Measuring the Effectiveness of Advertising with Immersive Technologies

Antonio Sérgio Monteiro de Oliveira

Student thesis: Master thesis


This study meant to study the effectiveness of advertising on brand parameters using immersive technologies: Virtual Reality and 360º video technologies This study was able to conclude that there were two polarizing effects (negative and positive) on the adverts that it could have been related to the audience’s level of involvement on the category of the products/services. The high-involvement service had a majority of negative correlations between the level of immersion regarding the studied brand parameters (brand attitude, brand performance, and brand judgments). The low-involvement product recorded more positive correlations between the level of immersion and certain studied brand parameters (brand attitude, action measures, attitudes towards advert, engagement, entertainment and interest of the advert). Keywords: Virtual Reality, Immersive Video, Advertising, 360º Video, Immersive Technology

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2016
Number of pages78
SupervisorsRavi Vatrapu