The Study of User Experience Within Advertising in Virtual Reality

The growing adoption of virtual reality (VR) introduces marketing campaigns that are unlike traditional advertising techniques. The immersion of VR technology allows advertisers to create simulated interactions for products with a more significant impact than two-dimensional (2D) alternatives. Participants in this study underwent a series of games, embedded with advertisements, to better understand user sentiment between static and immersive advertisements. User surveys spatial data and time-based data show that users prefer and engage more with immersive advertisements rather than 2D banners which are more commonly represented in Web 2.0 environments. Gamifying brand interactions and rewarding user engagement yielded positive user feedback. In addition, this paper highlights key concerns around data security and privacy users may have with advertising marketing agencies should consider. This study outlines potential key mechanisms in driving experiential marketing tactics for virtual environments and increasing advertisement conversions.