YouTube has introduced 360° video ads, which allow the user to choose their viewpoint by rotating their mobile device.
In the US, the first brand to roll out a 360° ad is Bud Light, with a series of ads in its 'Whatever, USA' campaign. Users can explore a parade, a 1920s-themed party, or a DJing performance from Diplo.
YouTube has supported 360° videos for the last few months – leading to the likes of Coca-Cola and Nike posting their own attempts – but this is the first time they've been available as TrueView ads.
The ads are supported by the Chrome and YouTube apps on iOS and Android and, although they're also available on desktop Google describes this as 'a truly mobile-first video ad product' due to the more immersive control scheme – the desktop version requires dragging the video with a mouse cursor.
For best results, the ads can be viewed using Cardboard, Google's DIY virtual reality viewer.