Is 360 video better? I think it depends on the industry. A hotel, private jet/yacht, vacation/travel company selling a vacation experience would benefit from 360 video advertising much more than a roofing company. In other words, if you are selling experiences then 360 video will likely provide a better result.
When considering 360 – also consider that quality will also often matter more than the engagement. While a nice concept, it does have its current limitations. There is much room for improvement with more engaging video ad content with VR technology. Lots of potential in this space.