Interactivity and Animation Effects in VR-Enhanced OOH Advertising

Minwoo Cho () and Donghun Chung ()
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Minwoo Cho: Kwangwoon University
Donghun Chung: Kwangwoon University

A chapter in XR and Metaverse, 2025, pp 237-250 from Springer

Abstract: Abstract The evolution of advertising has been closely linked to technological advancements, with virtual reality (VR) presenting new opportunities for creating immersive and interactive ad experiences. This study explores the impact of interactivity and animation effects on VR advertising effectiveness. In doing so, the level of interactivity (low vs. high) was manipulated and different animation effects (static, flickering, flowing) were tested to see how they impacted user attention, vividness, perceived intrusiveness, avoidance, and flow. The results show that there are significant differences in attention, vividness, and flow between high and low interactivity. All were higher when interactivity was high. The animation effect had no main effect on any of the variables. This suggests the importance of interactivity, and the possibility that interactivity may have made the animation less perceptible.

Keywords: Advertising; Animation effect; Interactivity; OOH; VR (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-77975-6_19

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DOI: 10.1007/978-3-031-77975-6_19

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