moving your phone, and with mobile accounting for half of the site’s views, it’s easy to fathom how this could affect the world of mobile advertising.

“360 video ads are truly a mobile-first video ad product,” – JR Futrell, YouTube ads product manager

Google has already tested this with some major brands like Coca-Cola, achieving more than favorable results. Coca-Cola’s 360-degree video on the 100th anniversary of their bottle design reached stellar view-through rates of 36%. To compare, an interactive TrueView ad recently published by upscale brand Burberry earned an average 15% view-through rate. Given such favorable results, it’s not surprising that Bud Light joined shortly after, becoming the first advertiser in the U.S. to launch 360 video running in TrueView ads. Expect others to follow suit.

https://youtu.be/D-Wl9jAB45Q

360-degree video ads are the latest example of how brands are embracing technology to tell their stories. The advantages for some, like tourist attractions and hotels and resorts, almost goes without saying. It could be used to get a first person view of your museum’s latest exhibit or a look at your resort’s sprawling properties – all without viewers having to leave their seats. As Google continues to add support across more browsers/devices, and as the popularity of virtual reality continues to grow (I’m looking at you, Google Cardboard), we expect to see more 360-degree videos – ads or otherwise – popping up soon.