360° Video as an Opportunity for the Inclusion of Product Placement

360° Video as an Opportunity for the Inclusion of Product Placement

Jani Pavlič (University of Maribor, Slovenia) and Tina Tomažič (University of Maribor, Slovenia)
DOI: 10.4018/978-1-7998-3119-8.ch014

Abstract

This chapter focuses on 360 ° video in the context of product placement. At the beginning, a description of advertising related to profitability as an important factor for organizations' success is given, and the need is exposed for effective advertising approaches. This is followed by a description of 360° video, including all relevant theoretical concepts. The latter serves for placing the modality of the medium between traditional video and virtual reality. The following section focuses on the essential aspects of product placement characteristics for studying in terms of 360° video. Finally, the topics are linked by examining the correlation between concepts and analyzing existing videos across certain platforms intended for immersive story-telling. 360° video is identified as an immersive medium with potential for the inclusion of product placement. At the end, there is a discussion including theoretical implications, future directions, and limitations are exposed, and a conclusion is reached.
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Advertising And Profitability

Advertising efficiency, or the ratio of advertising inputs to outputs (Pergelova et al., 2010), can have an important effect on a firm’s overall success (Vardanyan and Tremblay, 2006). More specifically, advertising has a positive impact on profitability (Comanor & Wilson, 1974), which is important to consider, since the core aim of companies and their functioning is to maximize profit (Tomkiewicz, 2017).

Key Terms in this Chapter

Advertisement: A commercial message that is compared to product placement fully controlled by a sponsor and is separated from the film content.

360° Video: A spherical or Virtual Reality video that is captured in all directions and can be watched by wearing Head Mounted Displays.

Embodiment: A feeling that a certain technology is an extension of a human body.

Media Richness Theory: The theory on the number of senses that a medium evokes.

Visual Discomfort: Also called motion sickness, which can be caused by VR technology, and has a negative impact on consumers.

Interactivity: The term refers to users’ actions and modifications regarding the mediated environment and receiving a feedback.

Product Placement: A relationship between a filmmaker and a product of sponsor placed in the film.

Immersion: An objective feature of the technology that determines the level of immersion or involvement in something while being in action.

Presence: In terms of Virtual Reality, presence refers to a subjective feeling of being present in a 360° video or computer-generated environment.

Level of Involvement: A relationship between an individual and a message content.

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