Watching VR advertising together: How 3D animated agents influence audience responses and enjoyment to VR advertising
作者：
Highlights：
• As VR devices become more popular, advertisers are seeking out novel ways to advertise to those users.
• A novel approach to VR advertising is to provide animated 3D agents as “buddies” or co-viewers of the experience.
• Animated 3D agents indirectly improve ad effectiveness by making the experience more enjoyable.
• Analysis of industry data showed that animated 3D agents decrease ad-skipping behaviors.
• These data are promising for the further development of advertising in VR formats.
摘要
•As VR devices become more popular, advertisers are seeking out novel ways to advertise to those users.•A novel approach to VR advertising is to provide animated 3D agents as “buddies” or co-viewers of the experience.•Animated 3D agents indirectly improve ad effectiveness by making the experience more enjoyable.•Analysis of industry data showed that animated 3D agents decrease ad-skipping behaviors.•These data are promising for the further development of advertising in VR formats.
论文关键词：Virtual reality,Enjoyment,Ad effectiveness,3D animated agents,Ad skipping behavior
论文评审过程：Received 23 August 2021, Revised 19 February 2022, Accepted 25 February 2022, Available online 8 March 2022, Version of Record 18 March 2022.
论文官网地址：https://doi.org/10.1016/j.chb.2022.107255
