Abstract
This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. Overall, 360-degree ads for durable products increase positive emotions, which carries the risk of non-exposure to some of the ad content. In testing four ads for durable goods and fast-moving consumer goods (FMCG) this research explains the mechanism through which 360-degree video ads outperform standard versions.
Highlights
Online video ad spend is growing exponentially (Zenith, 2019) and the watching time of online platforms such as YouTube is increasing (Google, 2019)
Through this research we provide a theoretically grounded explanation for the persuasive power of 360-degree ads
Based on the above discussion, we argue that the greater is the consumer’s interactivity with a video ad (360-degree vs. 2D), the less (s)he will look at the brand logo
Summary
Online video ad spend is growing exponentially (Zenith, 2019) and the watching time of online platforms such as YouTube is increasing (Google, 2019). Among the viewing technologies employed, 360-degree videos are widely used by realtors/real estate agents, tourism suppliers, and manufacturers across multiple product categories. The use of 360-degree videos is one of the newest trends in online marketing (Gudacker, 2016; Castellanos et al, 2018; Feng et al, 2019). Due to their interactive nature, rich imagery, and spatial sound design, 360-degree videos have been termed “the ultimate empathy machine” (Feng et al, 2019). The 360-degree video seems to provide a stronger connection than does traditional video with the human mind and increases users’ immersive settings (Sundar et al, 2014)
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