Digital Video Advertising Strategies: Grow Your Brand with Online Videos
A book Edited By: Dr. Nirma Jayawardena (Assistant Professor in Marketing- University of Bradford, United Kingdom); Dr. Mitchell Ross (Senior Lecturer in Marketing- Griffith University, Australia) ; Dr. Sara Quach (Associate Professor in Marketing- Griffith University, Australia); Dr. Park Thaichon (Associate Professor at the School of Business, University of Southern Queensland, Australia) and Dr. Abhishek Behl (Associate Professor at Keele Business School, Keele University, United Kingdom)
Overview of the Book
In 2020, it was reported that 92 per cent of marketers predicted ‘videos’ as an important marketing strategy. The marketing industry is continuously changing due to technological innovations and the dynamic business environment. The flexibility of the online media has led to a wide range of advertising format choices for advertisers, such as static images (e.g., GIF and JPG formats), video formats (e.g., 3D vs 360- degree video formats) comprising interactive features. Viewing online videos has become increasingly common. With the rapid evolution of technology—including 360-degree video, virtual reality (VR), mixed reality (MR), artificial intelligence, blockchain, high-definition (HD) video, and Dolby surround sound—a new era of marketing has emerged. Among these, 360-degree video advertising stands out as an immersive tool that enhances viewer engagement and cognitive processing.
Unlike traditional video, 360-degree video captures a scene from every angle using omnidirectional or multiple cameras. Viewers can control their perspective—panning around the scene with their smartphone or mouse—which creates a deeply immersive experience. This technology enables users to virtually “step into” any environment using a smartphone paired with a VR headset or other compatible tools.
Storytelling is another area where 360-degree video excels. It allows viewers to see the full context of a scene, creating more immersive narratives. For example, Google, partnering with Columbia Sportswear created a marketing campaign around two US Olympic skiers enjoying an epic season in Chile using both a 360-degree video advertisement and a traditional video advertisement to determine whether spherical video advertisements drive more viewer engagement than a traditional video advertisement. Even though, the 360-degree video advertisement had a lower retention rate than the traditional video advertisement, it had a higher click-through rate, meaning that viewers were more interested in checking out the full-length version of the video. This experiment proved that 360-degree videos have more user engagement than traditional videos.
Several practical implications have been suggested when arranging visuals for 360-degree video advertisements. Designing effective 360-degree video advertisements requires specific visual strategies: For products targeting women, it’s important to enhance colour visibility and include detailed visuals with subtle actions to attract attention.For products aimed at men, using facial expressions can improve engagement.Location variety in the video can also spark curiosity across consumer groups.
Interactive visuals—such as floating logos or clickable objects—can strengthen viewers’ visual memory. However, due to constant motion and multiple angles, identifying people in 360-degree videos can be more difficult than in traditional formats. Designers can address this by minimising rapid object movement and focusing attention on specific angles to improve memory for people-oriented details.
Adding multi-cultural symbols such as images of temples, unique architecture within the visuals were found to improve the brand trust levels. Customised 360-degree video marketing campaigns designed for a particular ethnic group, through 360-degree and 3D technology were found to be effective in demonstrating cultural symbols effectively. When considering the behavioural engagement, arranging the visuals using narrative immersion was found to be effective for 360-degree video advertisements. Narrative immersion refers to the psychological state where a person becomes deeply engaged and absorbed in a story.
When it comes to behavioural engagement, narrative-driven visuals significantly enhance viewer immersion. The VR experience in 360-degree video advertisements accelerates the activation of strategic memory—a form of long-term memory—making it more likely for viewers to remember product details. Repeating key product visuals across multiple scenes further enhances the memory retention.
Finally, this book emphasises the importance of integrating social psychology theories into advertising research, especially for understanding consumer perception and interpretation about the products. Applying these insights enables advertisers to design more effective visual arrangements in 360-degree and 3D video advertisements.
Full link of the book: https://bookstore.emerald.com/digital-video-advertising-strategies-hb-9781836628330.html
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