Research on Effective Advertising Types in Virtual Environment

Abstract

Virtual reality (VR) applies various types of advertisements (ads) to promote brands while collaborating with companies. This study aims to present effective advertisement types by verifying user responses in a VR environment. First, by analyzing the cases of advertisements with immersive content, the types of advertisements in VR were defined as avatar costumes, products, and wall posters. The user response was measured in two categories: gaze response measured by the eye-tracking VR advertisement monitoring system (EVAMS) and the advertisement effect analyzed through surveys. As a result of analyzing the user responses, the avatar costumes among the advertisement types caused the highest visual attention and advertisement effect. In addition, by analyzing the correlation between visual attention and the advertisement effect, it was observed that there was a positive relationship between the number of fixations and advertisement attention, fixation time, and advertisement recall. Thus, it was confirmed that the higher the number of fixations and the longer the fixation time, the more positively an advertisement was affected. In addition, it is expected that the results of this study can be used as a reference for effective advertisement directing in VR content development and advertisement directing and processing.