"Engagement in Immersive Experiences" - Graph: 2D 48%, 3D Video 52%, VR 61%: line "TV Norm" across the 50% mark, link "highly engaged" at 60% mark. VR elicits a 27% higher emotional engagement vs 2D visuals. VR also sustains engagement longer, as objectively measured by changes in heart rate/galvanic skin response.