Abstract
Although Virtual Reality (VR) technology is increasingly employed in adverting, branding, there is a need to understand how to create cut-through in capturing consumer attention, to navigate choice, and to appropriately measure the behaviour dynamics within the VR environments. These challenges are addressed with the VR special session. The talks encompass variety of studies on broad range of VR technologies/devices, conducted across the globe. After a short introduction, working implications are demonstrated, followed by a taxonomy of virtual experiences for advertising and communication. The session will round up with interactive discussion and highlights on VR impact for marketing transformation.
Original language | English |
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Title of host publication | Brand communication with multi touchpoints |
Subtitle of host publication | 17th International Conference on Research in Advertising, Stockholm (ICORIA), Valencia, June 21-23, 2018 |
Publisher | European Advertising Academy |
ISBN (Print) | 9788409019533 |
Publication status | Published - 2018 |
Event | ICORIA 2018 - Valencia, Spain Duration: 21 Jun 2018 → 23 Jun 2018 |
Conference
Conference | ICORIA 2018 |
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Country/Territory | Spain |
City | Valencia |
Period | 21/06/18 → 23/06/18 |
Keywords
- Virtual reality
- Marketing
- Advertising
- Branding