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Interactivity and Animation Effects in VR-Enhanced OOH Advertising

Author

Listed:
  • Minwoo Cho

    (Kwangwoon University)

  • Donghun Chung

    (Kwangwoon University)

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.

Suggested Citation

  • Minwoo Cho & Donghun Chung, 2025. "Interactivity and Animation Effects in VR-Enhanced OOH Advertising," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77975-6_19
    DOI: 10.1007/978-3-031-77975-6_19
    as

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