Immersive Ads That Work: How Co-Creation Drives Engagement
About this episode
How can brands use immersive advertising to engage consumers? In this episode, Dr. Cece X. Y. Leung (University of North Texas) discusses her Journal of Advertising Research article, co-authored with Dr. Dimitrios Buhalis (Bournemouth University) and Dr. Giampaolo Viglia (University of Portsmouth).
We explore how brands in travel, hospitality, and entertainment use virtual and augmented reality to create interactive ad experiences. Dr. Leung shares insights on South Korea’s virtual tourism campaigns, Emirates Airlines’ 3D booking tools, and the "Attract, Convert, Delight" approach to immersive ads.
Read the full paper here:
https://www.tandfonline.com/doi/full/10.2501/JAR-2024-019
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